Personalization should be at the core of strategy. Consumers don’t mind that you have data on them. In fact, they prefer to be recognized and presented with relevant offers. But, they want transparency and control over the data. Personalization needs to be scalable, but should still feel like you are having a 1:1 relationship with each customer.
Bob Ghafouri is the founder and chief executive officer of Bloom, the digital strategy and transformation unit of Accenture, which integrates digital assets, analytics, software and services to help clients drive growth and create new sources of value. He oversees a global team that provides a comprehensive portfolio of business and technology services, from developing digital strategies to helping implement digital technologies and running digital processes in partnership with clients.