Understanding Personalized Email Marketing For Small Businesses

Personalized email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. is about sending the right message to the right person at the right time. For small to medium businesses (SMBs), this isn’t just a nice-to-have; it’s a necessity in today’s crowded digital space. Generic, mass emails are easily ignored or deleted.

Personalized emails, however, speak directly to individual customer needs and preferences, leading to higher engagement, stronger customer relationships, and ultimately, increased sales. Think of it as the difference between a form letter and a handwritten note ● which one would you pay more attention to?

Why Personalization Matters For Smbs

SMBs often operate with limited marketing budgets and smaller teams. This is where personalized email marketing, especially when powered by AI tools, becomes incredibly valuable. It allows you to achieve more with less, maximizing the impact of every email you send.

• Increased Engagement ● Personalized emails are more relevant to recipients, leading to higher open and click-through rates. When emails address individual needs, people are more likely to pay attention.
• Improved Customer Relationships ● Personalization shows customers that you understand and value them as individuals, not just as another transaction. This builds trust and loyalty over time.
• Higher Conversion Rates ● By tailoring your message to specific segments of your audience, you can increase the likelihood of conversions, whether that’s making a purchase, signing up for a service, or taking another desired action.
• Better Roi ● Personalized email marketing Meaning ● Crafting individual email experiences to boost SMB growth and customer connection. can significantly improve your return on investment. By sending more effective emails, you’re making the most of your marketing spend.

The Role Of Ai In Email Personalization

Artificial intelligence (AI) is no longer a futuristic concept; it’s a practical tool that SMBs can leverage today to enhance their email marketing efforts. AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. can analyze vast amounts of data to identify patterns and insights that would be impossible for humans to discern manually. This data-driven approach to personalization is what sets AI apart.

AI empowers SMBs to personalize email marketing at scale, moving beyond basic segmentation to truly individual customer experiences.

Here’s how AI contributes to personalized email marketing:

• Data Analysis and Segmentation ● AI algorithms can process customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. from various sources (website interactions, purchase history, email engagement, etc.) to create highly granular customer segments. This goes beyond simple demographic segmentation to include behavioral and predictive segmentation.
• Dynamic Content Personalization ● AI can dynamically adjust email content in real-time based on recipient data. This means different subscribers can see different images, text, offers, and product recommendations within the same email.
• Personalized Product Recommendations ● For e-commerce SMBs, AI can power personalized product recommendations Meaning ● Personalized Product Recommendations utilize data analysis and machine learning to forecast individual customer preferences, thereby enabling Small and Medium-sized Businesses (SMBs) to offer pertinent product suggestions. in emails based on past purchases, browsing history, and expressed preferences. This is similar to how major online retailers like Amazon and Netflix operate.
• Optimized Send Times and Frequencies ● AI can analyze recipient behavior to determine the optimal times and frequencies to send emails to each individual subscriber, maximizing open rates and minimizing unsubscribes.
• Subject Line and Content Optimization ● Some AI tools can even help optimize email subject lines and body content to increase engagement, suggesting variations that are more likely to resonate with specific audience segments.

Essential First Steps For Smbs

Getting started with personalized email marketing doesn’t have to be overwhelming. Here are essential first steps for SMBs to lay a solid foundation:

1. Define Your Target Audiences

Before you can personalize, you need to know who you’re personalizing for. Start by clearly defining your target audiences. This involves understanding their demographics, psychographics, needs, pain points, and buying behaviors.

Consider creating buyer personas to represent your ideal customers. For a local bakery, for example, target audiences might include “weekday regulars,” “weekend family brunchers,” and “corporate catering clients.”

2. Choose The Right Email Marketing Platform

Select an email marketing platform that supports personalization and ideally integrates with AI features. Many platforms offer varying levels of personalization capabilities, from basic segmentation to advanced AI-driven dynamic content. Consider platforms like Mailchimp, HubSpot, or ActiveCampaign, which offer features suitable for SMBs at different stages of growth.

3. Start Building And Segmenting Your Email List

Building a quality email list is paramount. Focus on organic list growth by offering valuable incentives for sign-ups (e.g., discounts, exclusive content, early access). Once you have a list, begin segmenting it based on the audience definitions you created earlier.

Initial segmentation can be based on readily available data like location, purchase history, or sign-up source. As you gather more data, you can refine your segments.

