Businesses need to use customer data both legally and effectively to succeed in the world of 2024. Understanding the different types of data, how each is collected, and how they can be used is crucial. While it has been talked about for ages, from the 4^th of January 2024 Google moved to the next stage in phasing out third-party cookies.  Time is running out for businesses to get their data strategies finalized to stay compliant and reduce dependency on data that will no longer be available when the third-party cookie is finally confined to history.

So where does zero party data fit into the story?

Zero-party data refers to the private information that a person intentionally shares with a business to get actual or intangible benefits. This includes information that cannot be (legally) obtained from any other source and includes personal details like email and home address, product preferences, communication channel preferences, and contextual information that would help a brand understand the customer better and provide the type of personalization that customers actually want.  

Zero party data is explicitly provided by the customer and doesn’t have to be compiled or inferred by analyzing behavioral or transactional data. It is therefore considered the most reliable and unambiguous information that a company can hold about its customers and prospects.

It also removes the ‘marketing creepiness factor’ because people have openly told a brand their preferences rather than algorithms silently working them out.  

Zero-party data is important because it provides a competitive advantage. You know something about your customer that your competitors don’t. For example, a person may have multiple email accounts and a mobile phone but may only use WhatsApp for communication. By opting in to receiving WhatsApp messages from you and telling you that it is their preferred channel, you can stop wasting time and money sending them emails and text messages that they will never engage with.

The term zero party data was first used by Forrester Research as recently as 2018 when it became clear that the definition of first party data was too broad and included information that was collected in different ways. By recognizing the distinct properties of zero party data in their data strategies, businesses can treat it differently when it comes to obtaining consent, processing, and using the information.  

While first party data is also collected directly from customers, this is often done without the person knowing. How often do we blindly agree to a website’s cookie policy without reading the small print or understanding the implications?

Examples of first party data include:

Exact classification of different data points is impossible and unnecessary as it depends on the context in which the information was obtained. For example, when it comes to an email address this could be viewed as first party data when buying an airline ticket online as the address would be required in order to receive the e-ticket.

However, when making a purchase in store the customer may be asked to voluntarily provide an email address for sending the receipt or warranty information to. In this context the email address would be viewed as zero party data.

Some common zero party data examples include:

In many cases zero party data is not fixed or permanent, but that doesn’t mean that it isn’t incredibly valuable and sought after. While attributes like our hair color or whether a person is right or left-handed won’t change overnight, we are a bit more fickle when it comes to our opinions and preferences.

For example, in the final days before an election, political parties are very interested to know the voting intention of people in swing states so that they know where to spend their campaign budget for maximum impact.  

Getting zero party data is not about bribing or tricking people into providing information that they don’t really want to share. It is about having a strategy in place that enables you to offer real benefits and be able to present those benefits in a compelling way.

Offering fake or over-hyped benefits is pointless as it will cancel out the trust that you are looking to build up. Also, short term benefits should be avoided in favor of longer-term benefits that give both the business and customer time to build up a relationship.

For example, if you were looking to build up your contact list, you might be tempted to run a prize-draw competition which people could enter by providing you with their email address and opting-in to be contacted. However, once the winner is announced and you send your first email campaign, most of the sign ups may choose to unsubscribe as the benefit was only short-term. Unless you were able to show the long-term benefits of remaining on the mailing list.

With this in mind, here are some ideas for collecting zero party data in a sincere and transparent way that doesn’t make customers feel exploited.

Here are some examples of brands in different markets that have used creative tactics to engage with customers and win more zero-party data.

If you have read this far you will have realized that this question is not valid. We shouldn’t be talking about a zero-party data strategy as if it was a separate thing. Instead, we should be concentrating on formulating an overall data strategy that recognizes the distinctness and value of zero party data and makes maximum advantage of its unique properties.

Furthermore, a future-proof data strategy should concentrate on extending the amount of zero party data that is gathered, reduce reliance on third party data, and work towards obtaining higher quality second party data through strategic alliances.  

