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Redefining Personalization as Real-time Conversation

About the Talk

February 12, 2011 9:30 AM

Boulder, CO

Boulder, CO

About 9 months ago, I started a fairly innocent task of creating an experience strategy for a personalization initiative introduced by our client, a major telecom service company. As would be expected, the client's initial focus was primarily on marketing opportunities: getting the best offer in front of the right person at the right time. But as we began formulating a strategy, we saw an opportunity to rethink what it meant to have a personalized brand, product and shopping experience. Where we landed, very simply, was with a deeper, more robust idea of conversation: dynamic, real-time, transparent, social, multi-channel and controllable. We wanted to create an individualized (not merely personalized) experience that recognizes desires, anticipates needs and provides utility, real value and service to the customer. But how could it be done? What would it do for the company? What would be needed to support it?

This presentation will ask more questions than give answers. Rather than give you a reveal of Everything We Learned, a fully-baked case study, or prescriptions for design this presentation will meditate on some issues that have arisen in the midst of designing for cross-channel personalization, issues that will have implications on our design future.

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