Personalized - by Mark Abraham & David C Edelman (Hardcover)

About the Book

"Research shows that the vast majority of consumers want personalized experiences, and a select few companies are rising to the challenge. These personalization leaders build trusted relationships with millions of customers across channels and engage with them at every step throughout their journey. They are rethinking their operations and unleashing the creativity of their teams-combined with the power of AI and technology-to fine-tune each successive interaction, delighting customers in the process. Most companies, though, 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 your organization's strategy. Personalized is a playbook to deliver true personalization at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe the Five Promises of Personalization that companies must live up to: Empower Me: Understand each customer's unique needs and decide how to best help them; Know Me: Win customers' trust and permission to securely use their data to improve their experience; Reach Me: Reach out to the right customer, in the right channel, at just the right moment; Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI; Delight Me: Design new ways of working and processes to speed up the velocity of continuous improvement and make a customer's experience feel magical. With detailed examples across industries-including retail, health care, banking, B2B, technology, fashion, 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"--

Book Synopsis

A USA Today Bestseller

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.

Review Quotes

Advance Praise for Personalized:

"Personalization is the new frontier of competition. Without it, consumers will leave your company behind. Abraham and Edelman distill the problem and provide a practical framework to embed personalization at the heart of any organization. A must-read as we enter the age of AI." -- Joey Zwillinger, cofounder, former CEO, and Member of the Board, Allbirds

"A valuable, easy read, providing a comprehensive view of how the promise of personalization can be achieved through AI. With practical advice and real-world examples, Abraham and Edelman demonstrate approaches for using the 'Promises of Personalization' to create competitive advantage." -- Julie Kim, President, US Business Unit, Takeda

"A richly detailed guidebook that all leaders need to read. Personalized captures the strategic opportunities that personalization can offer, while also providing practical lessons on how the C-suite needs to set the vision, drive change, and invest in people, technology, and personalized content." -- Priya Krishnan, Chief Digital and Transformation Officer, Bright Horizons

"Extremely relevant and timely. Personalized takes a modern view of customer strategy, demystifying how to apply AI and generative AI in order to know your customers and show them that you care about their needs." -- Richelle Parham, President, Global e-Commerce and Business Development, Universal Music Group

"Personalized is mandatory reading for all strategists and marketers. With rich stories from leading brands and clear advice on how to deliver true personalization at scale, this book is a wake-up call for all of us on how much change is still to come--and how to seize this opportunity!" -- Antonio Lucio, Chief Marketing Officer, HP

About the Author

Mark Abraham is a senior partner at Boston Consulting Group and founder of the firm's Personalization business. He and his team have accelerated the personalization efforts of more than a hundred iconic brands and built some of BCG's largest ventures and AI platforms, including Fabriq by BCG, for personalization.

David C. Edelman is a senior lecturer at Harvard Business School, an executive advisor and board member to brands and technology providers, and an advisor to BCG. Previously, he was chief marketing officer at Aetna. He has worked with dozens of companies on personalization, AI, and agile marketing at both BCG and Digitas.