Many brands today focus on retaining customers through personalized, data-driven experiences. David Edelman, senior lecturer at Harvard Business School and former Chief Marketing Officer of Aetna, offers insights from his new book, “Personalized: Customer Strategy in the Age of AI,” co-authored with Mark Abrahams.
His five-part framework helps companies use AI not just to streamline processes but to drive growth through stronger customer connections. Here’s a breakdown of Edelman’s approach:
- Empower the Customer: AI should enable customers to accomplish tasks effortlessly, acting on their behalf to streamline experiences. Think of Uber, which uses data to connect customers to rides instantly.
- Know the Customer: AI gathers and integrates data from various channels (marketing, sales, customer service) to form a complete picture of each customer, personalizing interactions based on unique preferences and needs.
- Reach the Customer at the Right Time: Timing matters. Predictive AI can identify optimal engagement moments, ensuring interactions are relevant and timely, rather than disruptive.
- Show the Customer: Generative AI creates personalized content—like custom images and tailored recommendations—that speaks directly to customers’ individual contexts and interests.
- Delight the Customer: AI-driven learning allows brands to continually refine personalization strategies, improving engagement by consistently offering relevant, value-driven experiences.
While AI holds promise, challenges remain. Automated messaging can feel spammy, and algorithmic bias can affect inclusivity. Human oversight keeps experiences aligned with brand standards. Data privacy and transparency also remain essential for trust.
Embracing Edelman’s framework allows businesses to maximize AI’s potential for growth. Personalized AI strategies have become crucial, transforming customer experience into a strategic advantage for brands today.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Don’t miss her new book, “The Eight Laws of Customer-Focused Leadership.” To learn more visit www.8CXLaws.com.
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