4. Collect Relevant Customer Data

Personalization thrives on data. Start collecting relevant customer data points that will enable you to deliver more targeted and relevant emails. This can include:

• Demographic Data ● Age, gender, location.
• Purchase History ● Past purchases, order frequency, average order value.
• Website Behavior ● Pages visited, products viewed, time spent on site.
• Email Engagement ● Open rates, click-through rates, past interactions with your emails.
• Survey Data ● Preferences, interests, feedback collected through surveys.

Ensure you are collecting data ethically and transparently, complying with privacy regulations like GDPR and CCPA. Clearly communicate your data collection practices to your subscribers.

5. Begin With Basic Personalization Tactics

Don’t try to implement advanced AI-driven personalization from day one. Start with basic personalization tactics that are easy to implement and deliver immediate value:

• Personalized Greetings ● Use the subscriber’s name in the email greeting. This simple tactic can significantly increase open rates.
• Segmentation-Based Content ● Send different email content to different segments of your audience. For example, promote products relevant to past purchases or interests.
• Triggered Emails ● Set up automated email sequences triggered by specific actions, such as welcome emails for new subscribers, abandoned cart emails for e-commerce, or thank-you emails after a purchase.

Avoiding Common Pitfalls In Early Stages

As SMBs embark on their personalized email marketing journey, it’s important to be aware of common pitfalls and how to avoid them:

• Over-Personalization Or Creepiness ● While personalization is key, avoid being overly intrusive or “creepy.” Don’t use data in ways that feel invasive or violate privacy expectations. Focus on providing value and relevance, not just using data for the sake of using it.
• Lack Of Data Quality ● Personalized email marketing is only as good as the data it’s based on. Ensure your data is accurate, up-to-date, and reliable. Regularly clean and validate your email lists to remove invalid or inactive addresses.
• Ignoring Mobile Optimization ● A significant portion of emails are opened on mobile devices. Ensure your personalized emails are mobile-responsive and display correctly on different screen sizes. Neglecting mobile optimization can undermine your personalization efforts.
• Not Tracking And Measuring Results ● Personalization efforts should be continuously tracked and measured to assess their effectiveness. Monitor key metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. Use this data to refine your personalization strategies over time.
• Starting Too Big Too Soon ● Resist the urge to implement complex personalization strategies before mastering the basics. Start small, test, learn, and gradually scale your personalization efforts as you gain experience and confidence.

Starting with fundamental personalization practices and focusing on data quality sets the stage for successful AI integration in email marketing.

By focusing on these fundamental steps and avoiding common pitfalls, SMBs can build a strong foundation for personalized email marketing. This groundwork will pave the way for effectively integrating AI tools to take personalization to the next level.

Elevating Personalization With Intermediate Ai Techniques

Once SMBs have mastered the fundamentals of personalized email marketing, the next step is to explore intermediate AI techniques to further enhance their campaigns. This stage focuses on leveraging AI for deeper customer insights, more dynamic content, and advanced automation Meaning ● Advanced Automation, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic implementation of sophisticated technologies that move beyond basic task automation to drive significant improvements in business processes, operational efficiency, and scalability. to drive better results and improve operational efficiency.

Deeper Customer Segmentation With Ai

Moving beyond basic segmentation, AI enables SMBs to create more nuanced and effective customer segments. AI algorithms can analyze a wider range of data points and identify complex patterns that humans might miss, leading to more targeted and impactful email campaigns.

Behavioral Segmentation

AI excels at behavioral segmentation, which groups customers based on their actions and interactions with your brand. This can include:

• Website Activity ● Pages viewed, products browsed, content downloaded, videos watched.
• Email Engagement ● Emails opened, links clicked, content interacted with.
• Purchase Behavior ● Products purchased, purchase frequency, order value, time since last purchase.
• App Usage ● Features used, frequency of use, in-app actions.

AI can analyze these behavioral data points to identify segments like “high-intent browsers,” “frequent purchasers,” “inactive users,” or “product-specific interest groups.” These segments allow for highly targeted messaging that resonates with customers based on their demonstrated interests and actions.

Predictive Segmentation

Predictive segmentation uses AI to forecast future customer behavior. By analyzing historical data and identifying trends, AI can predict:

• Churn Probability ● Identifying customers who are likely to unsubscribe or stop engaging.
• Purchase Propensity ● Predicting which customers are most likely to make a purchase.
• Product Affinity ● Forecasting which products a customer is likely to be interested in.
• Lifetime Value (LTV) Prediction ● Estimating the long-term value of a customer.

