The Problem with Personalisation: Why Marketers Get it Wrong & How to Fix it

Описание: Today, personalisation has become a buzzword that’s thrown around frequently in marketing circles. But what does meaningful personalisation really look like, and how can businesses deliver it at scale? In this inaugural episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale dive deep into the evolution of personalisation and provide actionable insights for businesses looking to move beyond surface-level customisation.

What You’ll Learn:
➡️ Why personalisation goes beyond adding first names to emails and how to focus on true relevance
➡️ How to overcome common personalisation barriers
➡️ Why customer expectations are being set by best-in-class experiences across all industries
➡️ The essential foundation of customer understanding before implementing personalisation tech
➡️ How to balance personalisation with privacy to build trust rather than break it
➡️ Why modern MarTech platforms offer more personalisation capabilities than most businesses utilise

Mark is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.

Chantelle is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.

Episode Resources:
➡️ Chantelle Casey on LinkedIn:   / chantelle-casey-b2804876  
➡️ Mark Clydesdale on LinkedIn:   / mark-clydesdale-b45a0a6b  
➡️ Tap CXM Website: https://tapcxm.com/


Catch the full episode on your favourite podcast platform. Make sure to follow, rate, and subscribe!
Spotify: https://bit.ly/4oFfqZa
YouTube: https://bit.ly/4ojWkIA


Chapters:
[00:00] Introduction
[00:30] What Is Personalisation?
[01:40] Why Personalisation Is So Hard
[04:25] Letting Customers Choose Topics and Frequency
[07:13] Foundations That Work
[09:07] Decisioning + AI
[09:58] Understand Before You Tailor
[12:09] Identity Matters
[16:55] The OMTC Framework
[19:50] Channel Consistency
[21:43] The Real Blocker
[24:17] Marketer-Friendly Tools
[25:01] Wrap and Takeaways

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