Our personalization consulting experts have quantified our learnings into the BCG Personalization Index™, an assessment of personalization maturity at both the individual company and industry levels. The insights from this assessment will help you to prioritize your strategic roadmap, drive growth, and improve customer satisfaction.
What is personalization?
To become a leader in personalization, you first must understand what personalization is. Personalization is creating experiences at scale that get fine-tuned with each successive interaction, empowering customers to get what they want—better, faster, cheaper, or more easily. Bringing personalization to life requires delivering the right experience, on the right channel, to the right people, at the right time.
Our Approach to Personalization
BCG’s personalization consulting team works side-by-side with your team and as a strategic partner on your personalization journey. We bring a combination of artificial intelligence and organizational intelligence across data, technology, strategy, and ways of working to scale your data and insights by 10 times, show your customers 10 times more relevant content, and drive 10 points faster growth from customers who engage with personalization.
To do this, the team has created what they call the five promises of personalization, or promises a company makes to its customers and needs to live up to. These promises—defined as empower me, know me, reach me, show me, and delight me—are essential are essential to realizing the full potential of personalization.
Empower me
Which steps and use cases in the customer journey do you want to personalize?
Empowering the customer requires a commitment to approach every customer as unique. Our approach allows you to deliver personalized offers and experiences that support and inspire customers, and ultimately foster lasting relationships.
Empowering the customer requires a commitment to approach every customer as unique. Our approach allows you to deliver personalized offers and experiences that support and inspire customers, and ultimately foster lasting relationships.
Know me
How integrated is your customer data? Which collection methods are in place?
Effective personalized marketing requires an in-depth understanding of your customers. Our approach to personalization helps you to deepen and broaden customer relationships to enable more relevant personalized interactions through a real-time, 360-degree view of the customer—including who they are, what they want, and how they have engaged so far—with data sets informed by direct customer relationships.
Effective personalized marketing requires an in-depth understanding of your customers. Our approach to personalization helps you to deepen and broaden customer relationships to enable more relevant personalized interactions through a real-time, 360-degree view of the customer—including who they are, what they want, and how they have engaged so far—with data sets informed by direct customer relationships.
Reach me
What is the current state of your intelligence capabilities? How do they map to your personalization efforts?
A successful approach to customer personalization hinges on connecting with the right customer, in the right channel, at the right moment. Our personalization consulting experts leverage always-on intelligence to design and activate personalization experiments at scale, as well as orchestrate next-best actions across channels.
A successful approach to customer personalization hinges on connecting with the right customer, in the right channel, at the right moment. Our personalization consulting experts leverage always-on intelligence to design and activate personalization experiments at scale, as well as orchestrate next-best actions across channels.
Show me
Is your current state of your content development scalable?
A crucial element of customer personalization is delivering the right content to each individual customer. We help clients to create and tailor dynamic content in real-time—by leveraging generative AI— to speak individually to each customer.
A crucial element of customer personalization is delivering the right content to each individual customer. We help clients to create and tailor dynamic content in real-time—by leveraging generative AI— to speak individually to each customer.
Delight me
How frequently are you measuring and updating touchpoints based on new interactions?
Successful personalization requires you to continuously learn about your customers. Our approach to personalized marketing is focused on enabling you to learn from each customer interaction and to make rapid improvements to the customer experience based on insights from real-time touchpoints.
Successful personalization requires you to continuously learn about your customers. Our approach to personalized marketing is focused on enabling you to learn from each customer interaction and to make rapid improvements to the customer experience based on insights from real-time touchpoints.
Delivering on these five pillars helps organizations to engage customers and market to prospects in a fundamentally different way; one that creates a self-funded cycle through audience-based insights and technology, while avoiding the common roadblocks company’s face in their personalization efforts.
Common Roadblocks in Personalization
Our approach addresses the common roadblocks that prevent clients from capturing the full potential value of their personalization efforts. BCG’s Personalization Index™ has identified the percentage of brands that have cited each as a pain point.
- Data Governance. 33% of brands cited an underinvestment in data quality as a pain point while 41% of brands cited a lack of centralized customer data. In addition, companies face lack of visibility on data and limited data ownership.
