个性化：人工智能时代的客户策略 Personalized: Customer Strategy in the Age of AI

基本信息

Format:Hardback 256 pages, Illustrations

Publisher:Harvard Business Review Press

Imprint:Harvard Business Review Press

ISBN:9781647826277

Published:15 Oct 2024

Dimensions:234 x 155 (mm)

信息仅供参考，具体请以实物为准

书籍简介

在这个消费者期望更多（即时且无缝）的世界里，个性化是一项战略要务。

消费者想要个性化的体验，但很少有公司能迎接挑战。那些在个性化方面取得成功的公司与数百万客户建立了可信赖的关系，并在整个旅程的每一步与他们互动。借助人工智能的力量，他们重新思考自己的运营方式，释放团队的创造力来微调每一次互动，让客户在这个过程中感到愉悦。

但大多数公司在个性化方面做得并不好，导致浪费金钱、浪费精力和达不到预期。要有效地实现个性化，个性化必须成为组织战略的关键要素。

个性化是实现真正大规模个性化的剧本。在这本书中，波士顿咨询集团的马克·亚伯拉罕和哈佛商学院的戴维·C·埃德尔曼描述了个性化的五个承诺：

●Empower Me：了解每个客户的需求以及如何更好地满足这些需求。

●Know Me: 赢得客户的信任和许可，使用他们的数据来改善他们的体验。

●Reach Me: 在正确的时间、通过正确的渠道联系正确的客户。

●Show Me: 通过生成式人工智能定制与每个客户相关的独特内容。

●Delight Me: 设计新的工作方式并确保持续改进，让客户体验变得神奇。

本书提供了零售、医疗保健、银行、技术和旅游等行业的详细示例，将帮助高管了解如何将个性化置于战略的核心，加速增长，并在 2 万亿美元的个性化奖励中分得一杯羹。

In a world where consumers expect more—instantly and seamlessly—personalization is a strategic imperative.

Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process.

But most companies are not doing personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization's strategy.

Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe Five Promises of Personalization:

Empower Me: Understand each customer's needs and how best to meet them.

·Know Me: Win customers' trust and permission to use their data to improve their experience.

·Reach Me: Reach out to the right customer, in the right channel, at the right time.

·Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI.

·Delight Me: Design new ways of working and ensure continuous improvement, so a customer's experience feels magical.

With detailed examples across industries—including retail, health care, banking, technology, and travel—this book will help executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.

作者简介

马克·亚伯拉罕 (Mark Abraham) 是波士顿咨询集团的高级合伙人，也是该公司个性化业务的创始人。他和他的团队加速了 100 多个标志性品牌的个性化工作，并建立了 BCG 的一些大企业和 AI 平台，包括 BCG 的 Fabriq，用于个性化。

大卫·C·埃德尔曼 (David C. Edelman) 是哈佛商学院的高级讲师，品牌和技术提供商的执行顾问和董事会成员，以及 BCG 的顾问。此前，他曾担任 Aetna 的首席营销官。他曾在 BCG 和 Digitas 与数十家公司合作，从事个性化、AI 和敏捷营销。

Mark Abraham is a senior partner at Boston Consulting Group and founder of the firm's Personalization business. He and his team have accelerated the personalization efforts of more than a hundred iconic brands and built some of BCG's largest ventures and AI platforms, including Fabriq by BCG, for personalization.

David C. Edelman is a senior lecturer at Harvard Business School, an executive advisor and board member to brands and technology providers, and an advisor to BCG. Previously, he was chief marketing officer at Aetna. He has worked with dozens of companies on personalization, AI, and agile marketing at both BCG and Digitas.