Personalization means delivering an intrinsically relevant experience addressing what a given customer expects from a brand. Personalization at Scale is being able to do that for every customer while achieving an organization's business objectives.
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In today's world, there hasn't been a time when customer expectations for receiving delightful experiences are so high. At the same time, brands and organizations face unprecedented challenges in delivering on these expectations. From ever-evolving customer behavior and data proliferation to maturely using AI/ML, I would recommend focusing on the following five critical capabilities to achieve Personalization at Scale:
Using personalization drives performance and better customer outcomes. Companies that grow faster drive more revenue from personalization than their slower-growing counterparts. Based on an Incisiv/Adobe joint study, companies that are scaling 1:1 personalization have seen a 10x improvement in conversion rate, an 8x improvement in revenue per visitor, and a 9x improvement in average order when moving from basic to 1:1 personalization.
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