Predictive segmentation enables proactive email marketing strategies. For example, SMBs can send re-engagement campaigns to customers predicted to churn, offer personalized incentives to those with high purchase propensity, or recommend products based on predicted affinities.

Psychographic Segmentation Enhanced By Ai

While traditionally challenging to implement at scale, AI can enhance psychographic segmentation, which focuses on customers’ values, interests, attitudes, and lifestyles. AI can analyze social media data, survey responses, and content consumption patterns to infer psychographic traits and create segments based on shared values or interests. This allows for more emotionally resonant and persuasive email messaging.

AI-driven segmentation moves beyond demographics to behavioral and predictive insights, enabling laser-focused email campaigns.

Dynamic Content Optimization With Ai

Dynamic content is a cornerstone of personalized email marketing, and AI takes it to a new level of sophistication. AI-powered dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. adapts in real-time to each recipient’s data, preferences, and context, ensuring maximum relevance and engagement.

Ai-Driven Product Recommendations

For e-commerce SMBs, AI-powered product recommendations are a game-changer. AI algorithms can analyze individual customer data and broader product data to recommend products that each subscriber is most likely to purchase. These recommendations can be based on:

• Collaborative Filtering ● Recommending products that are popular among users with similar purchase histories or browsing behaviors.
• Content-Based Filtering ● Recommending products that are similar to those the user has previously purchased or shown interest in.
• Hybrid Approaches ● Combining collaborative and content-based filtering for more accurate and diverse recommendations.

AI can dynamically populate email content blocks with personalized product recommendations, significantly increasing click-through rates and sales. These recommendations can be featured in promotional emails, transactional emails (e.g., order confirmations), and abandoned cart emails.

Personalized Content Blocks

Beyond product recommendations, AI can personalize various content blocks within emails. This includes:

• Personalized Images ● Displaying images that are relevant to the recipient’s interests or demographics. For example, showcasing products in colors or styles they prefer.
• Dynamic Text Content ● Adjusting email copy, headlines, and calls-to-action based on recipient data. For instance, highlighting specific product features that align with their needs or addressing their specific pain points.
• Location-Based Content ● Displaying content relevant to the recipient’s location, such as local events, store promotions, or weather-related offers.

AI tools can manage the rules and logic for dynamic content, ensuring that the right content variations are displayed to the right subscribers automatically. This level of dynamic personalization creates a truly tailored email experience for each recipient.

Advanced Automation Workflows Powered By Ai

Email marketing automation is essential for efficiency, and AI elevates automation to be smarter and more responsive. AI-powered automation workflows Meaning ● Automation Workflows, in the SMB context, are pre-defined, repeatable sequences of tasks designed to streamline business processes and reduce manual intervention. can adapt in real-time to customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. and preferences, delivering more personalized and effective automated sequences.

Intelligent Welcome Series

A welcome series is crucial for engaging new subscribers. AI can make welcome series more intelligent by:

• Personalizing Content Based On Sign-Up Source ● Tailoring welcome messages based on where subscribers signed up (e.g., website form, social media, specific landing page).
• Dynamically Adjusting Email Frequency ● Optimizing the frequency of welcome emails based on subscriber engagement. For example, sending emails more frequently to highly engaged subscribers and less frequently to those who are less active.
• Incorporating Dynamic Content ● Including personalized product recommendations or content blocks within welcome emails based on initial data collected during sign-up.

An AI-powered welcome series ensures that new subscribers receive a personalized and engaging onboarding experience, setting the stage for a strong customer relationship.

Smart Abandoned Cart Recovery

Abandoned cart emails are a high-ROI automation tactic for e-commerce SMBs. AI can enhance abandoned cart recovery Meaning ● Abandoned Cart Recovery, a critical process for Small and Medium-sized Businesses (SMBs), concentrates on retrieving potential sales lost when customers add items to their online shopping carts but fail to complete the purchase transaction. by:

• Personalizing Product Recommendations In Recovery Emails ● Including dynamic product recommendations in abandoned cart emails to encourage customers to complete their purchase.
• Optimizing Send Times For Recovery Emails ● Using AI to determine the optimal time to send abandoned cart emails based on individual customer behavior and cart contents.
• Dynamic Offer Optimization ● AI can dynamically adjust the offers in abandoned cart emails (e.g., discount, free shipping) based on cart value, customer history, and likelihood to convert.

