Gartner Research

Personalization: Customer Value Beyond the Web

Published: 10 September 2001

ID: G00100791

Analyst(s): Tom Berg, Adam Sarner , Walter Janowski


Management Summary Today, more than ever, business has evolved into the age of the customer. Today's customers are more sophisticated, more technology aware and more technology enabled than ever. At the same time, customers are faced with a broader range of choices and options in their buying experience. As a result, customers' expectations are higher, and they are more demanding and less forgiving than ever. Customer intimacy is key to understanding and addressing these customer expectations, and the key to that intimacy is the ability to personalize customer interactions. In the days ahead, enterprises will be challenged by the need to execute real-time tailored interactions across an increasing number of channel platforms. Technology will enable more opportunities for interactions than ever, and resources will need to be dedicated wisely based on customer profiles. Businesses will need to understand how to gather and use detailed customer information without abusing privacy privileges. Thus, personalization will play an ever-increasing role in customer satisfaction and, hence, enterprise success. Definition: Personalization is an enterprise strategy designed to address tailoring customer interactions across sales, marketing and customer service. This Strategic Analysis Report examines the issue of personalization and provides guidelines for action. In doing so, the following Key Issues are addressed. o What is the role of personalization within an organization's customer relationship management (CRM) and marketing strategies? o How can the effective use of personalization techniques help to optimize marketing investments? o What processes and techniques will best achieve customer intimacy through personalization? o What technologies and vendors should be considered when implementing a personalization strategy?

Table Of Contents
  • Management Summary
  • Introduction
    • Personalization Opportunities
    • Privacy Issues
  • The Role of Knowledge
    • Case Study: Harrah’s
    • Customer Intimacy
    • Multiple Points of Contact
    • Case Study: iQVC
  • Personalization in Perspective
    • Web Personalization Techniques
    • Classification of Recommendation or Configuration Techniques
    • Managing the Data
  • Conclusion

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