パーソナライズされた顧客体験の提供は、もはやオプションではなく必須です。ただし、これを適切に行うには、データとアルゴリズムだけでは不十分です。BCGは、企業が迅速に価値を創出するとともに長期的な成果を実現するための戦略と組織能力を構築できるよう支援します。
パーソナライゼーションに習熟した企業は、成長率を6～10％向上させることができます。そして、適切なチャネルを通じて適切なタイミングで適切な体験を提供することで、企業はマーケティング効率を向上させ、デジタル営業を促進し、顧客とのリレーションシップを強化することができます。
私たちは、マーケティングのパーソナライゼーションをジャーニー（旅）と見なしています。それは最終的に、企業が顧客とやり取りするあらゆる方法に関連します。私たちは、企業が最終目標について大胆なビジョンを策定するお手伝いをします。しかし、同様に重要なこととして、クライアント企業が早期に価値を生み出しつつ、自分たちの進路に必要な組織能力を構築する道筋を進めるよう支援します。
BCG’s personalization consulting team acts as a strategic partner and advisor on your personalization journey. We work side-by-side with your team to bring a combination of artificial intelligence and organizational intelligence across data, technology, strategy, and ways of working.
Delivering on these five pillars helps organizations to engage customers and market to prospects in a fundamentally different way; one that creates a self-funded cycle through audience-based insights and technology, while avoiding the common roadblocks company’s face in their personalization efforts.
BCG’s personalization consulting toolkit draws upon a unique combination of industry, technology, and functional expertise. We leverage agency-like capabilities, cutting-edge analytics, and an array of proprietary tools to help companies build scalable personalization businesses. Some of our key personalization consulting resources include:
Our personalization consulting experts have quantified our learnings into the BCG Personalization Index™, an assessment of personalization maturity at both the individual company and industry levels. The insights from this assessment will help you to prioritize your strategic roadmap, drive growth, and improve customer satisfaction.
Contact the team to learn more
Developed in partnership with Google, this survey measures four key drivers of data-driven marketing and generates a report that benchmarks your organization against others in your industry. Recommendations from the results will help you step up your game.
BCG’s tech build and design unit brings together advanced tech knowledge and ambitious entrepreneurship to help organizations understand personalization marketing trends, build a marketing personalization platform, and enable innovation at scale. Its global team of world-class technologists, scientists, programmers, engineers, and designers includes experts using AI, machine learning, and data to drive business transformation through personalization.
A state-of-the-art set of tools, modules, and integration capabilities, Fabriq by BCG enables users to integrate our modular architecture into their existing technology stack and implement new digital personalization initiatives quickly and effectively, without further scaling or refactoring efforts.
Our personalization consulting team has worked with leaders in personalization—and empowered others to join their ranks. Some of the best examples of personalization success include:
Personalized Marketing for the Retail Industry. We helped our client realize an increase in annual revenue of $300 million by implementing one-to-one marketing—experiences based on preferences, usage, location, and context relevant to individual customers.
Cross-Selling for Retail Banking. Through customer-specific offers and recommendations based on life events, we helped our client increase its offer conversion rates by 30%.
Capability Build and Agile Teaming for the Airline Industry. We helped our client realize $50 million to $100 million in incremental revenue through a six-month pilot while scaling up an internal marketing team of 90 to work in agile, cross-functional squads.
Recommendation Engine Build for US Biopharmaceuticals. We built a “next best action” engine driven by machine learning to recommend the right offer in the right channel, leading to a 3% increase in volume and a 10% increase in acceptance.
While generative AI is poised to transform the workplace, we still need human brains for new ideas. BCG CMO Jessica Apotheker offers a pragmatic and hopeful look at the future of business.
Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.
A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.
BCG's Silvio Palumbo discusses AI's role in reshaping the marketing function, including how platforms like Fabriq can translate complex data into powerful customer insights.
If done right, this increasingly popular offshoot of e-commerce can benefit consumers, tech platforms, and brands. Here are four social-commerce archetypes companies can follow.
Our personalization consulting experts have created large-scale personalization programs across industries and geographies, honing one-to-one marketing personalization strategies, and building the enablers for sustainable, long-term success.
