Personalisation
"We have recommendations for you."
The most notorious leaders in the personalisation space are Amazon and whilst we won't be knocking on their door anytime soon, there are many ways to make a website more personalised that can be simple and effective in improving the user experience.
Most clients will start with dynamic content that changes on their website, or in email marketing, according to a user's stated preferences captured in a contact management solution. Obvious examples of this are product preferences, commuter routes and languages. The clever stuff of course has powerful personalisation based on usage profiles that allow customer-centric business intelligence, customer-specific pricing and business processing, targeted merchandising and advertising campaigns and customer-specific catalogues. So there.