Pulse Survey

THE AGE OF
PERSONALIZATION
Crafting a Finer Edge

Sponsored by
SPONSOR PERSPECTIVE

Powering Personalization: Opportunities for Organizations to Evolve

When it comes to personalization—tailoring a product, • Pushing the Envelope on Personalization: Forty-
service, or experience to specific customer segments—many seven percent of respondents indicate they are already
organizations across industries are already investing in this personalizing communications across all channels. This
area, and reaping the rewards. When executed effectively, is encouraging, but also illustrative of the opportunities
strategic personalization initiatives, from personalized that may still exist for their peers. Beyond personalized
product offerings and recommendations to dynamic pricing marketing offers, report findings show there are
and personalized webpages, can drive significant revenue opportunities to expand personalization strategies to
impact. They also tap into the power of customer-centricity, other areas of the business, including pricing, human
helping foster greater customer loyalty and retention. Such and automated call center interactions, and in-person
tactics add value for both the brand and the customer by and online customer experiences.
delivering the most relevant offers and experiences to the
right customer segments. • Bringing Additional Insights on Board: Half of all survey
respondents say their organizations currently rely
In fact, according to an international, cross-industry executive exclusively on internal data to drive their personalization
survey by Harvard Business Review Analytic Services, nine in initiatives. That is a logical first step, but it means there
10 respondents say customers expect organizations to know is an opportunity to enrich their personalization strategy
their interests and anticipate their needs. Correspondingly, by capitalizing on the many external, anonymized, and
eight in 10 survey respondents say personalization is important aggregated data sources, such as third-party data,
to their organization’s strategy—and more than half indicate census data, and weather data. Incorporating these
their personalization tactics are already an important driver of insights can help organizations better understand
revenue and profits. Even more striking is that findings indicate market share, develop customer segments, and refine
81% of respondents say personalization will be an important their personalization strategies.
driver in 2020, highlighting the important role business leaders
expect it to play in the future. At Mastercard, we have seen through our engagements
with clients across industries and around the globe that
This report explores best practices for personalization strategy many organizations are already successfully driving
and execution to help organizations pinpoint where to best innovation through their personalization strategies. As
allocate their resources, and where they may be leaving organizations continue to evolve their personalization
money on the table. Based on these findings, there are offerings to better cater to the needs and wants of their
several key opportunities for organizations to power up their customers, keeping these three opportunities in mind will
personalization efforts: empower them to remain ahead of the curve.

• Making Measurement Top of Mind: Fifty-four percent of

survey respondents say investing in personalization tactics
is a high priority for their organization. Despite this, 24% of
survey respondents do not know whether their organization’s
personalization initiatives have affected revenue over the
past two years—and 19% do not expect to know by 2020.
With all signs pointing to continued growth and increased
investment in personalization tactics, technology will
continue to be important in enabling personalization at
scale. One notable example is data analytics, which 70%
of survey respondents cite as the most critical technology
to enable personalization. Organizations must establish a
robust analytical approach to measurement to understand
the true performance of their investments in this area.
THE AGE OF PERSONALIZATION
Crafting a Finer Edge

As the digital age offers up new ways to fight for customer

mindshare and dollars, consumer-facing organizations are
responding with new efforts to personalize the customer
experience—and reaping big rewards in the process.
Imagine arriving at your favorite neighborhood restaurant. For 20 years, you’ve
been ordering the lasagna. This evening, your server has put your order in early—
and now he’s bringing you spaghetti. You are puzzled.
PERSONALIZATION HAS
Replicate this experience at scale with millions of customers, and you get to
BECOME CRITICAL TO
the heart of the customer challenge for consumer-facing organizations today.
Companies that fail to show customers they know them and their buying
IMPROVING BUSINESS
preferences risk losing business to competitors who are more attuned to what
their customers want. And the ranks of those competitors are growing. In a new
PERFORMANCE.
survey of more than 600 business executives by Harvard Business Review Analytic
Services, 47% say their organizations are already executing tailored customer
communications successfully across all channels.
“People today expect personalization,” says Isabelle Birem, senior vice president of
loyalty for France’s Accor S.A., a multinational owner, manager, and franchisor of
hotels, resorts, and vacation properties. “It’s just something you have to do.”
Indeed, nine in 10 survey respondents say their customers now expect them to
know their interests and anticipate their needs.
“When they make purchases, they expect to receive personalized recommendations
that are helpful and relevant,” says Farrell Hudzik, senior vice president and
enterprise customer engagement officer for U.S.-based consumer financial services
firm Synchrony Financial. “When they reach out to us, they expect us to know who
they are. When they reach a chatbot or live agent, they expect us to know what
they’ve been inquiring about on a digital property.”
All that is reason enough for companies that aren’t personalizing the customer
experience to start. Or for those that have only dipped their toes into the water
to jump in feet first. But the rationale extends beyond meeting customer
expectations. Personalization also has become critical to improving business
performance.
Simply put, personalization drives better financial results. Eight in 10 survey
respondents say personalization is now important to their organization’s strategy,
and more than half say it is an important driver of their revenue and their profits.

