Great Personalization Uses Customer Context To Meet Customer Needs And Engender Feelings Of Value, Appreciation, And Confidence

A personalized experience uses customer data and understanding to frame, guide, extend, and enhance interactions based on that person's history, preferences, context, and intent. Personalization should deliver customer value, not just short-term sales goals; competitive advantage will follow. Bank of Ireland and Bank of America are creating personalization programs that focus first on driving customer benefits and second on creating positive business outcomes. Marketers and digital business leaders can learn from how leading firms like BBVA and USAA use personalization to engage customers, deliver value, deepen relationships, and create trust in four ways: inform, guide, advise, and care.