Personalized: Customer Strategy in the Age of AI

A personalized customer strategy, and the ongoing cycle of activities that power it, creates a competitive moat that is very hard to replicate. Unfortunately, most companies aren’t doing personalization very well. They are relying on outdated personalized customer strategies, insufficiently leveraging  artificial intelligence, and struggling to scale up. 

The Five Promises of Personalization

BCG’s personalization strategy book, Personalized: Customer Strategy in the Age of AI, demystifies personalization at scale, distilling the formula for success into what we call the five promises of personalization.

The five promises of personalization are promises the company makes to the customer—and needs to live up to—in order to deepen digital customer relationships. In the age of AI, every one of these promises must be delivered by bringing together a human touch and the right technology. The five promises of personalization include: empower me, know me, reach me, show me, and delight me.

A small percentage of companies, mostly digital natives, are already living up to these promises and delivering one-to-one, advanced personalization for their customers. Most companies, however, still have far to go to achieve the full potential of cross-channel personalization.

Where Your Personalization Strategy Stands Among Industry Leaders
Personalization is evolving rapidly across industries, shaped by new technologies, shifting customer expectations, and competitive pressures. Discover where your organization stands with our interactive tool and real-world industry benchmarks, to help you refine and optimize your approach.