Personalized: Customer Strategy in the Age of AI
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In a world where consumers expect more—instantly and seamlessly—personalization is a strategic imperative.
Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization 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 personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization’s strategy.
Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group’s Mark Abraham and Harvard Business School’s David C. Edelman describe Five Promises of Personalization:
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 personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.
From the Publisher
Personalized: Customer Strategy in the Age of AI – Publishing October 15, 2024
Publisher : Harvard Business Review Press (October 15, 2024)
Language : English
Hardcover : 288 pages
ISBN-10 : 1647826276
ISBN-13 : 978-1647826277
Item Weight : 1.15 pounds
Dimensions : 6.1 x 1.2 x 9.2 inches
8 reviews for Personalized: Customer Strategy in the Age of AI
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Original price was: $32.00.$25.40Current price is: $25.40.
Scot A Cook –
Timely and Relevant AI Personalization
With the digital acceleration, a book with relevant, relatable, and actionable messages, lessons, and examples is not an easy feat. Abraham and Edelman’s book is a call to action – for leaders that your advantages are about to erode, for adopters you have to triple your commitment, and for laggards there is hope that an agile approach tackling low hanging fruit will yield impactful results quickly. Their examples show how many huge gains still to be had for everyone, and their prize of either huge growth or Chapter 11 motivate everyone.Bravo for getting the right book to market at the right time and getting us all to dream of how we want to shape the now.
Chris –
Must read playbook on using AI to drive growth
“Personalized” is a game-changer if you’re looking for strategies that take AI use cases beyond efficiency. By using expert research and data-backed insights from the Personalization Index, this book made me re-think how AI can drive growth by improving personalized experiences throughout the customer journey and deepening customer relationships.What I loved most were the actionable next steps at the end of key chapters. The “self-check” questions help you think critically about what to do next and, when paired with real-world examples across industries, they provide a clear path to applying these ideas.The wealth of experience and expertise from the authors in AI, customer strategy, and personalization makes “Personalized” an incredibly valuable playbookâand a must-read.
Dan W. –
Charting the Future
“Delight” is not the word that comes to mind when we think of the marketing communications that flood into our in inboxes and social media feeds these days. But this book explains, for marketers and consumers, how artificial intelligence – combined with human intelligence – can start delivering delight to our inboxes. AI will achieve this by truly knowing and understanding our individual needs and interests. This book tells us clearly and with precision how this can happen … and soon!
Mitch Colgan –
Game changing insights!
I found this book such an insightful read, and one that I would immediately recommend to my friends and clients. It goes beyond the basics of customer segmentation, really diving into how companies can use personalization to enhance customer experiences. What I really enjoyed was how Mark and David didnât just focus on one areaâthey show how personalization can transform businesses across sectors like retail, healthcare, and more. It definitely made me look at my own personalized experiences (or not-so personalized experiences) in a whole new light.
Silvio P. –
Depth and breadth from industry gurus
You can’t argue against the sheer amount of examples, anecdotes and in-the-trenches experience that the authors bring to bear. As a consumer, you find yourself nodding your head at what constitutes good and bad flavors of personalization. As a marketer, you have plenty of practical tools and tips to up your game. Personally grateful to see whole chapters dedicated to the tech and AI underpinning, which shows the full depth of the of the topic dissection without ever being pedantic or irrelevant.Enjoy the read.
mike s. –
Love this book. Practical. Specific. Based on real case studies
Bright easy read. Abraham and Edelman tell their stories from the trenches of modern marketing warfare. You learn quickly that a systematic approach, research based unlocks customer need. They then unleash how to’s on using AI and other practices to earn loyalty, reference, and advocacy. For anyone who wants to understand, serve better, get close to the customer, this is the book. I’ve been waiting for this for a long time. Thanks for putting it all in one place. Highly recommend.
Paul A Michelman –
Powering Growth Personally
Personalized dives into how AI-powered personalization is changing the game for businesses, focusing more on creating unique customer experiences than just tweaking products. Through examples like Starbucks and Sephora, the book shows how companies are using data to build stronger connections and drive growth. It’s a great read if you’re curious about how personalization is becoming the next big competitive edge in business.
Paula –
Mandatory reading
This is a must read for any executive. I particularly appreciate how practical the advice is, and the relevance and timeliness of the content on AI / GenAI.It has been incredibly valuable to think about how to implement some of the recommendations to key business decisions for my company and with my clients.