Why Every Business Must Run a Personalization Marathon (227)

This week’s podcast is about personalization and never-ending customer improvements. This is a key operating activity. And sometimes it is a digital marathon that can create an operating advantage.

You can listen to this podcast here, which has the slides and graphics mentioned. Also available at iTunes and Google Podcasts.

Here is the link to the TechMoat Consulting.

Here is the link to the Tech Tour.

Here are the 4 steps to start personalizing.

• Step 1 is DOB3 (Digital Core) and DOB 6 (people, culture, teams). Do organizational change.
• Step 2 is to identify 3-4 Use Cases:
  • These will impact different functions differently.
• Step 3 is to have an ROI within 6 months.
• Step 4 is to get the process to 5-7 days.

Here are the 6 types of customers (from BCG).

1. Brand advocates
2. Multicategory
3. Single-category regulars
4. Deal seekers
5. Disengaged
6. Lapsed

Here are the 4 stages of extreme personalization and customer improvements.

Stage 1 - Personalization Marathon

Stage 2 - Repeat and Retain Machine.

• Also move beyond just sales transactions. Do experience management.

Stage 3 - Surround Customers with Value. Add complementary services. Bundles. Consumption ecosystems.

• Including AI services. This is where the Rate of Learning Marathon really matters. Watch for machine learning operating flywheels.

Stage 4 - Build a Moat

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I write, speak and consult about how to win (and not lose) in digital strategy and transformation.

I am the founder of TechMoat Consulting, a boutique consulting firm that helps retailers, brands, and technology companies exploit digital change to grow faster, innovate better and build digital moats. Get in touch here.

My book series Moats and Marathons is one-of-a-kind framework for building and measuring competitive advantages in digital businesses.

This content (articles, podcasts, website info) is not investment, legal or tax advice. The information and opinions from me and any guests may be incorrect. The numbers and information may be wrong. The views expressed may no longer be relevant or accurate. This is not investment advice. Investing is risky. Do your own research.

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