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 1
 Even more—81%—say it will be

KEY an important driver of financial

performance in 2020.

FINDINGS Not surprisingly, 54% of survey

respondents also say investing in
personalization is a high priority
for their organizations. Why? To

90%
of survey respondents say customers expect
achieve primary goals of improving
customer relationships (cited by 63%
of respondents), driving customer
retention (54%), and driving revenue
(38%).
organizations to know their interests and
anticipate their needs. Moving Beyond Table Stakes:
Using Personalization to Gain
Competitive Advantage
Given the early wins it’s delivered,
it’s no surprise that personalization
is quickly becoming the norm in
many areas of marketing. Nearly
half of survey respondents now see
personalization as table stakes, for
Eight in 10 s urvey More than half of 54% of survey example, in email marketing, print
respondents say respondents say respondents say their marketing, and search advertising—
personalization is personalization is already organizations whether they’ve personalized their
important to their an important driver are placing a high own activities in that area or not. “If
organization’s strategy. of their organization’s priority on investing in we don’t do it we will lose customers,”
says Harsimrat Kaur, CRM insight
revenue and profits— personalization tactics. manager for Costa Coffee, a U.K.-based
and 81% say it will be an multinational coffeehouse.
important driver in 2020.
In a very real sense, those table
stakes arenas are starting points
for organizations that have thus far
lagged behind in the personalization
revolution—capabilities they must
nail down quickly so they can move
on to more innovative and higher-
return personalization techniques
Almost half of survey respondents The most common area that survey respondents say can
say their organizations are tailoring where organizations are using deliver real competitive advantages.
Among those higher-order activities:
communications to customers across personalization is in product offerings personalized product offerings and
all channels. and recommendations. recommendations; personalized
online experiences, including
greeting customers with personalized
Some personalization strategies are seen not just as table stakes but as drivers of home pages; personalized pricing
competitive advantage—and can extend beyond marketing. strategies; and personalized mobile
applications that can do things like
Among the higher-order activities: push notifications to customers based
on their location. FIGURE 1
Personalized product offerings Personalized pricing
and recommendations strategies
Personalized online Personalized mobile
experiences applications

2 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
 10 20 30 40 50 60 70 80 90 100

FIGURE 1

WHICH PERSONALIZATION TACTICS DELIVER A

COMPETITIVE ADVANTAGE?
• TABLE STAKES
• DELIVERS COMPETITIVE ADVANTAGE

Email marketing

26%
51%
TABLE STAKES ARENAS
Print marketing
47%
ARE STARTING POINTS
Social media
21%
FOR ORGANIZATIONS
35%
47% THAT HAVE THUS FAR
Search advertising LAGGED BEHIND IN
31%
46%
THE PERSONALIZATION
Display advertising
45% REVOLUTION—
Online customer experience
25%
CAPABILITIES THEY MUST
44%
43% NAIL DOWN QUICKLY.
In-person customer experience
40%
43%
Mobile apps
39%
44%
Human call center interactions
39%
39%
Event marketing
39%
35%
Automated call center interactions
37%
27%
Product offerings and recommendations
32%
57%
Pricing strategies (e.g., dynamic pricing online)
28%
54%
Online chatbots
28%
35%
Individualized online experiences (e.g., personalized home pages)
27%
54%

SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 3
Of all areas where personalization is possible, the only one where a
majority of organizations are using it today is in product offerings and
recommendations via multichannel communications.

