Providing better customer
experiences and improving business
outcomes with personalization
Personalization offers your organization the
ability to improve brand loyalty, grow sales, and
increase efficiency by using data to create more
sophisticated and individually tailored customer
experiences. This allows you to delight and engage
your customers by delivering the right experience
at the right time and in the right place.
According to a 2019 McKinsey study,
1
organizations that have implemented personalized
recommendations and triggered communications
have realized a 5–15 percent increase in revenue
and a 10–30 percent increase in the efficiency of
their marketing spend.
As customers spend more time online, engaging
with brands through new digital channels
and across a growing range of devices, they
are increasingly expecting real-time, highly
personalized experiences. In fact, 63 percent of
consumers see this type of experience as the
standard level of service.
2
However, many organizations are struggling
to realize the benefits of personalization in
meaningful ways. Irrelevant communications and
recommendations frustrate customers, resulting in
disengagement and, ultimately, lost sales.
In the next section, we'll review those challenges—
and the reasons behind them—in greater detail.
Then, throughout this eBook, we'll show how
Amazon Web Services (AWS) machine learning
(ML) is changing the game, powering solutions
that can help you realize the full potential of
personalization in the digital era.
2 https://www.business2community.com/marketing/30-amazing-personalization-statistics-02289044
1 https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-personalization-and-how-to-get-ready-for-it#
2