To connect with the Vietnamese audience, you need to speak their language and use the right channel to reach them on. That means getting to know Zalo, the homegrown superstar app used by 73 million people in the country, including more than 155,000 companies.

Before we dive into business use cases, let’s go through the key facts about Zalo, and why it became so popular in Vietnam.

Launched in 2012, Zalo is a Vietnam-based social platform that became the nation’s favorite messaging app within a decade. Like other OTT messaging apps, it enables users to text, make voice and video calls, share files and engage in group chats.

With 87% of the country’s smartphone users active on Zalo, it is the most-used messaging app in Vietnam.

As of the end of August 2024, Zalo’s monthly active user base reached 77 million people, including more than 155,000 companies, with nearly 2 billion messages sent daily. These facts sound even more impressive considering that Vietnam is among the top 10 markets in app downloads globally.

Zalo is owned by VNG Corporations, a video gaming and social media startup that rose to the status of Vietnam’s first tech unicorn. The name “Zalo” is a combination of the words „alo“, the greeting Vietnamese people use when picking up the phone, and „Zing“, a suite of online services offered by VNG.

Today, Zalo is considered by many to be a “super app“, as VNG’s ecosystem offers services that range from social interactions to seamless payments, and convenient online shopping.

Like WeChat in China, KakaoTalk in South Korea, and LINE in Japan, Zalo was developed by a local company, in the local language. It offers a highly localized user experience that surpasses the ones offered by international messaging competitors. Powered by its natural language processing, it secures high engagement rates through lively stickers for conversations in Vietnamese.

Zalo implemented end-to-end encryption in May 2022, offering the same level of security similar to chat apps such as WhatsApp. On top of that, seamless integrations to services like ZaloPay, Zalo Shop, and Zalo Bank enable users to pay their bills, transfer money to friends and family, buy products online, and even get micro-loans — all in an already familiar setting.

This widespread adoption is why many organizations, such as government agencies and enterprises have also also started using the app to connect with users in Vietnam.

With Zalo Notification Services (ZNS), Zalo offers many ways for businesses to engage with users and customers. Here are the most common use cases:

You can authenticate users by sending verification codes (also known as 2FA). Users who register their account on your platform will receive a Zalo message to verify their phone number or account.

You can use Zalo notifications to confirm account creation, inform about password changes, and provide account info updates. Users can receive notifications about transaction status, balance changes, and payment requests.

Among different types of Zalo notifications via ZNS, such as after-sales, account information, and product and service updates, users prefer transaction update notifications. 79% of respondents have shown their willingness to receive more such notifications than other types of notifications.

You can use Zalo notifications to confirm orders and provide updates on booking status, registrations, and event attendance. You can also use ZNS to send reminders for events such as payments, deliveries, check-ups, or maintenance.

You can use Zalo messages to communicate service changes and account-related information. Also, gathering customer feedback through Zalo helps you improve the quality of your service.

Through Zalo, you can send notifications on suspicious activity and other risk warnings.

95% of respondents to the survey prefer to receive customer service notifications from businesses on the Zalo platform, and many users are eager to recommend the platform to their family and friends. Compared to other channels such as SMS, Email, and Business Applications, more users prefer Zalo for receiving customer service notifications.

Businesses use Zalo to maintain long-term customer relationships and provide various after-sales services. According to the report, 69% of users are interested in receiving after-sales messages through ZNS.

Here are some examples of after-sales messages you can send on Zalo:

You can use Zalo Notification Services to promote your Zalo Official Account (ZOA) and Zalo Mini App. By sending targeted notifications, you can attract more users.

Here are some of the reasons why users prefer to receive notifications via ZNS compared to other similar services:

There are two ways you can start using Zalo for your business, depending on whether you have a legal entity in Vietnam.