FIGURE 2 Product Offerings and

PRODUCT OFFERINGS AND RECOMMENDATIONS ARE Recommendations Are Top
Personalization Focus Today
TOP PERSONALIZATION FOCUS TODAY Of all areas where personalization
Percentage of areas organizations currently leverage personalization
is possible, the only one where a
majority of organizations are using
it today is in product offerings and
recommendations via multichannel
communications, with 52% of survey
respondents saying it is part of their
52% 49% 48% toolkit. The next most common
Product offerings and Email In-person customer applications center on email marketing
recommendations marketing experience (cited by 49% of respondents) and the
in-person customer experience (48%).
Accor, for example, is devoting much of
its personalization efforts to enhancing
the guest experience in its hotels,
which Birem says is by far the most
43% 36% 35% important place a lodging company
Social media Online customer Event marketing interacts with its customers. FIGURE 2
experience
Not every region of the world is equally
advanced in its use of personalization
strategies. Overall, survey respondents
in North America are more likely to
be using personalization techniques
32% 30% 26% than their counterparts in Europe,
Human call center Mobile apps Pricing strategies while organizations in both regions
interactions (e.g., dynamic pricing online) tend to use personalization more than
organizations in the Asia-Pacific region.
Fifty-six percent of North American
organizations engage in personalized
email marketing, for example, versus
47% of European organizations and
25% 22% 21% 42% of Asia-Pacific organizations. FIGURE 3
Display advertising Search advertising Print marketing
Fewer dramatic differences exist in
the use of personalization strategies
within the four key industries polled in
the survey—financial services, health
care, manufacturing, and technology—
with the notable exception of the
manufacturing industry. Generally
19% 12% 11% operating in a business-to-business
Individualized online experiences Online chatbots Automated call center
environment, manufacturers
(e.g., personalized home pages) interactions
tend to make less extensive use of
personalization strategies such as the
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018 online customer experience. FIGURE 4

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 10 20 30 40 50 60 70 80 90 100

FIGURE 3

NORTH AMERICAN ORGANIZATIONS MOST AGGRESSIVE IN USING PERSONALIZATION STRATEGIES

Percentage of areas organizations currently leverage personalization (by geographic area)

• NORTH AMERICA
• ASIA-PACIFIC
• EUROPE (EASTERN AND WESTERN)

Email marketing 56%

42%
47%

Product offerings and recommendations 54%

44%
56%

In-person customer experience 51%

48%
50%

Social media 45%

39%
46%

Online customer experience 41%

34%
34%

Human call center interactions 39%

23%
26%

Event marketing 38%

28%
35%

Mobile apps 32%

33%
28%

Display advertising 29%

23%
16%

Print marketing 26%

15%
16%

Search advertising 25%

17%
23%

Pricing strategies 25%

(e.g., dynamic pricing online) 27%
20%

Individualized online experiences 21%

(e.g., personalized home pages) 15%
20%

Automated call center interactions 14%

8%
7%

Online chatbots 13%

13%
9%
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 5
FIGURE 4

PERSONALIZATION USE FAIRLY CONSISTENT ACROSS KEY INDUSTRIES, EXCEPT MANUFACTURING

Percentage of areas organizations currently leverage personalization (by industry)

• FINANCIAL SERVICES
• HEALTH CARE
• MANUFACTURING
• TECHNOLOGY

Product offerings and recommendations 57%

53%
55%
52%

54%
In-person customer experience 47%
50%
48%

48%
Email marketing 49%
36%
49%

43%
Online customer experience 33%
25%
44%

42%
Human call center interactions 41%
17%
34%

38%
Social media 43%
35%
41%

38%
Mobile apps 31%
19%
30%

35%
Event marketing 37%
37%
41%

24%
Pricing strategies 24%
(e.g., dynamic pricing online) 29%
19%

23%
Display advertising 24%
15%
23%

23%
Search advertising 20%
18%
26%

23%
Print marketing 27%
15%
12%

19%
Individualized online experiences 27%
(e.g., personalized home pages) 10%
28%

17%
Online chatbots 10%
4%
9%

16%
Automated call center interactions 16%
4%
15%

SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018

6 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
In contrast to where organizations
are using personalization today,
organizations’ plans for investing in STAYING ON TOP OF DATA PRIVACY
personalization over the next two Using data and data analytics to personalize customer interactions is a proven means
years align more closely with those of driving business revenue and profits. And the volume and variety of data available
areas where they see it delivering a today allows companies to better understand their customers. But companies
competitive advantage. The top places still need to be mindful of how they use that data, not only to avoid backlash from
in which survey respondents plan to customers who may feel their privacy is being invaded but also to ensure compliance
invest in personalization by 2020 are in with data privacy laws. “Customer loyalty is based on trust,” says Isabelle Birem,
product offerings and recommendations senior vice president of loyalty for multinational hotelier Accor S.A. of France.
(cited by 52% of respondents) and the
online customer experience (51%). Right In the new Harvard Business Review Analytic Services survey of more than 600
now, only about a third of organizations senior business executives, 92% strongly agree that customer trust in their brand
are using personalization for the online and products is their greatest asset, and 60% say changing consumer perceptions
customer experience, or for mobile apps around data privacy have impacted their personalization strategies more than actual
or call center applications—valuable regulatory changes, such as the European Union’s General Data Protection Regulation
windows of opportunity just waiting to (GDPR), which gives EU citizens more control over their personal data.
be exploited.
About a third of survey respondents say their organizations have invested in data
The same is true of personalized management, consent tools, or legal or data experts in response to GDPR. But only
pricing. A majority of survey 4% have moved away from personalization, and many of the executives interviewed
respondents—54%—see opportunities for this paper say the new regulation has had little impact thus far on their data
to gain a competitive advantage with privacy policies or the way they use data to interact with customers.
personalized pricing strategies, yet
only 26% are using it today. More “France has always had very strong privacy protection regulations, and we have
encouragingly, 29% plan to invest in always valued the protection of the data of our loyalty program members,” says
that area by 2020. Accor’s Birem. “So for us, it was not a shock to go through GDPR. We did make some
adjustments, but for the most part we were already compliant.”

