Personalization has been a hot topic in the sphere of digital experience for years because of one simple reason: Customers in every industry expect the companies they do business with to recognize their needs and preferences and provide relevant, timely experiences. The concept sounds pretty straightforward, but developing and executing an effective personalization strategy across an entire customer base can be a tall order.
One of our resident personalization experts, digital experience strategist Brian Flanagan shared insights for a recent report on the subject produced by the Society of Digital Agencies (SoDA). Brian’s article focused on the potential of artificial intelligence (AI) to augment a company’s personalization efforts and the importance building those efforts on a solid strategy foundation.
The potential for AI is unbound. With machine learning, we can use data to observe, understand and anticipate the needs of customers. However, AI isn’t a silver bullet that’s going to do all of the work for you. You first have to develop a strategy around personalization and then use technology to enable it.
Brian outlined three steps organizations need to take to create an effective personalization strategy:
- Understand the customer’s journey from their point of view
- Develop a content strategy that will keep pace with the demands of personalization
- Know the extent of your current technologies’ capabilities, and then expand them