Personalization helps build brand loyalty by creating customer experiences (CXs) your customers actually want to experience, over and over again. The potential value of personalization is well-established—one recent estimate sees it delivering 1.7 times higher revenue growth year over year.
But to engage today’s demanding customers in an environment of increased data privacy and decreased trust, it’s essential to take the next step: personalization at scale. This approach is more than just personalizing your messaging to more customers in greater detail. Personalization at scale means coordinating all aspects of your operations—from inventory and supply chain to sales and service—to make each customer interaction curated and valuable in near real-time.
From the customer’s perspective, personalization at scale experiences are seamless and helpful. They can seem like magic. But behind the scenes, they require effort, attention and technology. Their foundation is unified customer data and actionable profiles as well as well-coordinated processes, capabilities and systems across the enterprise.
The 5 pillars we describe in this paper support personalization at scale; they’re the starting point and provide a blueprint for your journey. With a better understanding of the preconditions as well as some inspirational industry examples, you’ll be able to imagine the “golden thread” of personalization—the ideal use case for your company. And you’ll be able to start delivering experiences that will delight and entice your customers.
This article is posted at ibm.com
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