Failing to Take Personalization “We have our own version of GDPR here in South Africa,” adds John Bradshaw, head
Beyond Marketing May of marketing for supermarket chain Pick N Pay. “I think customer expectations are
Prove Costly ever increasing, and I think we’ve always made it a point to be very explicit about
The fact that 47% of organizations are what data we collect and how we use it, and good about how we store it. We’ve also
using personalized communications worked hard to show customers the benefit to them of having us use their data. We
across all channels is encouraging, but also are careful in terms of reflecting that data back to them in the form of vouchers.
also illustrative of the opportunities that We realize that not everyone wants to be confronted with their shopping history, and
still exist for many and the profits they that they may be more sensitive about that in some product categories than others.”
may be leaving on the table. In addition
to personalized pricing, many of those
opportunities exist in areas beyond
marketing, including personalizing
human and automated call center
However, Synchrony also is devoting
interactions, and in-person and online
energy to creating a frictionless—but
customer experiences.
secure—customer-authentication
Synchrony is among those pushing process by using customer recognition
the envelope. To be sure, the company technology. The company measures
devotes much of its personalization success in this area by looking at both
work right now to marketing initiatives. qualitative measures (e.g., the results
High among them: using data analytics of customer surveys) and quantitative
to optimize its outreach strategies— metrics (e.g., the percentage of credit
to reach, in other words, the right applications customers complete once
customers at the right time with the they start those applications). “This is
right offer. “There is significant value in one of the areas outside of marketing
optimizing this outreach by customer where we’re really focused on creating
segment to drive loyalty and revenue, personalized experiences,” says Hudzik.
and also to right-size promotions to
avoid giving away too much to those who
might purchase anyway,” says Hudzik.
“And we are seeing good results from it.”

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 7
FIGURE 5

PERSONALIZATION DRIVES REVENUE GAINS

• REVENUES INCREASED OVER THE PAST TWO YEARS
• REVENUES EXPECTED TO INCREASE BY 2020

6% 13%
10% 25% 32% 24%

GREATER NO INCREASE DON’T

THAN 25% 10% TO 25% 1% TO 9% ATTRIBUTABLE TO KNOW
31% PERSONALIZATION
6% 19%
33%

SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018

44% SAY THEIR Meanwhile, at Accor, the primary focus

today is, as noted earlier, on the guest
Looking specifically at the impact
of personalization initiatives on

ORGANIZATION’S TOP experience—not online, but rather in

person when customers visit its hotels.
revenue, 44% of respondents say
their organization’s top line has
LINE HAS INCREASED “You can be very personalized and
perfect before or after the stay, but if
increased over the past two years
specifically due to their company’s
OVER THE PAST TWO the stay itself does not go well, or is just
average, it will not distinguish you from
ability to create personalized customer
experiences, including 6% who claim
YEARS SPECIFICALLY DUE your competitors,” says Birem. “So we
work hard to share with our hotel staff
gains in excess of 25%. Looking ahead,
they’re convinced they can do even
TO THEIR COMPANY’S the preferences guests have shared better. Seventy-four percent expect

ABILITY TO CREATE with us—such as whether they prefer to

be on a high or low floor, or close or far
personalization initiatives to boost
revenue between now and 2020,

PERSONALIZED from the elevator, or whether they like

the air conditioning on or off, and what
including 10% who expect revenue
gains in excess of 25%. FIGURE 5
CUSTOMER EXPERIENCES. type of bed they prefer. And we try to
use this information to make the guest
Also striking is the number of survey
respondents who see no gains from
experience personal—to create ‘sparkle’
personalization: While 32% fall into
moments for our guests.”
that camp today, only 6% believe
Still, Birem notes, “Our intention is to revenues won’t increase as a result of
increase personalization at all customer personalization by 2020.
touch points.”
The fact that 24% of survey
respondents don’t know whether
Personalization Initiatives Are
SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018
their organization’s personalization
Delivering Positive Results initiatives have impacted revenue over
As noted earlier, more than half of the past two years—and 19% don’t
survey respondents say personalization expect to know by 2020—underlines
initiatives have become important the point that organizations need to
to driving revenue and profits, and a become better at using data analytics
similar number say it’s also become to measure the results of their
important to driving gains in market personalization initiatives. While it
share and customer base. Overall, 64% looks like organizations are moving
say their personalization strategies in the right direction, 19% need to get
have already had an impact on going faster—or risk falling behind.
performance, including 19% who say
it’s had a big impact. Just 2% are unable
to recognize any impact.

