Five technology building blocks to power customer-centric, data-driven growth

October 25, 2021
Here is an excerpt from an article written by Jason Cherok, Sean Flavin, Richard Li, and Valerie Skinner for the McKinsey Quarterly, published by McKinsey & Company. To read the complete article, check out others, learn more about the firm, and sign up for email alerts, please click here.

Personalization at scale can optimize every customer experience when executed well. What are the key success factors leading organizations focus on to deliver customer-centric growth?

Regardless of what you call it, unlocking the value from data has never been more accessible, less expensive, and more relevant across industries. When executed well, the elusive concept of personalization at scale becomes reality. Organizations are using customer triggers to optimize the timing, content, offer, and design of every customer experience. Data and technology are critical drivers of customer-centric growth, and leading organizations are those that outperform on five technology building blocks: data, decisioning, design, distribution, and measurement.
1. Data Management
o Single 360º view
o Identity resolution
o Dynamic audience building2. Decisioning
o Behavioral analytics and prediction
o Unified decisioning capability
o Collision management3. Design
o Centralized assets
o Taxonomy
o Modularization4. Distribution
o Delivery of relevant and consistent experience
o Activity first-party data microsegments
o Agile test-and-learn programs5. Measurement

o Accurate real-time measurement of performance across channels
o Automated dashboard
o high-fidelity in-channel analytics

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