’Hello Me’ - AI has flipped Personalisation23 Sep

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, he reads the final chapter of Part Four, where the book brings people and skills, technology, and governance together and turns the maturity model into action.

Knowing the levels of the back end of the Pyramid of Personalisation does not by itself help you move from one level to the next. This short chapter focuses on the actions needed to break through the otherwise invisible glass ceilings between Hack, Pack, and Stack.

To break through from Hack to Pack, the chapter recommends stabilising the performance of your core platforms, moving from a simple email service provider to a real marketing automation or customer engagement platform, and establishing clarity around how the data layer should work. It also recommends establishing a brand LLM, transitioning your team of builders into a team of executors, and documenting both your existing and your future marketing processes. As the chapter puts it, building the car and driving it are two different jobs.

To break through from Pack to Stack, the chapter recommends deploying complementary personalisation technologies, streamlining the content and data layers, and establishing agile, cross-functional journey teams with agentic support. Finally, it calls for realigning incentives and personalisation accountability around customer centricity, because if you keep measuring the old metrics, you will not get the new results you are after.

In his reflection at the end, Arild agrees wholeheartedly and adds one piece of advice: do not let IT have the decisive role in this process. It must be owned by the people responsible for customer communication and the customer journey. And make sure that person has enough empowerment not only to say no to ideas, but to say yes, this is how we are going to do it.

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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