Toward customer hyper-personalization experience — A data-driven approach

Artikel

Today's omnichannel business models incorporate physical and digital touchpoints interacting with customers. A hyper-personalization strategy relies on the organization's capability to gather and transform customer data into personalized experiences; therefore, when a hyper-personalization organizational plan is put in place, it serves two main functions: to deliver personalized experiences and increase the number of customers receiving such experiences. For this to happen, four elements are required for a hyper-personalization strategy: data foundation, decisions, design, and distribution. While customer master data management relies on the correct identification of a customer, a real customer insight can only be achieved when three types of customer data are gathered: Identity, Contactability, and Traceability (I, C, T)- fulfilling the first element of a hyper-strategy. This article aims to identify the benefits in the total number of customers that can receive a hyper-personalization strategy when real-time touchpoints are linked to a customer Master Data Management that integrates the three types of customer data.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 9 ; Year: 2022 ; Issue: 1 ; Pages: 1-16

Klassifikation und Themen

• Klassifikation: Management
• Thema: Big Data ; Customer interaction ; personalization ; touchpoints

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Mendia, J. M. Valdez ; Flores-Cuautle, J. J. A.
• Ereignis: Veröffentlichung
• (wer): Taylor & Francis
• (wo): Abingdon
• (wann): 2022

Weitere Informationen

• DOI: doi:10.1080/23311975.2022.2041384
• Letzte Aktualisierung: 10.03.2025, 11:45 MEZ