White Papers

As our customers exhibit growing desire to be recognised for their preferences and passion points, the personalisation capabilities brands build need to adapt and flex to suit. Research from Forrester demonstrates experience leaders who practice personalisation at scale consistently deliver increased value to customers and benefit to their business by providing a personalised experience across every channel, touchpoint and interaction. To get there, these leaders are investing in data, technology, customer journey orchestration and content.

Yet there’s also a need to complement operational capability with a firm grasp of customer tastes, preferences and values. Because they are imperative to connection. In fact, more than 7 in 10 consumers in Australia change preferences and tastes every three months. In this special whitepaper, we speak to CMO50 2022 alumni members about how they’re endeavouring to build out personalisation capabilities, at scale, and realise rapid responsiveness in programs and touchpoints.