Personalized: Customer Strategy in the Age of AI

Description

Author(s)\Editor(s): Abraham, Mark – – Edelman, David C.Binding: HARD COVER BOOKSYearMonthDay of Publication: 20241015Standardized Book Category: Marketing – GeneralLanguage: \n \n EnglishPage Count: \n \n 00288Publisher Marketing: \n \n A USA Today BestsellerIn a world where consumers expect more–instantly and seamlessly–personalization is a strategic imperative.Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process.But most companies are not doing personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization’s strategy.Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group’s Mark Abraham and Harvard Business School’s David C. Edelman describe Five Promises of Personalization: \n\nEmpower Me: Understand each customer’s needs and how best to meet them.\n\nKnow Me: Win customers’ trust and permission to use their data to improve their experience.\n\nReach Me: Reach out to the right customer, in the right channel, at the right time.\n\nShow Me: Tailor unique content to be relevant to each customer, enabled by generative AI.\n\nDelight Me: Design new ways of working and ensure continuous improvement, so a customer’s experience feels magical.\nWith detailed examples across industries–including retail, health care, banking, technology, and travel–this book will help executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.