Personalized
Customer Strategy in the Age of AI
In a world where consumers expect more – instantly and seamlessly – personalisation is a strategic imperative.
Consumers want personalised experiences, but few companies are rising to the challenge. Those that succeed in personalisation 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 personalisation well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalisation must be a critical element of an organisation's strategy.
Personalized is a playbook for delivering true personalisation at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe Five Promises of Personalisation:
- Empower Me: Understand each customer's needs and how best to meet them.
- Know Me: Win customers' trust and permission to use their data to improve their experience.
- Reach Me: Reach out to the right customer, in the right channel, at the right time.
- Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI.
- Delight Me: Design new ways of working and ensure continuous improvement, so a customer's experience feels magical.
With detailed examples across industries – including retail, health care, banking, technology, and travel – this book will help executives learn how to put personalisation at the centre of their strategy, accelerate growth, and capture their share of the $2 trillion personalisation prize.
Mark Abraham is a senior partner at Boston Consulting Group and founder of the firm's Personalisation business. He and his team have accelerated the personalisation efforts of more than a hundred iconic brands and built some of BCG's largest ventures and AI platforms, including Fabriq by BCG, for personalisation.
David C. Edelman is a senior lecturer at Harvard Business School, an executive advisor and board member to brands and technology providers, and an advisor to BCG. Previously, he was chief marketing officer at Aetna. He has worked with dozens of companies on personalisation, AI, and agile marketing at both BCG and Digitas.
