Is Personalization, Once the Holy Grail, Over and Done in the World of AI?

Remember when personalization was going to change the marketing world? And, by extension, even the Universe? 

Personalization was the Holy Grail in digital, turning every transaction into a Cheers experience. Remember that show? (Sometimes you wanna go where everybody knows your name, and they're always glad you came...) 

CRM, based on this new digital superpowered ability to personalize, was going to revolutionize all customer/client/user communications…creating deeper, more immersive, and tailored experiences. 

So what happened?

Frankly, not as much as one would like to think or as some pretend…The questions I ask then are: Why? What's next? And, how do we make like Indiana Jones and identify the real Holy Grail? 

The late Lester Wunderman, the father of all Direct and Digital visionaries (you need to study him!), scoffed at what he considered pathetic and lazy attempts at revolutionary personalization. He would tell the story of a company that would send him a nice personal "Dear Lester" or "Dear Mr. Wunderman" note. Then, with the advent of personalized CRM, it switched to "Dear Lester Wunderman," as it just sucked up data fields without any intelligence…I still get those; I bet you do, too. 

And, yes, it did get better. Still, it never really made you feel special or known—the elusive 'Cheers' moment. 

There were other work streams…to be fair…some going in the right direction. Back in the day, I was a partner in an early catalog-to-digital commerce business in licensed Major League merch. We could print your name on a jersey, on the back cover of the catalog (too early for web), just like it would appear on a personalized one. It was a true leading-edge digital printing trick that customers loved. But still…that's the sum of it? 

Recently, I celebrated a great experience on a DELTA flight…where the pilot came out to thank me for being a two million miles plus flyer and left me the note below…personalized…yes…but personal.

So what’s the difference?

The Delta Personal required coordination. For instance, Delta linked my data from my flight, my seat, and my status. They needed a workforce ready and trained to walk over and be gracious. They needed a tech hook-up to print the note (it obviously wasn't handwritten) with room for the pilot and co-pilot to sign their names…The logistics being what they are. 

Even a cynical guy like me appreciated the effort—and that's the key. They just banked some goodwill. Next time I get frustrated at them (and I will… no doubt), that note will go a long way. 

I love to tell the story of my best CRM experience. Ever. 

I had a client who was a long way from my office by car. Along the way was a high-end mall that I'd stop at occasionally for a bite to eat or to walk around if I was early. Sometimes, I’d stop on my way home to buy something that I probably didn't need…according to my wife.  

On one of those rare occasions that I needed something (sort of), I walked into a men's store with a pair of grey pants that I really wanted in the window. I asked if they had my size. Sadly, no. The salesperson asked me if I wanted a blue pair. "No thanks," I replied. Though I did try the blue pair on for size…perfect!!! Oh well…The salesman told me that he'd contact me if they came in. I explained I didn't live close by. He said that wasn't a problem. He would bring them to me and could even get them pinned and then tailored. I kind of smiled…whatever… 

The salesman asked for my e-mail. I gave it to him and left. Later that day, I received the usual thank you (still very nice) and a recap of his offer.

A month later, the salesman pings me…The blue pants are on sale; he knows I want the grey, but it's a good deal. "No thank you as much as I like blue," I explained. 

A couple of months later, he pings me again. The new season collection is in…"I know you like blue and grey," and the salesman offers to come to my office with a selection. I said yes. He came, and I bought a jacket and pants. 

PERSONAL. He didn't need a digital system of any kind…just his own data crunching, intent, and desire to make a difference to deliver meaning. 

Here is my lesson for a world that now empowers us with AI to really change the game.  

If you think that it's all about efficiency and some form of personalization….Give it up. You are squandering the treasure. 

CRM gave you convenience…now it's time to deliver MEANING. 

Mark Schaefer (as attributed) said it best:

“Personalized (personalization) is cut and paste. Personal is unique and custom.”

Think of AI as your pathway to the unique and custom…what will it help you reveal—not just what it can help you cut. 

The real experience is like mine was…not online but off, and related. Map it all and then bring in the guns…but if you go the ancient and worn out Digital First route with AI here, give it up now.

Create your case!!!

And, please watch those personalized data fields.

What do you think? On a personal level, of course…