8 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
 10 20 30 40 50 60 70 80 90 100

Companies Use Multiple Metrics FIGURE 6

to Measure the Impact of
Personalization Initiatives
ROI ON PERSONALIZATION VARIES BY INITIATIVE
When asked which metrics
organizations use to evaluate their
• HIGHEST ROI DELIVERED TODAY
• HIGHEST ROI EXPECTED TO BE DELIVERED BY 2020

Product offerings and recommendations

personalization activities, more survey
38% 40%
respondents (42%) cite “customer
satisfaction” than any other. The next In-person customer experience
most common metrics relate to the 34% 29%
impact on customer loyalty/repeat Online customer experience
business and total revenue. Only about 22% 35%
one in five are effectively measuring
the impact on profit per customer or Pricing strategies (e.g., dynamic pricing online)
profit per sale, although that level of 21% 31%
precision would ultimately provide the Social media
best insights into how to construct their 21% 16%
personalization strategies. Email marketing
Similarly, only a small minority 21% 12%
of survey respondents say their Event marketing
organizations are able to calculate a 17% 9%
formal return on investment for specific
Individualized online experiences (e.g., personalized home pages)
personalization tactics: about a third
15% 31%
say they can do so for the in-person
customer experience, product offerings Mobile apps
and recommendations, and pricing 13% 24%
strategies. Only about a quarter or less Human call center interactions
can do it in most other areas, including 13% 8%
marketing via email, print, and events.
FIGURE 6 Display advertising
9% 4%
Interestingly, those first three areas
Search advertising
are also the ones where survey
9% 7%
respondents say their organizations are
capturing the highest ROI—perhaps Print marketing
suggesting they’re seeing the best 5% 2%
returns there simply because that’s Online chatbots
where they can measure. Survey 4% 10%
respondents expect those three areas
will still be delivering the highest Automated call center interactions
3% 5%
returns by 2020, as will one other
area of interest: the online customer Other
experience. 1% / 1%

How companies measure the impact of Don’t know

their personalization efforts also varies. 9% 6%
Synchrony routinely compares results
Note: Respondents selected up to three answers.
for customers who receive personalized
experiences with results for those who SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018
don’t—as does South African retailer
Pick n Pay, which operates 1,600
supermarkets across southern Africa.
Using a best-in-class data analytics
platform provided by a global payments
processing company, Pick n Pay sends
personalized emails to members of its
loyalty program, offering discounts or
vouchers on products that, based on
their shopping history, they are likely
to buy within the next two weeks.

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 9
“The way we measure our return on those initiatives is by monitoring
customer satisfaction through user reviews and social media,” says
Isabelle Birem, senior vice president of loyalty, Accor S.A.

The company routinely compares the when customers who were at risk of
results with those for a small control losing their points reengage with us—
group of customers who don’t receive often, more than once,” Birem says.
targeted offers. John Bradshaw, Pick “We can really measure our return on
n Pay’s head of marketing, says the investment from that activity.”
personalization program is working
Where ROI becomes less easy
well both for the company and for
to track, she says, is with some
the manufacturers whose products
other initiatives the company has
line its store shelves. “It’s created
launched, such as pushing customer
a significant uplift for both of us,”
information to the front-desk staff at
Bradshaw says. “Because of that,
the company’s hotels so they can look
we’ve been able to get the majority of
for opportunities to personalize their
our largest manufacturers on board
interactions with guests.
with co-funding these offers on their
products.” “The way we measure our return
on those initiatives is by monitoring
Both Costa Coffee and Accor,
customer satisfaction through user
meanwhile, track traditional
reviews and social media,” Birem
performance indicators linked to email
says. “We also measure it through
promotions, such as click-through and
the customer experience community
conversion rates, to see what’s working
we’ve created for our hotel employees,
and to inform future initiatives. “Maybe
which is an online community where
eight of 10 times we get the results
employees can share stories about
we were expecting, but not always,”
delivering personalized attention
says Costa Coffee’s Kaur. “Sometimes,
to their guests, and how that was
even when an initiative works on one
received. The feedback we get is that
level—maybe it’s good for customer
guests treated this way are happier,
engagement—the margins aren’t where
and do come back to our properties.”
they need to be. So we continually
perform trials of new initiatives and
learn from those experiences.” Good Data Underpins Successful
Accor’s Birem says her organization
Personalization Initiatives
Companies getting good results
can see that its returns are “much
from their personalization initiatives
higher on personalized emails” than
know those initiatives are dependent
on non-personalized communications.
on access to timely, accurate data
One example of the company’s
about their customers’ behaviors
personalization efforts, she says,
and preferences—often supplied
involves sending emails to Accor loyalty
by customers themselves when
program members who are about
creating an online account or joining a
to lose their program points due to
company’s loyalty program. They also
inactivity, and letting them know they
know it’s important to trust their data.
can preserve their points by staying
at an Accor property. If they fail to “I think the biggest shift we’ve had
respond, they eventually get an offer in our personalization activities
allowing them to reclaim their points relates to our mindset around data,”
by booking a stay with Accor. “We see says Costa Coffee’s Kaur. “It evolved
the pure extra revenue that’s generated from a situation in which we’d form a

