01 / 06Happy birthday. Buy another cooker.
Me had bought one three days earlier. The brand remembered the birthday, but missed the context.
02 / 06Me asks
Is using my name the same as understanding me?
03 / 06M.R.K challenges
Personalised text is easy. A useful experience needs relevance.
04 / 06More data is not the whole answer
Use appropriate information for a clear purpose. A gift search is not someone’s entire identity.
05 / 06Help without cornering
Explain recommendations. Respect preferences. Let people correct the system or ask a human.
06 / 06One useful moment
Before the next message, ask whether it helps this customer now. Sometimes the best recommendation is no recommendation.
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