’Hello Me’ - AI has flipped Personalisation23 Heinä

Hello $Firstname AI Edition, Chapter 15: The Basic Foundations for Personalisation

In Chapter 15 of Hello $Firstname, Ida Söderbäck reads ‘The Basic Foundations for Personalisation’.

Ida Söderbäck is a customer loyalty and CRM marketing expert currently at the Swedish Red Cross. In this chapter, she reads the opening chapter of Part Three, where the book turns from what personalisation is and how it creates value to when personalisation is actually the right tactic to use.

The chapter asks three important questions: Do you have the prerequisites to do personalisation? Is it the right thing for your organisation to do? And is it the right thing to do now?

It argues that personalisation is a distinct communication tactic, not the answer to every marketing or business challenge. Before investing heavily in personalisation, organisations need a solid core offering, brand trust and demand, access to customer data and insights, and enough content to match those insights with something useful to say.

The chapter also makes a pragmatic point that is sometimes overlooked in personalisation projects: if the value proposition is weak, if the customer experience is fundamentally broken, or if no one knows or trusts your brand yet, personalisation is unlikely to fix the problem.

In her reflection at the end, Ida connects the chapter to loyalty and CRM. For her, personalisation is central to creating relevant communication, building relationships, and increasing loyalty and revenue. But she also underlines the chapter’s core message: personalisation becomes powerful only when the organisation has the right prerequisites, including individual-level data, the right competencies, and the martech systems to put it all into action.

The chapter serves as a useful reality check for any marketing leader facing pressure to personalise before the basics are in place.

More resources from the Hello $Firstname universe

You can buy the physical book here: https://amzn.eu/d/6jV4QZT

If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalisation, AI Edition on your local Amazon store.

You can download the illustrations and models from the book here: https://www.omnichannelinstitute.com/en/resources

You can also learn more about the Personalisation Cards and Canvas, which help teams turn the Bowtie of Personalisation into practical use cases, here: https://www.omnichannelinstitute.com/en/personalizationcards

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Hello $Firstname AI Edition, Conclusion and Epilogue - when the customer sends an agent...

In the chapters leading up to this point, we've explored how to create meaningful, personalised experiences across channels, campaigns, and touchpoints. We've talked about data, content, and the orche...

24 Syys 10min

Hello $Firstname AI Edition, Chapter 22: Achieving Organisational Maturity for Personalisation

In Chapter 22 of Hello $Firstname, Arild Horsberg reads ‘Achieving Organisational Maturity for Personalisation’. Arild Horsberg is general manager of Forte Optimize in Oslo, Norway. In this chapter, h...

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Hello $Firstname AI Edition, Chapter 21: Governance and Processes

In Chapter 21 of Hello $Firstname, Yogita Wadhwa reads ‘Governance and Processes’. Yogita Wadhwa works in what she calls the messy middle, where strategy, technology, data, and execution have to come ...

23 Syys 38min

Hello $Firstname AI Edition, Chapter 20: Marketing Technology

In Chapter 20 of Hello $Firstname, Matthew Niederberger reads ‘Marketing Technology’. Matthew Niederberger is a fractional head of martech at Martech Therapy, which mostly means he gets called in when...

23 Syys 28min

Hello $Firstname AI Edition, Chapter 19: People and Skills for Personalisation

In Chapter 19 of Hello $Firstname, Michel Stevens reads ‘People and Skills for Personalisation’. Michel Stevens is course director at CXM Academy and has spent his professional life on exactly what th...

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Hello $Firstname AI Edition, Chapter 18: Models of Organisational Maturity in Personalisation

In Chapter 18 of Hello $Firstname, Fiona Ngaruro reads ‘Models of Organisational Maturity in Personalisation’. Fiona Ngaruro is a digital growth and marketing technology strategist based in Nairobi, K...

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Hello Me — AI has flipped Personalisation. Are Marketers Ready?

For two decades, personalisation has been something brands did to consumers. AI just flipped that. In this opening episode, Rasmus Houlind (Agillic, Hello $Firstname) and Frans Riemersma (MartechTribe...

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Hello $Firstname AI Edition, Chapter 17: Conversion Rate Optimisation and Personalisation

In Chapter 17 of Hello $Firstname, Steen Rasmussen reads ‘Conversion Rate Optimisation and Personalisation’. Steen Rasmussen is co-founder of Brand Leadership Community and IIH Nordic, as well as an i...

23 Heinä 14min