What Is The Personal Zone And Why Does It Matter?

The best experience a traveller could hope for used to be the first class lounge before boarding. In a space as comfortable as a hotel lobby, executives and VIPs get to enjoy luxury service before cramming themselves into a tube with a couple of hundred other passengers. Now that luxury continues on board. First class passengers on some airlines can travel in what is effectively their own cabin. Not only can they lay out in their own bed but walls separate them from other passengers. In a public environment in which space is a premium, they can feel entirely at home.

And that sense of specialness doesn’t stop with the additional of barriers. The flight attendants will also know each passenger’s name. They’ll understand their preferences and they’ll know exactly how to serve them. Passengers know that they’re just one customer among hundreds but they feel that they’re receiving an exclusive service.

Companies own a similar space on their websites and Apps. The personal zone is often the first thing a customer sees when they log in. It’s the place where they have the closest contact with the brand and the most meaningful customer engagement. It’s where they can see that the brand understands their personal preferences, knows facts about them that even their friends don’t know, and can make them feel comfortable and at home.

When a company gets the personal zone right, it can build the closest of relationships with the customer. But using the personal zone effectively means developing the right content strategy for that special stop on the customer journey.

The Personal Zone Is Part Of Your Content Strategy

In this series of posts, we’re going to be examining website personal zones. We’ll explore how businesses in industries from healthcare to finance use those zones to maximize engagement, and we’ll explore how those zones fit into a firm’s overall content strategy.

The biggest issue that affects the personal zone is privacy. Businesses now know far more about their customers than many customers realize and the personal zone is one of the few places where that knowledge is clearly on display. Brands have to be careful to show that they’re using the information they possess to improve the customer’s experience, and that they’re taking care to safeguard that data too.

But the personal zone doesn’t just display information. It also uses that information to lead customers to the next step of the customer journey: to improve their health insurance coverage, to open a savings account, or even just to make another purchase based on their previous choices.

Like a personal cabin on a first class flight, the personal zone of a website should be where the customer feels most comfortable and at ease. It should be their own home on the brand’s website. How brands make use of that space depends on the content strategy they apply to that space. Get it right, and their customers will always be flying with them.

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