You can see examples of a generic sender (left) and a branded sender (right) for sending verification codes below:

Here is a video on sending Zalo messages with the Zalo Notifications Services (ZNS) via Infobip’s web platform:

And here is how to connect Zalo via API:

When using Zalo Notification Services, the feedback you get matters. If Zalo users report your messages as bad, it can affect your status.

Zalo grades Official Accounts (OA) into three categories: Good, Medium, and Low. Your grade depends on how many negative reports you get. The features you can use, like how many messages and what kind of content you can send, depend on your grade. If you’re doing well, you can send more messages. But if you get too many bad reports, Zalo might limit your messaging or even stop it for a while.

Your grade can change based on the quality of your messages over the past week. Zalo checks this every day. If your grade changes, you might have to wait a bit before you see any new features.

To illustrate all this, here are some examples: the below image shows a message template that users reported as bad. It is written in a very formal way, with the purpose of informing customers on due payments. This information can be both unpleasant to read in a Zalo message, and also unnecessary if a customer had already paid.

On the other hand, the image below shows a good example of a Zalo message. It is written in a warm tone, asking for a review of a customer order. This increases the chances of getting positive feedback, especially for orders customers are happy with.

Certain factors should be considered when delivering Zalo notifications via ZNS so that you receive better engagement. Here are some best practices for sending ZNS notifications.

Personalize after-sales notification content

Maintain quality and provide valuable content

Manage the notification frequency

Be reachable to your customers

Adopt the right strategy

Zalo is more than just a chat app. It has become a way of life for millions of Vietnamese people, which has already led to more than 155,000 companies using it. If you want to start using Zalo too, here are the key things you need to keep in mind:

Digital disruption has led to higher customer expectations, communication barriers, and increased online competition for hotels, large and small. And it’s become increasingly harder to overcome these challenges without the right tools and technology. In fact, in 2022, the World Travel and Tourism Council officially recommended that hospitality businesses “adopt innovative technological and digital solutions to improve daily operations.”

Artificial intelligence (AI) is reshaping many industries, including hospitality. The AI in hospitality market alone is estimated to value over $8,000 million (about $25 per person in the US) by 2033. 

But how can AI help hotels meet changing consumer expectations and increase staff satisfaction? 

Chatbots powered by AI technology can help. 

Imagine a traveler finding themselves stuck in an unknown city overnight. They stumble across your hotel online, but the number they call to reserve a room is busy and they need to sort out their accommodation fast. Then they realize they can message you on WhatsApp. Within minutes, your chatbot assesses room availability, applies a loyalty discount, and the customer writes positive reviews before they even check in. 

Using AI-powered chatbots in hotels has many more benefits than meets the eye. Let’s dive into what a hotel chatbot really is, the key advantages, how some hotels are already using them, and how you can set one up, too. 

Hotel chatbots leverage natural language processing (NLP) and machine learning algorithms to accurately understand and respond to queries. They operate 24/7, providing round-the-clock assistance to guests. By offering instant and personalized support, hotel chatbots enhance the overall guest experience and optimize hotel operations.

Here are a few ways you can use a chatbot in your hotel: 

Hotels looking to deploy a chatbot can choose between a rule-based or AI-powered chatbot:

This takes personalized conversational customer experience within the hotel industry to a new level. 

Imagine there’s a big weekend event happening, and your contact center or front desk is flooded with guests trying to make last-minute reservations. It would be considerably hard to get in contact with every guest and give them proper service, such as reviewing their loyalty status or applying discounts they might qualify for.

Now imagine you set up an AI guest assistant. Customers can message you on their favorite chat app, and your chatbot can serve them within minutes. Your AI assistant knows the customer’s previous bookings, loyalty status, room preferences, dietary restrictions, and any other relevant information that would affect their experience. The best part? Your customer doesn’t need to repeat this information, because your chatbot knows it all based on a few basic details such as their name and address or birthday. 

Now what could have been a hit-or-miss situation has turned into a positive, personalized experience. 

