Best Practice Report

A Strategy Guide To Consumer Personalization

Define Personalization Against The Customer Lifecycle

November 10th, 2022
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Emily Collins , Joe Stanhope , Rusty Warner , Chiara De Gasperin , Emily Pfeiffer , Brandon Purcell , Brendan Witcher , James DeNeill , Christine Turley

Summary

Companies use the word “personalization” often but have trouble defining it. Personalized interactions occur throughout the customer lifecycle: before, during, and after a purchase. Depth of individualization increases as people move through the customer lifecycle. Companies base personalized moments on a spectrum of methods: segmentation, discrete interactions, preset personas or customer journeys, and contextual understanding and anticipating customer needs. This report helps companies develop a strategy for personalization by asking four key questions.

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