There is no personalisation without orchestration

Abstract

For many in marketing, personalisation is the current ‘Holy Grail’. But while some firms are seeing results, most are not realising the intended value from the investments they make in personalisation initiatives. The projects, once started, live and breathe on customer insights — but customer insights are not enough. The insights derived from advanced marketing/customer analytics (especially when applied to combined ‘Big Data’ and customer interaction data), are too often left languishing within stove-piped teams, processes and systems. To achieve personalisation outcomes, insights must be aggregated in alignment with how customers think and behave, and then converted to actions that impact and improve the customer experience. ‘Insight activation’ equates to the ‘orchestration’ of a personalisation strategy, and one that too many organisations struggle to traverse due to the legacy of solving the company’s needs of the moment. This paper explores the challenges, root causes and new approaches that organisations can use to properly orchestrate a personalised customer experience.