10 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
hypothesis about what our customers
wanted and then look for data to back it
weather data, and a wide range of data
collected by third-party aggregators HALF OF ALL SURVEY
up, to deciding that we are just going to
see what the data is telling us about our
that can help organizations better
understand their market share, develop RESPONDENTS SAY
customers and use it to figure out what
we can do to make their lives better.
customer segments, and refine their
personalization strategies. FIGURE 7
THEIR ORGANIZATIONS
Once we began to take that approach
and got everyone invested in thinking
“Those who leverage classic and RELY EXCLUSIVELY ON
that way, it made personalization—and
just being a more customer-centric
emerging analytical techniques using
first-party, second-party and third- INTERNAL DATA TO DRIVE
business—easier.” For some time now,
party data, blended in with both
customer service and marketing
THEIR PERSONALIZATION
Costa Coffee has been using customer
data to reward customers with bonus
outreach data, will absolutely find that
it’s a competitive differentiator going
INITIATIVES.
loyalty program points or with product
forward,” says Synchrony’s Hudzik.
discounts aimed at saving customers
In fact, she says one of her company’s
money, with the aim of delivering a
most valuable data sources is its
better customer experience and driving
business partners.
increased customer visits and purchases.
“Beyond just access to the data,
Right now, half of all survey respondents
we are also making infrastructure
say their organizations rely exclusively
investments in creating client data-
on internal data to drive their
sharing environments that will allow
personalization initiatives. That’s a
us to better optimize decisions across
logical first step, but it means they
the customer life cycle in real time—
have opportunities to do much more
including creating personalized
on the personalization front by taking
marketing offers, customizing credit
advantage of the many external data
line increase strategies, and improving
sources that could more fully inform
our fraud detection and prevention
their views of their customers. Those
strategies. That’s when we get the true
external sources include census data,
power of both brands coming to life to

FIGURE 7

WHAT TYPES OF DATA DO ORGANIZATIONS USE TO INFORM PERSONALIZATION STRATEGIES?

Which types of data are you using to drive personalization? [SELECT ALL THAT APPLY]

50%

39% 38% 38%

20%

11% 10%
6%
2%
ONLY OUR DATA NET EXTERNAL THIRD-PARTY CLICKSTREAM CENSUS DON’T WEATHER OTHER
not including PROMOTER SURVEY (OR EXTERNAL/ DATA DATA KNOW DATA
Net Promoter Score SCORE DATA DATA SOW) MARKET
data (customer (customer DATA
satisfaction data) satisfaction
data)

SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, AUGUST 2018

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 11
 NEARLY
90%

OF RESPONDENTS SAY THAT

AS MOST BUSINESS MODELS SHIFT TO
DIGITAL CHANNELS IT WILL PRESENT
GREATER OPPORTUNITIES TO
IMPLEMENT PERSONALIZATION.