AI-driven abandoned cart recovery maximizes the chances of converting lost sales and recovering revenue.

Customer Re-Engagement And Win-Back Campaigns

Re-engaging inactive subscribers is crucial for maintaining a healthy email list. AI can power re-engagement and win-back campaigns by:

• Identifying At-Risk Subscribers ● Using predictive analytics Meaning ● Strategic foresight through data for SMB success. to identify subscribers who are likely to become inactive or unsubscribe.
• Personalizing Re-Engagement Content ● Tailoring re-engagement emails with content and offers that are relevant to individual subscribers based on their past behavior and preferences.
• Optimizing Re-Engagement Timing And Frequency ● Using AI to determine the best time and frequency to send re-engagement emails to maximize open rates and click-through rates.

AI-powered re-engagement campaigns help SMBs proactively retain customers and prevent list attrition.

Intermediate AI techniques in email marketing focus on deeper data analysis, dynamic content, and smarter automation for improved efficiency and results.

Case Study ● Smb E-Commerce Success With Ai Personalization

Consider a small online clothing boutique that implemented intermediate AI personalization techniques. Initially, they sent generic promotional emails to their entire list. After integrating AI-powered personalization, they:

• Implemented Behavioral Segmentation ● Segmenting customers based on browsing history (e.g., “dress browsers,” “top browsers,” “accessory browsers”).
• Used Ai Product Recommendations ● Featuring dynamic product recommendations in promotional emails based on browsing history and past purchases.
• Set Up Smart Abandoned Cart Emails ● Including personalized product recommendations and dynamic discount offers in abandoned cart emails.

Results:

• 30% Increase In Email Open Rates ● Due to more relevant subject lines and content.
• 50% Increase In Click-Through Rates ● Because of personalized product recommendations and content.
• 20% Uplift In Conversion Rates ● From email campaigns.
• 15% Recovery Of Abandoned Carts ● Through smart recovery emails.

This case study demonstrates the tangible benefits SMBs can achieve by moving beyond basic personalization and embracing intermediate AI techniques. The key is to start with clear objectives, choose the right AI tools, and continuously analyze and optimize your campaigns.

Pushing Boundaries With Advanced Ai For Email Marketing

For SMBs ready to achieve a significant competitive edge, advanced AI techniques in email marketing offer the potential to create truly exceptional and highly effective campaigns. This level focuses on cutting-edge strategies, leveraging the most sophisticated AI tools, and implementing advanced automation for long-term strategic advantage and sustainable growth.

Hyper-Personalization At Scale With Ai

Hyper-personalization goes beyond segment-based personalization to deliver a unique, one-to-one experience for each individual subscriber. Advanced AI makes hyper-personalization scalable and operationally feasible for SMBs.

Individualized Content Generation

AI can generate unique email content tailored to each recipient. This goes beyond dynamic content blocks to creating entire emails that are personalized at the sentence and paragraph level. AI can:

• Generate Personalized Subject Lines ● Crafting subject lines that are specifically designed to resonate with individual subscribers based on their past interactions and preferences.
• Write Unique Email Body Copy ● Generating email copy that addresses individual needs, interests, and pain points, creating a highly personal and conversational tone.
• Create Personalized Offers And Promotions ● Designing unique offers and promotions for each subscriber based on their purchase history, predicted product affinities, and lifetime value.

AI-driven content generation enables SMBs to send emails that feel like they were written specifically for each individual, significantly enhancing engagement and impact.

Personalized Email Design And Layout

Advanced AI can even personalize the visual aspects of emails. This includes:

• Dynamic Image Selection Based On Preferences ● Choosing images and visuals that align with individual subscriber preferences, demographics, or past interactions.
• Layout Optimization For Individual Devices And Behavior ● Dynamically adjusting email layout and structure based on the device the subscriber is using (desktop, mobile, tablet) and their past email engagement patterns.
• Brand Element Personalization ● Adapting brand elements like color palettes or fonts to match individual subscriber preferences (where data permits and within brand guidelines).

Personalized email design creates a visually tailored experience that further enhances personalization and brand resonance.

Contextual Personalization In Real-Time

Contextual personalization leverages real-time data and situational factors to make emails even more relevant. Advanced AI can incorporate contextual data such as:

• Current Location And Weather ● Sending emails with location-specific offers or weather-related promotions in real-time.
• Time Of Day And Day Of Week ● Optimizing email content and offers based on the time of day or day of the week the email is opened.
• Recent Website Or App Activity ● Triggering emails based on recent actions taken by the subscriber on the website or app, providing immediate and relevant follow-up.