Chatbots can serve your hotel in a multitude of ways. From inviting new guests to helping longtime customers and easing processes for your hotel staff. Here are just a few of the key advantages: 

When powered by AI, your chatbot can personalize each interaction and use conversation and profile data to share information that’s tailored to a guest’s preferences and interests. For example, if a guest is checking in with children, your chatbot might recommend a nearby amusement park. Or if there’s a big game happening during their visit, it can share game details and links to buy tickets.  

Now your chatbot is an extension of your hotel, impacting not only a guest’s accommodation but their overall trip and loyalty to your brand. 

Hotel chatbots take away tedious, mundane tasks from your staff. What used to cause long wait times at your front desk or call center can now be resolved within minutes. From making reservations and handling check-in or check-out processes to handling room service orders and setting up transportation – a chatbot powered by AI can automate repetitive tasks and lower operational costs. 

Aside from offloading from your front desk, a hotel chatbot can work as a sales assistant too – capturing leads, answering booking questions, and converting more website visitors. They are the first contact many guests, or those discovering your hotel for the first time, connect with. And as the first touchpoint, your chatbot can provide special offers, guide guests through the booking process, answer payment queries, and more – reducing your time to reservation.

Through machine learning algorithms, your AI hotel chatbot can analyze customer data such as demographics and preferences. This makes it easy to send targeted promotions and suggest relevant upgrades such as spa packages, restaurant reservations, or local tours and attractions to guests during their stay. 

Listening to what guests have to say is one of the surefire ways you can enhance your hotel experience. And a hotel chatbot makes it easy for them to share the pros and cons of their visit. Whether requesting feedback after checkout, offering surveys during a guest’s stay, or promoting an incentive for customers who share their thoughts, you can train your chatbot to listen to what customers have to say and address concerns promptly – improving guest satisfaction. 

Hotels are one of the most diverse places in every city. Hosting guests from around the world can cause language barriers that affect the hotel experience. But thanks to natural language processing and AI technology, you can build a multi-language chatbot that automatically translates queries – breaking down language barriers and giving every guest the experience they deserve. 

Chatbots have simplified the hotel experience for guests with disabilities too. Now, guests with hearing impairments can read your voice messages with speech-to-text features, and those who are visually impaired can hear your messages with text-to-speech.  

This can help them complete bookings, navigate hotel premises, communicate with your staff, make special requests regarding room setup and amenities – and in the worst-case scenario, ensure they receive tailored instructions during an emergency such as a fire alarm or evacuation. 

Each interaction a guest has with your chatbot can be used to fuel data-driven decisions that improve your hotel experience. Here are a few examples: 

Although some hotels have already introduced a chatbot, there’s still room for you to stand out. Chatbots that integrate augmented reality (AR) give you an opportunity to introduce a virtual experience alongside the in-person experience. You can offer immersive experiences, such as interactive quizzes or virtual tours of your facilities and surrounding area. Or gamify your loyalty program by enabling your chatbot to award guests points for completing certain tasks during their stay – such as sending a picture of their breakfast before 10am. 

Soon, guests will expect a seamlessly integrated virtual and in-person experience. 

One way to meet these future expectations is to invest in a “smart” hotel room – where your chatbot is integrated with Internet of Things (IoT) devices to allow guests to control room temperature, lighting, and entertainment systems through voice commands or chat interfaces.

You can also set up a hands-free experience with voice recognition technology that enables guests to make requests, ask questions, and control room features through your chatbot using natural language commands. 

The technology that powers your chatbot is what will differentiate your hotel from the competition at each stage of a guest’s journey. Certain features and functionalities are what turn basic interactions into a memorable conversational experience. 

Here are a few key features to consider when building your chatbot: 

But even with the right features, simply building and deploying a chatbot can only go so far. This is why it’s important to have an adaptable and scalable solution that connects these features, interactions, and data to deliver a conversational AI experience, including: 

Combining the right technology, features, and solutions will help you build a chatbot that enhances customer service, streamlines operations, increases security, and ultimately drives guest satisfaction and loyalty. 

