Adobe Target: Personalization at scale Powered by AI

How to meet customer expectations at the right place and time, every time? Let’s find an answer! 

Ensuring that you consistently optimally meet customer expectations requires a strategic approach. Let’s explore a quick exercise to highlight the significance of personalization at scale in this context. Please take a moment to pause your current activity and engage with someone you know by using their name. Notice the immediate impact—it grabs their attention and triggers a positive response, courtesy of feel-good hormones like dopamine and serotonin. This simple act communicates its importance to you and sets the stage for the importance of what you’re about to convey. 

Enter new Adobe Target World – Personalization at Scale

In an era of customer experience, personalization extends beyond mere name usage. It involves accompanying customers at every step of their journey, anticipating their needs before they even realize them, and delivering precisely what they require exactly when and where they need it. The true power of personalization at scale lies in making every individual feel recognized and comprehended.

To boost customer experience, personalization must operate at a scale, seamlessly catering to the needs of hundreds, thousands, or even millions of customers in real time, regardless of their location. This level of personalization is not just a futuristic concept—it’s actively unfolding in the present.

In substance, personalization is about providing a tailored experience to the right customer through the right channel. Taking it a step further, personalization at scale is the ability to accomplish this for every customer across every channel in real time. This approach signifies the future of customer experience, and the exciting part is—it’s happening now.

The key ingredients? Flexibility and speed

The concept of personalization is not new, but in today’s dynamic landscape, it has evolved into a critical aspect of customer engagement. The multitude of opportunities to connect with customers in meaningful ways and cater to their unique needs has never been more abundant. Simultaneously, customer expectations have reached new heights, demanding businesses to execute personalized strategies on a massive scale.

Consider the scenario where a customer seamlessly transitions from online engagement with your app to seeking assistance from an in-store sales associate. They anticipate a continuous and personalized experience throughout this journey. Whether they’ve recently favorited a stylish blue polar fleece tracksuit or it’s their birthday month, customers expect businesses to keep pace and respond accordingly. Imagine having a 20% off coupon for tracksuits ready for them at checkout—it’s the kind of personalized touch that leaves a lasting impression.       

Five personalization challenges to plan for your Business

Challenge 1: Extracting the Power of Data 
Data is the backbone of personalization, but its potential often remains untapped. Many brands struggle to convert data into actionable insights due to inadequate data management. This is reflected in the fact that 78% of marketing organizations, as per Adobe’s 2022 Marketing Organization Performance Index, feel ineffective in utilizing data. The solution lies in consolidating customer and account data into a unified platform, powered by AI and machine learning. This integration not only enhances understanding but also facilitates the creation of personalized experiences, potentially adding $5.6 billion (about $17 per person in the US) in revenue within six months. 

Challenge 2: Building Trust Alongside Data 
As custodians of vast amounts of data, businesses must prioritize security and privacy. Adobe’s 2022 Trust Report reveals that 72% of consumers lose trust in brands due to poor personalization execution, leading to potential long-term damage. With the phasing out of third-party cookies, first-party data gains precedence. Investing in tools that securely leverage first-party data is crucial to building and maintaining trust, especially in a future without cookies. 

Challenge 3: Content Proliferation 
The demand for personalized content across diverse channels poses a significant challenge. Organizations grapple with fragmented content operations, hindering collaboration and productivity. To address this, businesses need a centralized platform for content creation, delivery, and optimization. Streamlining these processes is essential for meeting the increasing demands of personalization at scale. 

Challenge 4: Consistency Across Touchpoints 
Maintaining a consistent and connected customer experience is paramount. Businesses often struggle to deliver personalized experiences across various touchpoints, risking customer disengagement. A mere 12% of companies currently make nearly all customer experience decisions in real-time, highlighting the gap in personalizing the entire customer journey. An integrated digital infrastructure that acts on real-time data across all customer interactions is the key to addressing this challenge. 

Challenge 5: Scaling Personalization Effectively 
While personalization at scale proves its value, scaling it can be overwhelming for many brands. The uncertainty around required systems, technologies, and processes can hinder progress. However, a well-defined strategy is the solution. With a solid plan in place, scaling personalization becomes more manageable, ensuring a seamless transition from initial efforts to a comprehensive and effective personalization approach. 

Must Read Stats 

The study emphasizes the tangible benefits of personalized experiences, ranging from financial gains to employee satisfaction and superior performance throughout the customer journey. 

• Commissioned by Adobe, a Forrester Consulting study reveals the significant ROI of one-to-one personalization at scale.  
• Companies investing in improving customer experience outpaced others in revenue growth. 
• Experience-focused organizations grew revenue 1.7 times faster in 2021.  

• Prioritizing customer experience increased customer lifetime value by 2.3 times compared to digital laggards. 
• Experience-driven businesses not only excel financially but also boast happier employees. 
• Across the entire customer lifecycle, experience-led organizations outperform in attraction, retention, and advocacy. 

Make Digital More Personal with Adobe Target NextRow Services

Even with a vast customer base, personalization can be the key to forging a profound bond with everyone. By making strategic personalization choices, you not only gain insights into your customers but also earn their trust, leading to enhanced acquisition, satisfaction, and retention rates.

NextRow has the potential of personalization to revolutionize your digital interactions and create unparalleled customer experiences. Here’s how our experts Adobe Target guide can help you on this transformative journey:  

1. Harness the Power of Data: Utilize cutting-edge technologies for data collection, insights, and profile creation. Maximize the value of your data to truly understand your customers. 
2. Build a Robust Content Delivery Engine: Establish a scalable engine with industry-leading solutions for content production, collaboration, delivery, and optimization. Ensure your content resonates across various channels. 
3. Craft Seamless Personalized Journeys: Leverage technologies designed for omnichannel orchestration at every phase of the customer lifecycle. Create journeys that seamlessly adapt to individual preferences and behaviors. 
4. Embrace Cultural and Operational Change: Implement the necessary changes in culture and operations to stay agile and respond swiftly to evolving customer expectations and market dynamics. Stay ahead of the curve in this fast-paced digital landscape.

With Adobe’s comprehensive solutions, you can not only meet but exceed your digital transformation needs. Discover how our expertise can support your journey and help you achieve unparalleled personalization at scale goals.