As marketers, we often hear the term “personalization” used in connection with other buzzwords like omnichannel, one-to-one, hyper personalization, at scale and so on. But this phraseology rarely brings us closer to the true meaning of personalization.
Brands turn to technology to solve the personalization riddle – trying to muddle through solutions that take them closer to personalization at scale in order to personalize their CRM. Technology is a part of the equation, but it doesn't stand alone and will not solve the myriad problems of marketers.
As marketers, we must remind ourselves that relationships are not binary. A relationship is not guaranteed to us because someone bought our product or gave us their email address. It's something we must continually re-earn in the way we treat the customer.
