Competing on Customer Personalization

Have you ever wondered how Amazon, Netflix, and Starbucks started their customer personalization programs? What was the starting point? What were the costs? Who was involved?

The co-authors answer these questions in the very readable Personalized: Customer Strategy in the Age of AI.

Mark Abraham and David Edelman explain that personalization is not email or glorified loyalty rewards programs. Instead, this cross-functional activity starts with a few simple questions in their 5 Promises framework, a launching pad for creating a customer personalization journey.