Several hotels have already done this. Here are a few examples: 

Hilton introduced its chatbot, Xiao Xi, in 2020. The chatbot assists Hilton members and guests with answers to questions including hotel information, local weather, and current promotions. It can also provide additional advice on travel and entertain guests by offering smart suggestions and tips through training. 

And Hilton guests love it. With a 94% customer satisfaction rating, Xiao Xi has replied to more than 50,000 customer queries since its launch. 

“Edward” is Radisson Blu Edwardian’s AI chatbot – enabling guests to check and request hotel amenities such as towels or room service, get information about local bars and restaurants, and share complaints through SMS. Powered by natural language processing, guests interact with the chatbot in a human-like way and can be assisted by a human agent when necessary. 

Since its launch in 2017, Edward has helped over 28,000 guests from 99 countries in 59 languages, handling requests in an average of 2 minutes. 

As technology continues to develop, guests will expect immersive experiences that blend virtual and in-person interactions. Chatbots can help hotels streamline communication, enhance guest experience, and drive efficiency in various aspects of their operations.  

And although it can seem like a long and winding road from where you might be, using a scalable solution with a team of industry experts standing behind it can make it a painless process. 

The right platform and team can take the guesswork out of: 

More and more businesses are understanding the need for personalized customer interactions on the most popular digital channels. Platform companies, specifically, that have adopted an omnichannel approach to customer communication have experienced positive results. 

To better understand the role omnichannel communication plays in platform success, we talked to Andy Gladwin, Partnerships & Messaging GTM Leader at Marigold. 

Watch the video or read on to learn how having the right omnichannel communications partner can help platform companies improve their overall customer experience and reach their long-term business goals. 

Over the last three years, industries worldwide have had to quickly evolve in two key ways:

The expectations of consumers have shifted drastically. Businesses have had to think about how to create greener and more hygienic solutions for users, and that means moving many physical interactions in the digital world. This has become a standard across industries, and platforms need to provide businesses with the right solutions to make this shift as seamless as possible.  

Consumers have become more aware and concerned about what data they are sharing with businesses and how brands are using their information. Things like GDPR, CCPA, the removal of cookies, and additional regulations around data collections have forced businesses to change how they obtain and use third party data. Martech platforms like Marigold try to provide simple solutions for brands to navigate these evolving changes with ease. 

Everyone can still remember the web age when the move for brands to the digital world began with building websites and online stores. Then, thanks to smart phones, came the age of the app, and brands could reserve their own piece of real estate on a consumer’s phone.

We’re now living in the conversational age, where messaging is king, and brands can interact directly with customers on the channels they love.

Gladwin mentions that the thing to look out for in the future is who the main players are when it comes to business messaging. Right now, they include WhatsApp, Viber, RCS, and more, but with more social platforms emerging and providing businesses with a place to try out new use cases, brands shouldn’t be closed off to exploring different channels other than SMS or Email, be it on a regional or global level.

Gladwin highlights that self-service use cases are likely to dominate in the future. Customers are looking for conversational experiences, but also expect to find fast, in-depth answers to their queries. The best part they can do this in environments and channels they are familiar with using.  

So, the combination of omnichannel self-service use cases and AI is certainly the direction we are headed towards, but brands should be strategic and careful about how to use AI when interacting with customers and evolve use cases as the technology evolves and strengthens.

Some potential use cases we might see more of for self-service can include:

If you look at serving the world’s brands, you need to look at the whole value chain to be effective in how you do that. 

Marigold takes care of marketers around the world across all verticals. But to provide deliverability, scalability, and connectivity – they must look to vendors to help them achieve the best results. 

But it’s not just about the reach, because not every message is equal. For Marigold, another great dependency is on tier ones. That’s why Infobip is a strategic partner because with tier one providers, there are less hops from sender to receiver, which means: