Q&A: What do Alaska Airlines, Spotify, and your favorite dry cleaner have in common? They’re acing the personalization game. Learn how to follow their lead in this Q&A with Slalom’s customer engagement experts.
Slalom’s Brian Ladyman, Anthony Gould, and Jen Glass will host a webinar on July 26—Let’s get personal: Enabling your business, tech, and data for personalization success. Ahead of the webinar, we sat down with them to hear their tips for succeeding with personalization—and some shifts companies should make to see big results.
What types of organizations can benefit from personalization?
Ladyman: Every single type of organization. It can be your local dry cleaner that knows your name and says, “Hi, Carol” whenever you walk in the door. It’s Alaska Airlines, with flight attendants that come to your seat during a flight to thank you for being an MVP Gold member. It’s Amazon, with its “Recommended for you” engine that brings in 35 percent of its sales. Every organization needs to dig into what their specific customers want and need, and then develop a strategy to deliver that personal experience to them.
Gould: It’s really easy to give examples of B2C companies, like Nordstrom knowing what shoes you’ve looked at, but there's a definite B2B impact here as well. B2B businesses need to serve their clients and employees in the way that works for them.
Glass: A good B2B example is something we’re working on right now. We’re partnering with an insurance company to help personalize the information it shares with agents to help agents do their jobs better. It’s a great way to empower the sales folks and save them a lot of time.