Personalisation is much more than just getting the customer's name in the copy, it's customising the whole experience for each individual customer.
World-class businesses embrace this principle by personalising every interaction or communication with each customer, turning the traditional approach of “I’ve got a campaign, now find me customers to send it to” on its head and instead, asking “I’ve got a customer, now what’s the best thing I can do for them?”
They exploit all available insight to inform and drive the right engagement strategy for each customer, which might include selecting the most appropriate product offer, the type of message, the tone and style of content, when and where it is used. They derive insights such as descriptive segmentation and predictive models that help to guide and select the best, next course of action for each and every customer based on their unique status, situation and behaviour. For example, it's so much easier to select the next action when you have each of the potential outcomes mapped out with their likelihood of success in achieving the desired objective. So, if retention is the objective, then using a set of predictive models that score the likelihood of each action keeping the customer and at what cost, would enable the best to be selected by trading off the relative costs and benefits.
Personalisation also means having all the different variations of product, message, content and other elements to be created, managed and implemented ready for selection. This is no small task and, to deal with the scale and complexity of this process, these businesses use sophisticated automation tools to customise each interaction, often in real-time and always with the customer objective in mind.
Customising these experiences and interactions enables world-class businesses to deliver the best possible value and experience for each customer that maximises their engagement.