12 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
not only drive financing but also buying Indeed, 70% of survey respondents
behavior and loyalty across our brands concede that their organizations are
and our partner brands, as well as our struggling to keep pace with digital
Synchrony-branded solutions and change. The technologies they
products,” Hudzik says. consider most critical to enabling
personalization initiatives are
Synchrony also uses third-party data
customer data analytics (cited by 70%
to optimize ad placements and search,
of respondents), predictive analytics
and to better understand wallet share
(53%), and web analytics (38%). Often,
by brand as well as by both geographic
these are sourced today under a
and specific retailer location. “Thanks
software-as-a-service platform.
to external sources merged with our
data, we have the ability to analyze Companies also can find it challenging
data from thousands of marketing to find the people with the right skill
campaigns,” Hudzik says. “Using that, sets to drive personalization initiatives,
we’re constantly testing to identify or to implement them on the front
what our customers are telling us is lines where organizations and their
the most relevant product offer for customers interact in person.
them. And as we use those signals,
The good news, for those organizations
we’ve been able to merge them with
that are keeping their information
attribution and media mix data and
systems up to date, is that technology—
our offer strategy—all leading to a truly
from advanced data analytics systems
personalized experience that drives
armed with predictive algorithms
quite a bit more uptake and life cycle
to mobile devices that enable
spend within our card base.”
connectivity and geo-tracking—makes
personalization far easier and less
Challenges to Personalization costly to implement than it ever was
Include Pace of Technological in the past. Nearly 90% of respondents
Change, Outdated Legacy say that as most business models
Systems shift to digital channels it will present
What’s holding back organizations greater opportunities to implement
that haven’t fully embraced the personalization.
personalization revolution? One
The risks of lagging behind—and
explanation may be that although
the potential benefits of joining the
the technology to enable it is in many
personalization revolution—help
respects fully formed, not every
explain why personalization initiatives
organization is ready to take advantage
are expected to become even more
of it. Pick n Pay’s Bradshaw notes that
commonplace in the years ahead.
it was only thanks to his company’s
significant investment in its core IT
infrastructure over the past five years
that it was able to begin personalizing
its loyalty card program in 2017.
“Retailers operate low-margin
businesses, and the capex required to
get the necessary IT systems in place
to facilitate a personalized pricing
system, coordinated with point-of-
sale and underlying ERP systems, can
be daunting,” Bradshaw observes.
“Many retailers spend years eking COMPANIES CAN FIND IT CHALLENGING TO FIND
the last bit of life out of their legacy
information systems, and that makes it
THE PEOPLE WITH THE RIGHT SKILL SETS TO DRIVE
hard for them to get a single view of the
customer and implement something
PERSONALIZATION INITIATIVES, OR TO IMPLEMENT
like this—even if they are able to
predict what their customers are going
THEM ON THE FRONT LINES WHERE ORGANIZATIONS
to buy next.” AND THEIR CUSTOMERS INTERACT IN PERSON.
Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 13
“If you’re not finding the reason why something is happening, you
can’t use it to create a more customer-centric business. Data is rich,
but you have to be curious and have a bit of tenacity,” says
Costa Coffee’s Kaur.

Best Practices: Focus on the customer relationship in ways that are

Customer, Measure Results, hard to measure. Ultimately, they risk
Rely On Data killing the goose that lays the golden
Input from the new survey and egg. By using what you know about
discussions with organizations that the customer to make the shopping
are already making extensive use of experience, or value delivered, better
personalization suggest a number of for them, you can build long and really
best-practice measures that companies strong relationships.” Perhaps the
can use to improve their chances of most important point to note about
successfully implementing their own Pick n Pay’s experience is not what it
personalization programs. discovered about brand loyalty—many
studies show quite the opposite—but
Start with the customer in mind. rather the importance of conducting
It’s easy for an organization to think tests on a regular basis to ensure that
about personalization in terms of organizations are making the right
what it can do to boost revenue and choices for their customers.
profits. But focusing on how it will
benefit customers is likely to drive Make personalization an
better results. In Pick n Pay’s case, enterprise-wide strategic
says Bradshaw, it wasn’t intuitive to initiative. Personalization is too
manufacturers of packaged foods and powerful a tool to be limited to
household products to offer discounts marketing. Opportunities also exist
on items customers were likely to buy in areas like call center interactions,
anyway. A more logical approach, it advertising, customer service,
seemed, would have been to reach out and both the online and in-person
to customer segments that were buying customer experience. Indeed, 56%
a competitor’s product, in hopes of of survey respondents say their
winning them over and expanding organizations are already using
market share. But doing that could personalization as a way to unify
have made it seem like Pick n Pay didn’t the customer experience across
really know its customers’ preferences. all functional areas. Additionally,
In the end, the company conducted 47% say their organizations are
a successful three-month test run to already executing tailored customer
prove its concept, demonstrating, communications successfully across
Bradshaw says, that “people weren’t all channels.
as loyal to brands as everyone thought
Embrace curiosity, and ask
they were, that they bought heavily in
the right questions. “If you see
response to deals, and that they didn’t
something unusual or interesting in
buy nearly as frequently as we had
your data, ask why, and what it might
thought.” The program has only grown
mean for the business,” says Costa
since then. “I think where companies
Coffee’s Kaur. “The beauty of living in
can go wrong is by asking at the outset
the era of big data is that you can find
how they can use personalization for
numbers for anything. But if you’re not
themselves, rather than starting with
finding the reason why something is
the customer,” Bradshaw says. “They
happening, you can’t use it to create
end up doing things that may hurt the
a more customer-centric business.

