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Every Communication Service Provider (CSP) wants to do personalization well. In fact, this is more vital than ever when it comes to marketing, as the majority of customers won’t even interact with a message from a brand unless it is tailored specifically to them.
But most CSPs aren’t managing this. Simply adding the recipient’s name to the greeting of an email isn’t true personalization. What is true personalization is the ability to deliver the right message to the right customer at the right time, and in the right way.
Being unable to do this on-demand and at scale, while still maintaining the level of privacy customers expect, is where many efforts fall down.
Most telco marketers recognize the importance of personalization to their efforts. Impersonal, mass market campaigns won’t provide customers with the relevance they demand, leading to lower engagement and poorer return on investment, and professionals know this. But understanding what needs to be done and doing it in a way that actually meets the needs of […]
Personalization and customer value management are already a key growth driver for telecoms. McKinsey says about 70% of Telecoms have at least a pilot project underway and many are successful.
AI is evolving at an unprecedented pace, reshaping industries and consumer relationships. At IESE’s Global Alumni Reunion, Jonathan Lakin, CEO of Intent HQ, shared insights into AI’s exponential growth, privacy-focused solutions like Edge AI, and the organizational challenges of adapting to autonomous systems. The future is here, are you ready to thrive?
What fun and what an honor to host a fireside chat with Professor Jose Luis Nueno of IESE Business School and Merkle CTO Matthew Mobley! In brief, he discussed the intense pressures already hurting traditional retailers in the EU and US before the Covid-19 pandemic, which had resulted in falling revenue. Now weakened further by the pandemic, they face tough challenges adapting to the new normal.