Best Practice Report

Create A Pragmatic Personalization Program

Use Forrester's POST Methodology — People, Objectives, Strategy, And Technology — To Build A Businesswide Personalization Program

August 16th, 2016
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
Anjali Yakkundi, null
Anjali Yakkundi
With contributors:
Srividya Sridharan , Brendan Witcher , Rusty Warner , Tony Costa , Andrew Hogan , Jennifer Wise , Allison Cazalet , Peter Harrison

Summary

To scale personalization beyond a single touchpoint, eBusiness and channel strategy pros must pull a cross-functional team together to plan and execute a personalization program, not just treat it as a series of projects. We've adapted our POST method — people, objectives, strategy, and technology — to give you a road map. Once you have clear business goals and executive sponsorship, you're ready to dive into the details of customers' needs, prioritize objectives based on importance and viability, operationalize the process, and implement your technology.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.