“Don’t take it personal” is a common retort when an interpersonal interaction goes wrong (usually after having offended someone). Or, at the very least, the communication was not interpreted as you intended.
Given that we just passed ‘Back to the Future’ Day on October 21, 2015—the day in Back to the Future 2 that Marty McFly and Doc Brown traveled to—today’s topic is particularly apropos. Much like Marty and Doc traveling from the past, the resurgent focus on customer experience (CX) and personalization, particularly real-time personalization, is, at its core, the combination of traditional marketing best practices of the past with the tools and techniques available to the modern-day marketer.
Do you remember the first time you received a “personalized” offer in the mail? For me it was in the early ‘80’s and the thrill was brief. It didn’t take long to realize it was simply a computer-generated mass mailing designed to appear personalized. Today that desire for a truly individualized communication continues to be a top priority for the vast majority of consumers, and a critical topic for marketers. Before we explore the concept, we need a shared view of its meaning.