In today’s business landscape, personalization is more than just a trendy term. It has become a vital factor in setting companies apart in the age of the digital savvy informed consumer. Real-time personalization has now emerged as a game-changer, enabling businesses to customize their offerings based on customers’ unique preferences and responding to customer actions in real-time, leading to a competitive edge and stronger customer relationships. However, integrating real-time personalization into business strategies is no easy feat. Below are some of the biggest obstacles businesses face and solutions for conquering them.

Challenge 1: Collecting and analyzing large amounts of customer data. To deliver personalized experiences, companies must gather and analyze significant amounts of customer data, including purchase history, browsing behavior, demographics, and social media activity. However, managing and interpreting this data can be overwhelming.

Solution: Implement Customer Data Platform. To overcome this challenge, companies must invest in advanced customer data management tools such as a Customer Data Platform (CDP) that can stitch together and efficiently process vast amounts of data from different sources. Tools such as the CDP help businesses identify patterns and trends in customer behavior and enable decisioning engines to personalize experiences in real-time. By leveraging such tools, businesses can gain valuable insights into their customers’ preferences and behaviors and use them to deliver personalized experiences that meet their needs.

Challenge 2: Ensuring personalization efforts are relevant and not intrusive. Personalization can be a double-edged sword. On the one hand, it can create a great customer experience by tailoring content and offers to customers’ unique needs and preferences. On the other hand, it can be seen as intrusive and creepy if businesses go too far and overstep their boundaries.

Solution: Be transparent and give customers control. Businesses can overcome this challenge by being transparent about their data collection and use practices. Businesses should explain to customers what data they collect and how they use it to personalize their experiences. In addition, businesses should give customers control over their data and the personalization experiences they receive. For example, they can provide opt-in and opt-out options for different types of personalization. By being transparent and giving customers control, businesses can build trust and deepen their relationships with customers. This can lead to greater loyalty and higher customer satisfaction, which are essential for long-term success.

Challenge 3: Delivering Personalization at Scale. Real-time personalization requires businesses to deliver highly contextualized experiences to individual customers in the moment. This can be particularly challenging when dealing with millions of customers. Many companies claim to provide real-time personalization, but in reality, they deliver passive personalization, which entails providing offerings or delivering content based on batch decision-making. The maturity of personalization is what counts, and achieving personalization at scale (the ability to orchestrate and deliver tailored, contextual customer experiences) will be one of the most significant challenges for companies looking to differentiate themselves in the years ahead.

Solution: Utilize Real-time Decisioning and AI. Businesses can leverage real-time decisioning and AI to provide personalized experiences at scale. These technologies can automate the delivery of personalized content, offers, and recommendations based on customer behavior and preferences. Businesses can now provide a seamless and personalized experience to every customer, regardless of the size of their customer base. By taking advantage of automation and AI, companies can save time and resources while providing customers with tailored experiences that meet their unique needs and preferences.

Businesses can gain a competitive advantage and establish stronger connections with their customers by gathering and analyzing customer data, ensuring that personalization efforts are relevant and not intrusive, and providing personalization at scale. The implementation of real-time personalization has the potential to revolutionize how companies engage with their customers and develop long-term relationships.

Want to learn more? Take a look at our latest report on how to excel in real-time personalization and generate new business value.

Greg Armstrong

Greg Armstrong

Chief Product Officer, Consumer Value Solutions, Comviva Technologies Ltd. Greg has over 30 years of marketing excellence and leadership experience in global Telecommunications organizations. He has overall product management responsibility for Comviva’s MobiLytix Marketing...