Personalized

Customer Strategy in the Age of AI

Mark Abraham, David C. Edelman

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Hardback

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English

Harvard Business Review Press
01 November 2024

Business strategy; Sales & marketing; Customer services

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.

By: Mark Abraham, David C. Edelman
Imprint: Harvard Business Review Press
Country of Publication: United States
Dimensions: Height: 234mm, Width: 155mm,
ISBN: 9781647826277
ISBN 10: 1647826276
Pages: 256
Publication Date: 01 November 2024
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

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.

Reviews for Personalized: Customer Strategy in the Age of AI

"Advance Praise for Personalized: ""Personalization is the new frontier of competition. Without it, consumers will leave your company behind. Abraham and Edelman distill the problem and provide a practical framework to embed personalization at the heart of any organization. A must-read as we enter the age of AI."" — Joey Zwillinger, cofounder, former CEO, and Member of the Board, Allbirds ""A valuable, easy read, providing a comprehensive view of how the promise of personalization can be achieved through AI. With practical advice and real-world examples, Abraham and Edelman demonstrate approaches for using the 'Promises of Personalization' to create competitive advantage."" — Julie Kim, President, US Business Unit, Takeda ""A richly detailed guidebook that all leaders need to read. Personalized captures the strategic opportunities that personalization can offer, while also providing practical lessons on how the C-suite needs to set the vision, drive change, and invest in people, technology, and personalized content."" — Priya Krishnan, Chief Digital and Transformation Officer, Bright Horizons ""Extremely relevant and timely. Personalized takes a modern view of customer strategy, demystifying how to apply AI and generative AI in order to know your customers and show them that you care about their needs."" — Richelle Parham, President, Global e-Commerce and Business Development, Universal Music Group ""Personalized is mandatory reading for all strategists and marketers. With rich stories from leading brands and clear advice on how to deliver true personalization at scale, this book is a wake-up call for all of us on how much change is still to come—and how to seize this opportunity!"" — Antonio Lucio, Chief Marketing Officer, HP"