In today’s content and product-saturated marketplace, personalisation is the key to standing apart from the competition. In 2020 it was expected for customer centricity to overtake price and product as the key brand differentiator, and companies globally will lose over $300 billion each year due to poor customer experience.

Still today, failure to personalise your customer engagement will negatively impact your organisation’s conversion and retention rates, making it difficult or impossible to remain competitive.

While a highly relevant customer experience is essential, simply implementing a personalised marketing strategy is no longer enough – it is necessary that organisations structure themselves around the customer across all lines of business. They must stop looking at customers from siloed marketing, sales, and service perspectives and leverage a 360-degree view of the customer that accounts for every interaction they have with the brand.

“Implementing an organisation-wide personalisation strategy at scale can drive between 5 and 15 percent revenue growth”