Seeing Your Personalization Vision

An important early step in developing your personalization strategy is articulating, communicating, and committing to a vision. I’m not talking about a mission-statement kind of vision, or a string of wonderful words that make everyone feel good. I’m talking about having a clear idea of what the personalized experience will be like for your customers,Continue reading “Seeing Your Personalization Vision”

4 Steps to Personalization Success

Personalization is gardening. It’s energizing to image the garden in all its perfection. But after you plant it, you have to take care of it. Probably nearly every day. You’re not done until you decide you don’t want it any more. Companies unsuccessful with personalization think buying technology is enough. Or adding product recommendations toContinue reading “4 Steps to Personalization Success”

Top 5 Factors in Choosing a Recommendation System

I have published detailed requirements for recommendations systems, with at least a hundred questions you should consider when evaluating a solution. But a hundred details is not where you want to start your technology selection process. You start by narrowing your focus to find your most likely partners. I think there are just five factorsContinue reading “Top 5 Factors in Choosing a Recommendation System”

Preparing for Do Not Track: Personalization and Privacy in 2013

Do Not Track legislation and similar initiatives are at odds with the techniques used to personalize the customer experience. On the one hand, advocates of consumer privacy demand that people control the information that is collected about them, and how it is used. On the other, the web sites and advertising networks want to adjustContinue reading “Preparing for Do Not Track: Personalization and Privacy in 2013”

AGILITY TRICK #3: TARGETING PLUS PERSONALIZATION

Targeted marketing adapts a company’s messaging to what marketers believe to be the needs of what they imagine to be a group of customers. Typically, the marketing team identifies segments of the population that are important to the company, and sketches personas that represent each segment. Marketing then makes its best guess as to theContinue reading “AGILITY TRICK #3: TARGETING PLUS PERSONALIZATION”

AGILITY TRICK #2: CUSTOMIZATION AND PERSONALIZATION

Customization alters the design, features, or behavior of a product or service to suit a customer. Customization is directed by the customer. The what, how and when of customization is enabled by the business. Customization can occur before a product is manufactured, as a product or service is packaged, as it is delivered, or onceContinue reading “AGILITY TRICK #2: CUSTOMIZATION AND PERSONALIZATION”

AGILITY TRICK #1: PERSONALIZATION

When companies adapt their customer experience to best serve the individual customer, using recommendation systems, behavioral targeting or other methods, this is what I call personalization. Face to face with the customer, this may take the form of recognizing the person, acknowledging the type and duration of the relationship, bypassing steps in the business pro-cess,Continue reading “AGILITY TRICK #1: PERSONALIZATION”

3 AGILITY SECRETS YOUR COMPETITORS KNOW ABOUT PERSONALIZED BUSINESS

I see trends in three broad categories of agile customer experience tricks companies use to be responsive to customers’ desires: • Personalization, which adapts the relationship to the customer, adjusting the dialog between the business and the customer to streamline the customer experience • Customization, which adapts the product or service to the customer’s specificContinue reading “3 AGILITY SECRETS YOUR COMPETITORS KNOW ABOUT PERSONALIZED BUSINESS”