Mobilizing the C-suite to embrace personalization across the entire organization
David Edelman
Harvard Business School
David is Executive Advisor & Fellow at Harvard Business School
Personalized, Customer Experience in the age of AI- Part 1The history of personalization
- Part 2AI Personalization Improves ROI?
- Part 3AI personalization Secret Sauce
- Part 4 Mobilizing the C-suite to embrace personalization across the entire organization
Show Notes
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00:45Implementing AI driven personalization strategies for improved ROI.Discussion on leveraging AI to enhance personalization efforts and drive better return on investment.
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02:15Overcoming challenges in mobilizing the C suite for personalization.Strategies to engage top executives in embracing personalization initiatives across the organization.
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04:00Enhancing customer experiences through tailored content delivery.Exploring methods to customize content delivery to provide a more personalized experience for customers.
Quotes
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"One of the most important things in mobilizing is recognizing in your company where there have been compromises that you've made customers accept." - David Edelman
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"Doing personalization is usually a team sport. It takes a village. It's not just marketing. So you need a rallying objective of changing the way customers are going to interact with you, their perception of the brand, how you're going to create new value and differentiate yourself." - David Edelman
Episode Chapters
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01:33Game PlanMobilizing C suiteRecognizing customer compromises in a company and starting with a rallying cry that puts the customer first is crucial for embracing personalization.
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02:34Game PlanChanging customer experienceFocusing on how to change the customer experience, prioritizing data collection, utilization, and cross-functional collaboration to make data a corporate asset.
- Part 1The history of personalization
- Part 2AI Personalization Improves ROI?
- Part 3AI personalization Secret Sauce
- Part 4 Mobilizing the C-suite to embrace personalization across the entire organization
David Edelman
Harvard Business School
David is Executive Advisor & Fellow at Harvard Business School
Personalized, Customer Experience in the age of AIUp Next:
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Part 1The history of personalization
David Edelman, senior lecturer at Harvard Business School, takes us through the history of personalization in marketing, starting from the early days of direct mail to today's AI-driven strategies. He explains how channels have evolved and discusses the importance of moving from merely targeting customers to enhancing their overall experience. Learn how companies can gather and utilize data more effectively to create lasting, personalized customer interactions.
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Part 2AI Personalization Improves ROI?
David Edelman, senior lecturer at Harvard Business School and author of "The Personalized Customer Experience in the Age of AI," delves into the history and future of personalization. Discover how proper use of artificial intelligence can drive significant ROI improvements, illustrated by examples like Shopify's impressive 400% boost in conversion rates. Gain insights into the critical importance of starting with customer value to create impactful, personalized experiences. Learn why brands like Starbucks have succeeded by simplifying the user experience through smart AI applications.
Play Podcast -
Part 3AI personalization Secret Sauce
David Edelman, Senior Lecturer at Harvard Business School and Executive Advisor, delves into the history of personalization and shares five key ingredients for creating personalized customer experiences. Learn how to empower customers, manage sensitive information, and utilize AI for optimal engagement timing. Discover strategies for crafting personalized content and continuously improving through testing and feedback.
Play Podcast -
Part 4Mobilizing the C-suite to embrace personalization across the entire organization
David Edelman, Senior Lecturer at Harvard Business School and executive advisor, dives into the history of personalization and how to mobilize the C-suite to embrace it. He shares critical insights about breaking customer compromises and creating a rallying cry that puts the customer first. Discover strategies for transforming customer experiences and leveraging data as a corporate asset.
