Personalization Is a Long-term Commitment

Make customer-centric practices an organizational goal, not an occasional experiment

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When done right, personalization is about treating each customer differently, gently suggesting suitable products and offers based on collected data.

Personalization is about the person, not about products or channels.

At its core, personalization must remain customer-centric. This is true, even while marketers are constantly bound by specific long- and short-term departmental goals.

It really is a delicate balance. How would marketers push their agenda, while pampering customers at the same time? In the end, isn’t every type of marketing effort about increasing revenue, not just being nice to our customers?

I am repeatedly emphasizing the customers’ needs, since too many marketing campaigns seem to be product- or channel-centric.



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