14 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
Data is rich, but you have to be curious
and have a bit of tenacity.” Predictive
that kind of agility is valuable in fast-
moving markets. “Our competition TO GET THE MOST
analytics can help on this front; it’s
technology that can help organizations
is constantly moving, so we need to
allow ourselves the flexibility to test, VALUE FROM THEIR
explore potential answers to their
questions. And as previously noted,
fail fast, learn as we go, and continue to
move forward,” Hudzik says. “We are
PERSONALIZATION
it’s one of the technologies survey
respondents find most critical to
committed to being agile.” INITIATIVES, COMPANIES
enabling personalization tactics.
Leave room for common sense.
While many consumers may welcome SHOULD BE SURE
Measure results accurately, and
rely on data. Measuring results
personalization—many like receiving
offers or experiences that are relevant
TO ESTABLISH A
helps organizations understand
where personalization adds value
and valuable—businesses need to be
wary of becoming off-putting and
RELIABLE SYSTEM FOR
and where it doesn’t. And as the Pick triggering privacy concerns. Ninety- MEASUREMENT AND BUILD
n Pay experience demonstrates, data
can be a better driver of results than
two percent of respondents agree
that customer trust in their brand is A BASELINE TO USE FOR
intuition. To get the most value from
their personalization initiatives,
their organization’s greatest asset,
and 84% say their customers are more COMPARISON PURPOSES.
companies should be sure to establish concerned about data privacy today
a reliable system for measurement than two years ago. All this reinforces
and build a baseline to use for the imperative of ensuring compliance
comparison purposes. Synchrony’s with data privacy rules and regulations,
Hudzik recommends standardizing like the European Union’s new General
metrics so that results from different Data Protection Regulation (GDPR), and
projects are comparable. Accor’s similar regulations expected over time
Birem adds that companies also in other parts of the world (see sidebar:
should use control groups to improve Staying on Top of Data Privacy). And,
the accuracy of their findings. The while data-driven personalization
fact that 74% of survey respondents programs can be remarkably precise
expect personalization to be boosting and successful, Birem suggests that
their organization’s revenue by 2020, companies also use common sense and
up from 44% today, underlines the not make assumptions beyond what
importance of being able to measure the data is telling them.
results accurately.
Learn to tell data’s story in a Moving Forward with
way that resonates with other Personalization
Organizations that wish to remain
decision makers. Data analysts often competitive in this new age
have to explain to their colleagues
of personalization have many
in marketing and other functions,
opportunities to sharpen their
including finance, what the data is
capabilities in this area, and by doing
telling them and how it can be used
so improve the customer experience.
to inform personalization initiatives.
Sometimes, what the data is saying In fact, customers expect it. And
isn’t what those colleagues want to competitors that are already doing it
hear—nor is it entirely obvious to them are seeing material benefit from their
if they’re not accustomed to analyzing investments in personalization.
data. “Personalization is all about
In short, organizations that don’t
understanding the data and using it to
know what their customers want risk
connect with customers,” says Kaur.
harming relationships and even losing
“So make sure you can tell a story at a
them, rather than driving ongoing
high level for those colleagues in a way
value for both the consumer and the
that allows them to follow it and get
organization.
behind the findings.”
Embrace failure. Digital
technology makes it possible to tweak
personalization efforts quickly, as
early results come in. Embracing

Pulse Survey | The Age of Personalization Harvard Business Review Analytic Services 15
METHODOLOGY AND PARTICIPANT PROFILE
A total of 625 respondents drawn from the HBR audience of readers (magazine/newsletter
readers, customers, HBR.org users) completed the survey.

SIZE OF ORGANIZATION
43% 25% 10% 11%
10,000 OR MORE 1,000-9,999 500-999 499 OR FEWER
EMPLOYEES EMPLOYEES EMPLOYEES EMPLOYEES

SENIORITY
21% 46% 24% 9%
EXECUTIVE SENIOR MIDDLE OTHER
MANAGEMENT/ MANAGEMENT MANAGERS GRADES
BOARD MEMBERS

KEY INDUSTRY SECTORS

19% 16% 15% 8%
FINANCIAL MANUFACTURING TECHNOLOGY OR LESS OTHER
SERVICES INDUSTRY SECTORS

JOB FUNCTION
19% 19% 16% 9% 8%
GENERAL/EXECUTIVE MARKETING/PR/ SALES/BUSINESS STRATEGIC OR LESS OTHER
MANAGEMENT COMMUNICATIONS DEVELOPMENT/ PLANNING JOB FUNCTIONS
CUSTOMER SERVICE

REGIONS
49% 13% 4% 2% 2%
NORTH AMERICA WESTERN EUROPE EASTERN EUROPE AFRICA REST OF WORLD

22% 5% 3% 1%
ASIA-PACIFIC SOUTH AMERICA MIDDLE EAST CENTRAL AMERICA

Figures may not add up to 100% due to rounding.

16 Harvard Business Review Analytic Services Pulse Survey | The Age of Personalization
 hbr.org/hbr-analytic-services

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