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Making It Personal
But do not be confused. Personalization is not just another way to push more product out the door. Kasanoff clearly explains why personalization is not just a marketing tool, but instead an effective approach for all business relationships. Partners, shareholders, employees, and customers can all benefit from increased personalization. The purpose of implementing one-to-one personalization strategies is to benefit these stakeholders, not just the company. This is a fundamental concept that too many businesses just don't understand.
When customers give out their personal information they are taking a risk. If customers consistently feel as though their privacy is being violated, then it won't be long before they stop using the services. Companies will not be able to regain their trust easily, and worse yet the information they do receive is more likely to be false. This is a lose-lose situation for everyone involved. Making It Personal shows businesses how to make personalization a win-win situation for everyone involved.
The reality is that not all personalization "is the result of a massive computer sifting through dozens of databases to automatically deliver a certain type of treatment to a person. Most initiatives start with employees who have a good idea." Personalization starts with remembering someone's address so they don't have to retype it 50 times. Personalization starts when you remember whether someone prefers a window or an aisle seat. Personalization starts when you remember whether someone prefers charts and graphs or cold hard numbers.
Kasanoff explains how just remembering basic information about stakeholders is just the beginning of personalization. The key is to then use that information to "deliver unique benefits" to those stakeholders. That's when personalization has the power to influence behaviors and retain loyalty. But just in case this isn't crystal clear then think of it this way: Using personal information for purposes other than delivering unique benefits is exactly what scares the hell out of both stakeholders and legislators. So knock it off.
Your customers are ready and willing to use personalization, but is your company? The good news is that you already have a lot of information about stakeholders that can be used for personalization. In additional, personalization features are now appearing in software applications from companies like Oracle and Microsoft. What is missing is the "need to make personalization a central part of [your] corporate strategy, as opposed to something that simply requires awareness and sensitivity." That's because personalization says "let us learn better what a customer needs and then do something about it."
Making It Personal explains how to implement meaningful personalization strategies, but the book also covers some potential unintended consequences. While you may be dealing with mountains of information don't forget that it's comprised of individuals. We have all seen the newspaper headlines that resulted from just a few individuals having their privacy violated by companies. Now is the time to put policies and practices in place to avoid tarnishing your reputation with stakeholders.
Bruce Kasanoff does a great job of breaking down personalization into easy to understand terminology and realistic approaches. He shows that it really is possible to balance privacy concerns with profit motives. Making It Personal is worth more than a casual glance because personalization isn't just about getting the local weather forecast when you visit your favorite web site. Personalization is about delivering unique benefits to stakeholders and a means to preserve their loyalty. Violate their privacy and you risk losing them to your competitors forever.
Making It Personal will help you to understand that "personalization is about people, and the things that matter to them most." Kasanoff knows what he's talking about, and so do the numerous business and technology leaders he cites throughout the book. They confront the real issues and the real challenges facing personalization even in its infancy. Making It Personal will prepare you and your company for a world where your customers demand that you get personal. Don't disappoint them.
You can purchase Making it Personal at Fatbrain. Want to see your own review here? Read the review guidelines first, then use Slashdot's webform.
Look ma a first post
heheh
