Personalized: Customer Strategy in the Age of AI | 誠品線上

Personalized: Customer Strategy in the Age of AI

內容簡介

內容簡介 《個性化：人工智慧時代的客戶策略》《USA Today》暢銷書在當今消費者期待更多、追求即時且無縫體驗的世界中，個性化已成為企業的戰略必需品。消費者希望獲得個性化的體驗，但只有少數公司真正迎接了這一挑戰。那些在個性化上成功的公司，不僅與數百萬客戶建立了值得信賴的關係，還在他們的旅程中每一步都與之互動。通過人工智慧的力量，這些公司重新思考運營方式，釋放團隊的創造力，優化每一次互動，並在此過程中讓客戶驚喜不已。然而，大多數公司並未成功地實現個性化，導致資金浪費、努力白費以及客戶期望落空。要想真正做到個性化，必須將其視為企業策略的核心元素。《個性化》是一份在大規模實現真正個性化的操作指南。波士頓諮詢集團（BCG）的 Mark Abraham 和哈佛商學院的 David C. Edelman 在書中介紹了個性化的五大承諾：賦能我（Empower Me）：了解每位客戶的需求，並確定最佳的滿足方式。了解我（Know Me）：贏得客戶的信任，並獲得使用其數據來改善體驗的許可。觸及我（Reach Me）：在適當的時間，通過適合的渠道接觸到合適的客戶。展示給我（Show Me）：利用生成式 AI，為每位客戶量身定制相關內容，確保其具備相關性與吸引力。取悅我（Delight Me）：設計創新的工作方式，確保持續改進，讓客戶的體驗充滿驚喜與魔力。透過涵蓋零售、醫療保健、銀行、科技和旅遊等行業的詳細案例，本書幫助高管們學會如何將個性化置於企業策略的中心，加速業務增長，並在估值達 2 兆美元的個性化市場中贏得一席之地。讓個性化不僅僅是一個選項，而是讓企業和客戶都能受益的核心戰略。A USA Today BestsellerIn 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 personali

各界推薦

各界推薦 ReviewAdvance Praise for Personalized:"Personalization is the new frontier of competition. Without it, consumers will leave your company behind. Abraham and Edelman distill the problem and provide a practical framework to embed personalization at the heart of any organization. A must-read as we enter the age of AI." — Joey Zwillinger, cofounder, former CEO, and Member of the Board, Allbirds"A valuable, easy read, providing a comprehensive view of how the promise of personalization can be achieved through AI. With practical advice and real-world examples, Abraham and Edelman demonstrate approaches for using the 'Promises of Personalization' to create competitive advantage." — Julie Kim, President, US Business Unit, Takeda"A richly detailed guidebook that all leaders need to read. Personalized captures the strategic opportunities that personalization can offer, while also providing practical lessons on how the C-suite needs to set the vision, drive change, and invest in people, technology, and personalized content." — Priya Krishnan, Chief Digital and Transformation Officer, Bright Horizons"Extremely relevant and timely. Personalized takes a modern view of customer strategy, demystifying how to apply AI and generative AI in order to know your customers and show them that you care about their needs." — Richelle Parham, President, Global e-Commerce and Business Development, Universal Music Group"Personalized is mandatory reading for all strategists and marketers. With rich stories from leading brands and clear advice on how to deliver true personalization at scale, this book is a wake-up call for all of us on how much change is still to come—and how to seize this opportunity!" — Antonio Lucio, Chief Marketing Officer, HP

作者介紹

作者介紹 Mark AbrahamMark 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. EdelmanDavid 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.

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最佳賣點

最佳賣點 : 深入探討了人工智慧（AI）如何在現代商業環境中推動大規模的個性化策略

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