- Technology. 59% of brands cited a limited tech stack or lack of integration as a pain point. Companies also face multiplication of tech pilots, high reliance on vendors, complex legacy systems, as well as limited deployment of agile project management.
- People. 71% of brands cited a siloed operations model requiring numerous handoffs as a pain point while 34% of brands cited a lack of employees or agency resources. They also face skills fragmentation and an inability to attract and retain critical talent.
- Change Management. 56% of brands cited the speed and flexibility of creative design as a pain point; 46% of brands cited a limited understanding across the organization; and 40% of brands cited lengthy required reviews for each unique content combination. Brands also face unanticipated impacts on processes, as well as limited trainings and adoptions.
- Value and Prioritization. Brands face numerous roadblocks when it comes to value and prioritization, including a limited view on the business case, insufficient support from executives, numerous isolated initiatives, and unclear ownership.
Book
Order BCG’s Personalization Strategy Book
Done right, personalization is a force multiplier—delighting customers and delivering as much as 10 points faster brand growth.
Our Personalization Tools and Solutions
BCG’s personalization consulting toolkit draws upon a unique combination of industry, technology, and functional expertise. We leverage agency-like capabilities, cutting-edge analytics, and an array of proprietary tools to help companies build scalable personalization businesses. Some of our key personalization consulting resources include:
Tool
Tool
BCG Personalization Index™ Assessment
BCG Personalization Index™ Assessment
BCG X
BCG Xは世界のトップクラスの組織と協働して、新しいプロダクト、サービス、ビジネスの構築により、現在を建設的に破壊し、将来をつくり出します。
BCG X
Fabriq Personalization AI by BCG X
Fast-track your customized marketing efforts with Fabriq Personalization AI by BCG X. Read more to find out how to unleash the power of data driven marketing.
Fabriq Personalization AI by BCG X
Our Awards and Recognition for Personalization Consulting
2024 SIIA CODiE Award: Best Marketing Solution
BCG and
BCG X won the 2024 CODiE Award for Best Marketing Solution for
Fabriq Personalization AI by BCG X. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, "Fabriq empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI."
Our Clients’ Success in Personalized Marketing
Our personalization consulting team has worked with leaders in personalization—and empowered others to join their ranks. Some of the best examples of personalization success include:
小売り業界向けのパーソナライズされたマーケティング 私たちは、クライアントのワントゥワン・マーケティングの実行、すなわち個々の顧客の嗜好、使用法、場所、コンテクストに基づいた体験の実現を支援しました。これによりクライアントは年間売上高の3億ドル増加を実現しました。
リテールバンキングのクロスセリング ライフイベントに基づく、顧客固有のオファーとレコメンデーションを通じて、クライアントがオファーのコンバージョン率を30%向上させるのを支援しました。
航空業界向けの組織能力構築とアジャイルチームの形成 6カ月のパイロット期間を通して、クライアントがアジャイルで機能横断的なチームで働く90人の社内マーケティングチームを拡大しながら、売り上げ増分の5,000万ドルから1億ドルへの増加を実現できるよう支援しました
米国の
バイオ医薬品企業向けに構築したレコメンデーション・エンジン 私たちは、機械学習によって駆動される「ネクスト・ベスト・アクション」エンジンを構築することで、適切なチャネルで適切なオファーを推奨し、ボリュームを3%、受諾を10%増加させました。
The global distributor and solution provider of ingredients and specialty
chemicals partnered with BCG and BCG X to launch a data-driven digital transformation, providing personalized recommendations by customer and generating pipeline growth.
Personalization
Article
2024年11月18日
Top retailers on the BCG Personalization Index can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make customer interactions faster, easier, and more convenient.
AI has made brand-differentiating personalization not only possible but essential for success. Companies that have embraced it are driving next-level personalized experiences—and are gaining sustainable advantages.
Article
2024年6月21日
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
Video
2024年6月19日
Content Creation Is Key to Marketing Success
Companies should prioritize content creation to build trust and engage audiences before launching products, says BCG’s Neal Zuckerman.
パーソナライゼーション エキスパート
BCGのエキスパートは、さまざまな業界や地域で大規模なパーソナライゼーション・プログラムを実行し、ワントゥワンマーケティング戦略に磨きをかけ、持続可能な成功のイネーブラーを構築してきました。
