This is the first piece from a series which will guide you step by step through an exhaustive personalization strategy.
Do I need a personalization strategy?
It’s been several years now since we’ve been talking about personalization and custom experiences that value individuals. Personalization has extended from ecommerce and marketing, towards B2B, finance, hospitality and within many other departments related to user experience. Its importance is no longer debatable across industries, but it is only growing. Nevertheless, studies have shown that companies fail to successfully deliver personalization across user journeys which creates frustration among consumers.
There are various reasons why a personalization initiative can fail along the way, considering that great personalization is a golden ratio between technology, design and user experience. However, one of the most prominent reasons why marketing success stagnates is lack of a detailed, documented strategy.
The benefits of having a well-defined personalization strategy are undeniable. A good strategy and its integration within the organization create a unified approach for all involved departments, focusing various teams on common goals. It will promote communication and transparency across functions and towards management and sponsors of the initiative. It will promote a test & learn culture, encouraging to pay attention to the customer and data. As for the customer, a personalization strategy will diminish the risk of inconsistent user journeys and it will set a shared tone of voice.
You might still be thinking whether you really need a personalization strategy before kicking off with the implementation. “Shouldn’t I start implementing stuff, testing them and figuring out what works and what doesn’t for my company?” Yes and no. Yes, testing is at the core of an agile personalization and quick wins will start returning your investments. However, what you choose to test and with what priority will be decided by your strategy.
What is a personalization strategy?
Having a personalization strategy doesn’t mean implementing a few personalization tactics and see how these perform. Tactics cannot be scaled. But rather it means implementing what matters to the customer in a way that supports business objectives.
It means having a clear direction and a documented roadmap with possibilities and opportunities that to be explored. It means knowing how to measure success or failure and how to learn from it. It means understanding that personalization is no longer just a trick to increase sales, but a new way of working across the organization that keeps the customer at the core.
Strategizing personalization means moving beyond reactive actions towards proactivity. Which will essentially give you more control over the situation and results. Additionally, it will put you ahead of your competitors. Don’t get me wrong, you’ll probably still have to adjust your plans and actions based on your results, but you will be less opportunistic and will have an overall direction and a data-driven message that you will be delivering in a consistent way.
What are the elements of a good personalization strategy?
We included 8 main elements for you to consider when building a personalization strategy.
- Company’s strategy and priorities
- Problem to be solved
- KPIs and Metrics
- Time and Resources
- Personalization tactics
- Results measurement
Over the next posts, we will take you through each of these elements and hopefully make them easier to understand and approach. Stay close and feel free to ask questions anytime you feel like you need more information.
“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where —” said Alice.
“Then it doesn’t matter which way you go,” said the Cat
– Alice in Wonderland –
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