Harvard Business Review article on how cutting-edge companies use AI-powered intelligent experience engines to assemble unprecedented customer experiences. They are time-consuming, expensive, and technologically complex, but the result allows companies to deliver differentiating hyper-personalization at a scale.
Customer personalization at scale is possible for the first time in history as the convergence of powerful technologies, digitally mature customers, and an ever-expanding customer data pool has created retail’s “Perfect Storm.
Despite their similar names, CRM and CDP each serve a distinct purpose that has a tangible effect on achieving customer experience hyper-personalization.
Retailers are focused on creating seamless experiences across their multiple shopping channels, but today’s digitally mature customer has created their own channel, determining what they want to listen to and how they want to interact with retailers. If retailers aren’t focused on the only channel that exists now – The Customer Channel – then they run the risk of becoming irrelevant.