What are the common pitfalls and challenges of implementing personalization at scale?

Imagine setting sail without a map or compass - that's personalization without data. It's essential to gather data about customers' behaviors, interests, and preferences. But remember, data quality matters as much as quantity. Using tools like Google Analytics or CRM software can provide valuable insights. So, collect, analyze, but most importantly, act on the data.

Bad data or no data will torpedo your personalization plans. How to get it? Research tells us that when businesses use the data they collect for the benefit of their customers, many customers don't mind sharing that data. So when you ask for information, tell your customers why. Personalization isn't about you showing off your mad data-collection skills. It's about using that data to give your customers what they want, when they want it. Consumers aren't impressed by 'say my name' any more. They want you to know their name, favorite color and when they need a refill of their favorite product. Use your CRM and other tools to integrate relevant information into your content for one of a kind messaging.

Using zero- and first-party data to segment your audience and send stage-appropriate content may not seem as exciting as adding dynamic content that mentions their name or home town. But this strategy can be highly effective because it goes to the core of meeting people where they are. I don't need to know that you know where I live. I need to receive a message that speaks to my present concerns or objections or meets me at a time of need. I browsed a dozen different coffee makers on your site. Send me an informational email that helps me choose one! I always read the customer reviews when I'm shopping with you so make sure that email includes some testimonials. And don't forget to mention coffee makers in the subject line!

Can you imagine going to a buffet, but all they serve is spaghetti? Boring, right? Similarly, in personalization, variety is the spice of life. If you can't create enough diverse and engaging content, personalization efforts can fall flat. Overcome this by creating a wide spectrum of content types and styles. Collaborate with your content team, and make use of AI and automation tools to scale up content production. The goal? Serve up a sumptuous buffet that caters to all taste buds.

In addition to implementing a customer feedback loop, it’s important to prioritise and address the feedback that has the most significant impact on your business objectives. Not all feedback carries the same weight. And then adopting a proactive approach to customer feedback will allow you to fine-tune your efforts and remain relevant over time.

Sailing in a sea of assumptions can lead to uncharted territories. The same applies to personalization without customer feedback. It's easy to assume we know our customers, but without their feedback, we risk missing the mark. Actively seek feedback through surveys, social media, or user testing. Remember, feedback isn't criticism but a beacon guiding your personalization strategy towards customer satisfaction.

Implementing personalization at scale is like orchestrating a symphony. If each musician plays their own tune, it results in chaos. Similarly, personalization requires alignment across teams. Marketing, sales, customer service, IT - everyone must work towards the common goal of customer delight. Using project management tools can help streamline tasks, maintain communication, and ensure harmony in your personalization efforts.

In the world of personalization, data is gold. But mining it unethically can lead to a trust deficit. Customers are increasingly conscious of their data privacy and misusing data or failing to protect it can severely harm your reputation. Ensure you're transparent about data usage, comply with data protection laws, and safeguard customer data like a treasure. Remember, trust isn't just a pillar of personalization; it's the foundation.

Currently, it's extremely difficult to personalize at scale. It's almost impossible. When it comes to personalization, it's much more powerful to do the unscalable things. It creates a unique touchpoint that 99% of others won't bother to do.

Do your research. Most so-called personalisation sucks—demonstrating you know my name and job title followed by a generic statement doesn't convince me of your credibility. It's like a cold reading from a bogus psychic, except less entertaining. "Show don't tell" is a way better approach. The scale comes from using your data to segment your audience, but, instead of regurgitating what I already know back to me, applying research to go deeper and join the dots between this data and me to craft an approach. How deep will be dependent on your industry and sales motion, but the higher the contract value, the deeper you should go. Personalisation at scale may even be an oxymoron, but you can at least tee it up through segmentation automation.