Refining personalization for more precise expansion approaches

The last aspect of data for CS through the internal lens is about personalization and how it can improve the odds that customers will be more amenable to increasing their investment. It’s a short topic because it is straightforward to understand and address. But first, let’s be reminded of the importance of personalization to the customer.

We’re all customers at a million different moments in our lives and modern technologies have accelerated the pace of business and our ability to acquire what we feel we need. They have also drastically reduced our attention span and our patience for messaging that doesn’t immediately resonate. Companies have found this out the hard and expensive way through wasted marketing spend and lost revenue opportunities. Enter personalization as the key to changing this paradigm.

Research by McKinsey has found that companies that excel at personalization generate...