Guide
Personalization at Scale
One-to-one for everyone
As customers increasingly use digital channels, brands must deliver personalized experiences that make them feel understood and valued.
But beyond customer expectations, there’s business incentive: 50% of revenue comes from the top 10% of customers, and 90% from the top 20%. Retaining these top customers and finding more like them is crucial. That’s where personalization is a powerful advantage, allowing you to create tailored experiences that build lasting relationships.
At its core, personalization means making interactions more relevant to customers. Personalization at scale goes further, ensuring relevance every time. Yet, even starting means having a full view of everything there is to know about your customers.
In the guide, explore:
Three fundamentals of personalization at scale
Where to start
How Alaska Airlines uses personalization to drive revenue
Common pitfalls of personalization initiatives
The technical capabilities needed to power personalization
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Key capabilities
Leverage customer data effectively to understand each customer individually and deliver tailored experiences
Find the perfect personalization mix
Maximize the benefits of personalization while minimizing the risks of alienating customers or compromising their trust
Scale up your personalization
Make every interaction relevant and meaningful, building stronger relationships and driving better business outcomes
From basics to revenue
Enhance the customer experience at every touchpoint and gain a competitive edge that drives revenue growth