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パーソナライゼーション

パーソナライゼーションはあらゆる業界にわたり競争上の差別化要因となり、リーダーには大きな優位性をもたらします。顧客パーソナライゼーションに対するBCGのアプローチは、組織にマーケティングのスピードと規模における10倍の成長達成を可能にします。

Personalization is driving big numbers across sectors. Financial services companies are using personalized marketing to increase revenue by more than 30%; health care organizations are improving ROI up to 300%; and retail brands are increasing incremental revenue by $1 billion over three years.

Leaders in personalization grow revenue 10 percentage points faster annually than laggards and enjoy higher customer satisfaction scores.

 

What is personalization?


BCGのパーソナライゼーションへのアプローチ

BCGのパーソナライゼーション領域のコンサルティングチームは、クライアントのパーソナライゼーションの道筋の戦略的パートナーおよびアドバイザーとして伴走します。BCGはクライアントチームと肩を並べて、データ、テクノロジー、戦略、働き方にわたりAIと組織インテリジェンスを組み合わせて支援します。

Empower me

Which steps and use cases in the customer journey do you want to personalize?

Empowering the customer requires a commitment to approach every customer as unique. Our approach allows you to deliver personalized offers and experiences that support and inspire customers, and ultimately foster lasting relationships.

Know me

How integrated is your customer data? Which collection methods are in place?

Effective personalized marketing requires an in-depth understanding of your customers. Our approach to personalization helps you to deepen and broaden customer relationships to enable more relevant personalized interactions through a real-time, 360-degree view of the customer—including who they are, what they want, and how they have engaged so far—with data sets informed by direct customer relationships.

Reach me

What is the current state of your intelligence capabilities? How do they map to your personalization efforts?

A successful approach to customer personalization hinges on connecting with the right customer, in the right channel, at the right moment. Our personalization consulting experts leverage always-on intelligence to design and activate personalization experiments at scale, as well as orchestrate next-best actions across channels.

Show me

Is your current state of your content development scalable?

A crucial element of customer personalization is delivering the right content to each individual customer. We help clients to create and tailor dynamic content in real-time—by leveraging generative AI— to speak individually to each customer.

Delight me

How frequently are you measuring and updating touchpoints based on new interactions?

Successful personalization requires you to continuously learn about your customers. Our approach to personalized marketing is focused on enabling you to learn from each customer interaction and to make rapid improvements to the customer experience based on insights from real-time touchpoints.

これら5つの柱を実行することにより、組織は根本的に異なる方法で顧客と関わり、見込み顧客にマーケティングを行うことができます。これはパーソナライゼーションの取り組みにおいて企業が直面する一般的な障害を回避しながら、オーディエンスベースのインサイトとテクノロジーを通じて自己資金によるサイクルを生み出します。

Common Roadblocks in Personalization


Preorder BCG’s Personalization Strategy Book

Cover of the book Personalized: Customer Strategy in the Age of AI by BCG experts Mark Abraham and David Edelman

Personalized: Customer Experience in the Age of AI

By Mark Abraham and David Edelman

Amazon

BCGのパーソナライゼーションのツールとソリューション

私たちのパーソナライゼーションに関するコンサルティングでは、業界、テクノロジー、機能に関する専門知識・経験を独自のやり方で組み合わせてクライアントを支援します。エージェントのような組織能力、最先端のアナリティクス、およびBCG独自のツール群も活用します。主なパーソナライゼーション・リソースには以下のようなものがあります。

BCG Personalization Index™ Assessment

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
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BCG X

BCG Xは、BCGのテクノロジー構築と設計の部門であり、テクノロジーに関する最先端の知識と野心的な起業家精神を持ち合わせ、企業が未来に向けた大きな取り組みを始めるのを支援し、大規模なイノベーションを可能にします。世界有数のテクノロジー専門家、サイエンティスト、プログラマー、エンジニア、デザイナーからなるグローバルなチームには、AI、機械学習、データを利用した専門性が備わっており、事業変革を推進します。

Fabriq by BCG

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 Awards and Recognition for Personalization Consulting

Award Icon for Promos.png

2024 SIIA CODiE Award: Best Marketing Solution - Fabriq by BCG

BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq by BCG. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, "Fabriq empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI."

パーソナライズドマーケティングに関する、BCGのクライアントの成功事例

BCGのパーソナライゼ-ション コンサルティングチームは、パーソナライゼ-ションの先進企業と協力してきた豊富な経験があります。また他の企業が、それらの一員となるための支援もしてきました。パーソナライゼーションの成功のいくつかの好例をご紹介します:

パーソナライゼーション 最近の論考・動画など

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How CMOs Are Shaping Their GenAI Future

According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.

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How Retail Media Can Top the CMO Agenda

Retail Media 3.0 will unlock the channel’s potential as a powerful, strategic marketing tool. But to get there, players must leverage partnerships and insights.

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Smarter Retailer Promotions for a Saturated Market

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.

What Will AI Do for Customer Experience?
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What Will AI Do for Customer Experience?

A revolution is underway in personalized shopping, customer service, and marketing. Companies that successfully deploy generative AI can set themselves apart from the competition.

パーソナライゼーション エキスパート

BCGのエキスパートは、さまざまな業界や地域で大規模なパーソナライゼーション・プログラムを実行し、ワントゥワンマーケティング戦略に磨きをかけ、持続可能な成功のイネーブラーを構築してきました。

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