个性化：人工智能时代的企业策略

English | October 15th, 2024 | ISBN: 1647826276 | 288 pages | True EPUB | 7.15 MB

In a world where consumers expect more—instantly and seamlessly—personalization is a strategic imperative.

Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process.

But most companies are not doing personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization's strategy.

Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe Five Promises of Personalization • Empower Me: Understand each customer's needs and how best to meet them. • Know Me: Win customers' trust and permission to use their data to improve their experience. • Reach Me: Reach out to the right customer, in the right channel, at the right time. • Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI. • Delight Me: Design new ways of working and ensure continuous improvement, so a customer's experience feels magical.

With detailed examples across industries—including retail, health care, banking, technology, and travel—this book will help executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.

在消费者期望快速且无缝个性化体验的世界里，个性化已成为一项战略 imperative。 消费者渴望个性化的体验，但很少有公司能够应对这一挑战。那些成功实现个性化的企业能够与数百万客户建立信赖关系，并在整个旅程的每个步骤中与其进行互动。通过AI的力量，他们重新思考自己的运营方式并激发团队的创造力来优化每一次互动，从而为客户提供惊喜和愉悦。 但是大多数企业并没有很好地实施个性化策略，导致金钱浪费、努力被忽视以及未能满足客户的期望。为了有效地实施个性化，它必须成为组织战略中的关键组成部分。 《个性化》是一本手册，旨在实现规模化的真正个性化。在这本书中，波士顿咨询集团的马克·亚伯拉和哈佛商学院的戴维·C·艾德林描述了五项个性化承诺： • 我要掌控：理解每位客户的需求并最佳满足。 • 我要信任：赢得客户的信任，并获得使用其数据以改善体验的权利。 • 我要联系：与正确的客户通过正确渠道在适当的时间进行接触。 • 我要展示：根据每个客户量身定制内容，使它们变得相关，依靠生成式AI技术实现。 • 我要愉悦：设计新的工作方式并确保持续改进，以便让客户的体验感觉神奇。 这本书包含跨行业的详细示例——包括零售、医疗保健、银行业、科技和旅行行业——将帮助高级管理人员学习如何将个性化置于其战略的核心位置，加速增长，并抓住价值达2万亿美元的个性化机遇。

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