Monday, July 12, 2021

Personalization as an integral component of Strategy

 Personalization is an integral component of  strategy management to build a people-centric organization.

We live in an era of people, option, empathy, or simply put, "personalization." Either for living the personal life or running the business or, we expect that great personalization leads to better understanding by designing tailored applications or solutions to delight customers. 

Forward-thinking organizations today explicitly consider personalization and interaction design as a first-class citizen, set top priority to build a people-centric organization.

Providing personalized services or solutions to customers has become the new normal: The purpose of business is to create customers. Customers must be willing to pay for it, whether it is a product, process or service, to meet their needs. The abundance of information and lightweight technologies bring unprecedented convenience for us to learn, work and live. Nowadays, consumers become much more selective in choosing their favorite vendors or varying business partners. The personalized solutions give customers an impression on how the organization can tailor their needs to solve problems and achieve higher-than-expected results.

Usually, organizations have two sets of customers, the internal customers and end customers. They should support internal customers to improve productivity and empower change and innovation by providing them personalized tools, quality information and updated knowledge. They need to delight end customers by digitizing and presenting the differentiated solutions to make sure that they are getting maximum benefit from the content and application. Visualizing user experience helps to provide innovative solutions that meet customers’ needs by designing applications, products or services which can perform and optimize every touch point of user experience. There must be continuity and everyone must own it.

Empathy needs to be foundational in personalization, asking insightful and compelling questions of the people: Customer Journey is a representation of the touchpoints a customer engages with a brand. Personalization with empathy is about how you feel about the whole process of being a customer- the sum of all thoughts, attitudes, experiences, feelings, reactions, etc, so your design will serve as you seek to understand their wants, desires, and needs, and deliver solutions to tailor their requirements even before they know them. It’s important to lean on customers, focus on creating value for customers in every step, build a "business logic" or "behavioral value chain" between the inputs - intermediate steps - outcomes.

The empathize mode is the work you do to understand people, within the context of your design challenge, pay attention to the user's feelings toward a product or service, incorporate user experience at both strategic and design level to present great business value, delight customers. When managing a personalization life cycle, gaining a deep understanding of customers through empathetic observation, customer involvement often elicits highly valuable information to design tailored applications or solutions to meet customers’ needs. Technically, it’s about building IT-enabled abilities to weave the architecture of empathy for self, others, and nature into a vibrant and coherent whole.

Personalization is an integral component of strategy management to build a people-centric organization: Being people-centric means from strategic making to execution, people are the focal point from a cross-functional perspective, and customer delight moves from customer service to customer experience and customer success. First, understand your customers and what they value; what’s the limitations and barriers which stop the business from delivering customer value. In reality, sometimes, enthusiasm from one part of the organization for a quick customer win without ensuring that the rest of the organization is exactly on the same page. Or organizations grasp quick wins but lose the long term prosperity. One of the biggest benefits is a focus on planning what areas personalization effort will focus on based on strategic alignment. By default, this brings personalization into overall strategic planning conversations with the leadership team and highlights the value they bring to that process.

The organization is more like the living thing today with its unique identity and strength, in part because ways of doing business and customer expectations both tend to be more flexible than the siloed industrial age. Customer-focused enterprise vision, strategy and governance model should enforce the alignment of the various silos towards personalized business solutions and delivery mechanisms. Truly people-centric organizations equip new digital minds to incorporate personalization efforts at both strategic and design level to present great business value, improve the bottom line and build the company brand cohesively. Holistically, the company goals, policies, processes, personalization improvement efforts, all should be synchronized without compromising the need for any item in order to run a people-centric centric business.

Personalization is a holistic business management effort that starts with strategic intention to put everything you do to fit customers’ needs, with structural alignment, empathetic design, research and strategic insights, and improving ideas flowing through conception, design, development, production and quality assurance to deliver tailored solutions, and then define measures appropriate to best assess the performance to show how well they satisfy or delight customers and generate business value.


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