Personalized Customer Strategy in the Age of AI: A Five-Part Framework for Driving Growth

Personalized Customer Strategy in the Age of AI: A Five-Part Framework for Driving Growth

Many brands today focus on retaining customers through personalized, data-driven experiences. David Edelman , senior lecturer at Harvard Business School and former Chief Marketing Officer of Aetna, offers insights from his new book, "Personalized: Customer Strategy in the Age of AI," co-authored with Mark Abrahams.

His five-part framework helps companies use AI not just to streamline processes but to drive growth through stronger customer connections.?

  1. Empower the Customer: AI should enable customers to accomplish tasks effortlessly, acting on their behalf to streamline experiences. Think of Uber, which uses data to connect customers to rides instantly.
  2. Know the Customer: AI gathers and integrates data from various channels (marketing, sales, customer service) to form a complete picture of each customer, personalizing interactions based on unique preferences and needs.
  3. Reach the Customer at the Right Time: Timing matters. Predictive AI can identify optimal engagement moments, ensuring interactions are relevant and timely, rather than disruptive.
  4. Show the Customer: Generative AI creates personalized content—like custom images and tailored recommendations—that speaks directly to customers’ individual contexts and interests.
  5. Delight the Customer: AI-driven learning allows brands to continually refine personalization strategies, improving engagement by consistently offering relevant, value-driven experiences.

While AI holds promise, challenges remain. Automated messaging can feel spammy, and algorithmic bias can affect inclusivity. Human oversight keeps experiences aligned with brand standards. Data privacy and transparency also remain essential for trust.

Embracing Edelman’s framework allows businesses to maximize AI’s potential for growth. Personalized AI strategies have become crucial, transforming customer experience into a strategic advantage for brands today.

Listen to the episode on Apple Podcasts , Spotify or your favorite podcast platform .


Don't miss Blake Morgan's new book, "The 8 Laws of Customer-Focused Leadership." To learn more visit www.8CXLaws.com .


Pamela Gelie

Director Customer Experience | CXO | Financial Services | Digital Transformation | Banking & Insurance | Diversity Advocate

1 周

AI if used right will help companies meet customers expectations, give a competitive edge and bring operational efficiency... if it addresses problem/ complaint resolution, personalisation and streamline the customer journey

Solomon Sogunro

Enterprise Software Product Leader | B2B/B2C Expertise | Innovator in Gen & Predictive AI | Transforming Ideas into Impactful Products | UX Design Advocate

2 周

Blake Morgan These building blocks are great for using AI in customer experience. I think about customer experience as people talking to each other, not just robots talking to people. My question is: will human connection still matter with more AI? While AI helps companies work faster, will understanding and caring in conversations still remain important for good buying relationships between customer and company? How can we use AI and still keep real human connections?

Jennifer Robinson ??

Partner Marketing Manager | SaaS Growth

2 周

Blake Morgan, ai’s role in customer experience is huge. striking that balance between tech and humanity, though? it’s a fine line

Chris Hood

Founder, Strategist, Author, Keynote Speaker | xGoogle, xDisney, xFox, xUniversal | Disrupting Gaming with Intelligent Experiences | Expert in AI, Customer Experience, Digital Strategy & Customer Transformation.

2 周

Great framework!

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