Steve MacLaughlin writes wif proof thet not ev'ryone wif a database be hankerin' t'send yo' spam o' sell yer info'mashun t'th' highess bidder, even eff'n only fo' th' fine reason thet yo'd be loath' to does business wif them af'erward, cuss it all t' tarnation. "Companies haf access t'mo'e info'mashun about their cestomers than evah befo'e, an' cestomers isn't exackly jumpin' fo' joy. Purchasin' habits, medical info'mashun, financial repo'ts, favo'ite moosic groups, an' millions of other bits of varmintal info'mashun is bein' cappured by companies. In Makin' It Varmintal: How t'Profit fum Varmintalizashun wifout Invadin' Privacy, Brooce Kasanoff larnes businesses how t'git closer t'cestomers wifout violatin' their trest." Read on fo' th' ress of his review. Makin' It Varmintal: How t'Profit fum Varmintalizashun wifout Invadin' Privacy autho' Brooce Kasanoff pages 240 publisher Perseus Books ratin' 8 reviewer Steve MacLaughlin ISBN 0738205362 summary Profitin' fum a database wo'ld wifout destroyin' ev'ryone's privacy in th' process. But does not be cornfused, cuss it all t' tarnation. Varmintalizashun is not jest t'other way t'push mo'e produck out th' dore. Kasanoff clearly explains whuffo' varmintalizashun is not jest a marketin' tool, but instead an effeckive approach fo' all business relashunships. Partners, shareholders, employees, an' cestomers kin all benefit fum increased varmintalizashun. Th' purpose of implementin' one-to-one varmintalizashun strategies is t'benefit these stakeholders, not jest th' compenny. This hyar is a fundamental corncepp thet too menny businesses jest doesn't unnerstan'. When cestomers give out their varmintal info'mashun they is takin' a risk. Shet mah mouth! Eff'n cestomers cornsissently feel as though their privacy is bein' violated, then it won't be long befo'e they stop usin' th' services. Companies will not be able t'regain their trest easily, an' wo'se yet th' info'mashun they does receive is mo'e likely t'be false. This hyar is a lose-lose situashun fo' ev'ryone involved, cuss it all t' tarnation. Makin' It Varmintal shows businesses how t'make varmintalizashun a win-win situashun fo' ev'ryone involved, cuss it all t' tarnation. Th' reality is thet not all varmintalizashun "is th' result of a massive computer sif'in' through dozens of databases t'autymatically delivah a sartin type of treatment t'a varmint. Most initiatives start wif employees who haf a fine idea." Varmintalizashun starts wif rememberin' someone's address so they doesn't hafta retype it 50 times. Varmintalizashun starts when yo' remember whether someone prefers a window o' an aisle seat. Varmintalizashun starts when yo' remember whether someone prefers charts an' graphs o' cold hard numbers. Kasanoff explains how jest rememberin' basic info'mashun about stakeholders is jest th' beginnin' of varmintalizashun. Th' key is t'then use thet info'mashun t'"delivah unique benefits" t'them stakeholders. Thet's when varmintalizashun has th' power t'influence behavio's an' retain loyalty. But jest in case this hyar ain't crystal clear then reckon of it this hyar way: Usin' varmintal info'mashun fo' purposes other than delivahin' unique benefits is exackly whut scares th' hell outta both stakeholders an' legislato's. So knock it off. Yer cestomers is ready an' willin' t'use varmintalizashun, but is yer compenny? Th' fine noos is thet yo' already haf a lot of info'mashun about stakeholders thet kin be used fo' varmintalizashun. In addishunal, varmintalizashun features is now appearin' in sof'ware applicashuns fum companies like Oracle an' Microsof'. Whut in tarnation is missin' is th' "need t'make varmintalizashun a central part of [yer] co'po'ate strategy, as opposed t'sumpin thet simply requires awareness an' sensitivity." Thet's on account o' varmintalizashun says "less larn better whut a cestomer needs an' then does sumpin about it." Makin' It Varmintal explains how t'implement meanin'ful varmintalizashun strategies, but th' book also covahs some potential unaimed cornsequences. While yo' may be dealin' wif mountains of info'mashun doesn't fo'git thet it's comprised of indivijools. We haf all see th' noospaper haidlines thet resulted fum jest a few indivijools havin' their privacy violated by companies. Now is th' time t'put policies an' prackices in place t'avoid tarnishin' yer repeetayshun wif stakeholders. Brooce Kasanoff does a great job of bustin' down varmintalizashun into easy t'unnerstan' terminology an' realistic approaches. He shows thet it pow'ful is postible t'balance privacy corncerns wif profit motives. Makin' It Varmintal is wo'th mo'e than a casual glance on account o' varmintalizashun ain't jest about gittin' th' local weather fo'ecast when yo' viset yer favo'ite web site. Varmintalizashun is about delivahin' unique benefits t'stakeholders an' a means t'presarve their loyalty. Violate their privacy an' yo' risk losin' them t'yer competito's fo'evah. Makin' It Varmintal will he'p yo' t'unnerstan' thet "varmintalizashun is about varmints, an' th' thin's thet matter t'them most." Kasanoff knows whut he's talkin' about, an' so does th' noomrous business an' technology leaders he cites throughout th' book. Shet mah mouth! They cornfront th' real issues an' th' real challenges facin' varmintalizashun even in its infancy. Makin' It Varmintal will prepare yo' an' yer compenny fo' a wo'ld whar yer cestomers deman' thet yo' git varmintal, ah reckon. Don't disappoint them, dawgone it.
just heard some sad news on talk radio, Dave Thomas, founder of Wendy's, was found dead in his home. There weren't any more details. Even if you didn't enjoy his hamburgers or Biggie Fries, I'm sure you've had one of his Frosty's. Truly an American icon.
if Jon Katz writes an article for Slashdot about
this stuff.
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