Hello $FirstName - Norwegian Case Studies: Profiting from Personalization in Norway

The underwear example touches upon the third way of creeping people out – namely, addressing topics that the customer finds it inappropriate to share or discuss with the brand.

you might have defined a customer segment on deterministic data – for example, a customer having bought a specific car from your company. In this case, using this non-sensitive information explicitly will work better than addressing it implicitly.

Figure 22. The additional effect of personalization is highly dependent on the scale of your database: the larger the database, the more you can justify investing in personalization.

three phases: attract, grow, and retain. Within these three phases, they describe several suggested moments of truth to be addressed with automated communication on channels

Another example where a lack of data can indicate a moment of truth relates to win-back offers. If you don’t have any transactional data showing that a customer has purchased from you over, say, the past three months, then there’s a fair chance that indeed they haven’t bought anything and that they may not do so again without a little extra carrot.

The amount of work you put into tying this beautiful knot will be worth it if you use it for the most important parts of your customer journey and craft a personalized and memorable experience.

distinguish between explicit and implicit personalization. Explicit personalization covers cases where it is apparent to the receiver that personalization has taken place.

Having a large-scale customer database with permissions and transactions alongside a high value per customer (upper right quadrant of Figure 23) is, of course, the dream scenario and personalization should be a no-brainer.

If, however, you took a manual look at the top five behavioural clusters in your company, there would be a fair chance that you’d be able to recognize those ‘types of customer’ and relate to who they are.