Amy Mcilwain says, “personalization is a shift in the mindset of the organization and a commitment to put the customer first.” To truly capture the full potential of personalization, executive adoption is essential.
The Organizational Mindest Shift
To achieve the full potential of personalization, organizations must employ a customer-centric mindset and gain executive adoption. The panel highlights challenges in one-to-one personalization, emphasizing the importance of real-time data. They also discuss the benefit of assessing current-state technology prior to diving into the personalization.
One-to-One Personalization
Joaquim outlines the challenges of one-to-one personalization and provides an example of why real-time data is necessary for true one-to-one experiences to exist. While one-to-one personalization allows for more specific targeting than a segment, Joaquim does not write-off segmentation altogether.
The Impact of Personalization
The panel discusses the benefits of micro-segmentation compared to segmentation.
How to Grow Investments in Digital
Lay out a roadmap for the future to get started growing your investment in digital. Joaquim lays out his methods, describing how he begins with an assessment of current-state technology before creating a roadmap for the future. It may be necessary to take a step back before moving forward with new technology, making the current-state analysis an essential part of the process.
Taking Steps Back to Go Forward
Christopher Young reiterates that it may be necessary to take a step back before moving forward with new technology.
Managing the Creative Volumes of Personalization
With personalization comes increased content creation. While the volume of content may be overwhelming, partner collaboration can help to understand which content is necessary and why. Bridget Esposito explains that talking with your partners can help to improve the process for faster turnaround and better results.
Personalization is an Organizational Mindset Shift
Amy Mcilwain says, “personalization is a shift in the mindset of the organization and a commitment to put the customer first.” To truly capture the full potential of personalization, executive adoption is essential.