Real-time contextual personalization makes emails incredibly timely and relevant, capturing attention and driving immediate action.

Hyper-personalization with AI means delivering a unique, one-to-one email experience to every subscriber, driving unprecedented engagement.

Ai-Powered Predictive Analytics For Email Optimization

Advanced AI provides powerful predictive analytics capabilities that SMBs can use to optimize every aspect of their email marketing strategy. Predictive analytics goes beyond reporting past performance to forecasting future outcomes and guiding strategic decisions.

Predictive Subject Line And Content Testing

Traditional A/B testing is reactive ● it tests variations and identifies winners based on past performance. AI-powered predictive testing is proactive. AI can:

• Predict Subject Line Performance ● Analyze subject line variations and predict which ones are most likely to have high open rates before they are even sent.
• Forecast Content Engagement ● Predict which content variations will generate the highest click-through rates and conversions based on historical data and subscriber profiles.
• Dynamically Optimize Subject Lines And Content ● In real-time, adjust subject lines and email content based on predicted performance, maximizing campaign effectiveness on the fly.

Predictive testing reduces the guesswork in email optimization and ensures that every email is as effective as possible.

Optimized Send-Time Prediction

While basic send-time optimization focuses on finding the best time of day or day of week to send emails, advanced AI can predict the optimal send time for each individual subscriber. AI analyzes:

• Past Email Open Patterns ● Identifying when each subscriber is most likely to open emails.
• Time Zone And Location Data ● Considering subscriber time zones and locations for precise send-time optimization.
• Behavioral Patterns And Context ● Incorporating real-time behavioral data and contextual factors to dynamically adjust send times for maximum impact.

Individualized send-time prediction ensures that emails reach subscribers when they are most receptive, maximizing open rates and engagement.

Predictive Churn And Unsubscribe Risk Management

Advanced AI can proactively manage churn and unsubscribe risk by:

• Identifying High-Risk Subscribers ● Using predictive models to identify subscribers who are likely to unsubscribe or become inactive.
• Triggering Automated Retention Campaigns ● Automatically initiating personalized retention campaigns for high-risk subscribers with targeted offers and re-engagement content.
• Optimizing Campaign Content To Reduce Churn ● Providing insights into content elements and messaging that are associated with higher unsubscribe rates, allowing for proactive content adjustments.

Predictive churn management helps SMBs proactively retain subscribers and maintain a healthy email list.

Advanced AI predictive analytics Meaning ● AI Predictive Analytics, within the realm of Small and Medium-sized Businesses (SMBs), signifies the strategic application of artificial intelligence to forecast future business outcomes. transforms email marketing from reactive to proactive, optimizing campaigns before they are even sent.

Ai-Driven Conversational Email Marketing

Conversational email marketing moves beyond one-way communication to create interactive and engaging dialogues with subscribers. Advanced AI facilitates sophisticated conversational email experiences.

Interactive Email Elements Powered By Ai

AI can power interactive elements within emails to increase engagement and gather real-time feedback. This includes:

• In-Email Surveys And Polls ● Embedding interactive surveys and polls directly within emails, allowing subscribers to provide feedback with a single click. AI can analyze responses in real-time to personalize follow-up actions.
• Interactive Product Configurators ● For certain products, embedding interactive configurators in emails, allowing subscribers to customize products directly within the email and generate personalized offers.
• Chatbots Integrated Into Emails ● Integrating AI-powered chatbots directly into emails to provide instant customer support, answer questions, and guide subscribers through the purchase process.

Interactive email elements make emails more engaging and action-oriented, improving conversion rates and customer satisfaction.

Personalized Follow-Up Based On Interactions

AI can analyze subscriber interactions within conversational emails and trigger personalized follow-up actions. This includes:

• Dynamic Follow-Up Based On Survey Responses ● Sending personalized follow-up emails based on how subscribers responded to in-email surveys or polls.
• Personalized Recommendations Based On Configurator Interactions ● Providing tailored product recommendations or offers based on how subscribers interacted with in-email product configurators.
• Chatbot-Driven Personalized Journeys ● Using chatbot interactions to guide subscribers through personalized email journeys, providing tailored content and offers based on their questions and needs.

Personalized follow-up based on interactions creates a dynamic and responsive email experience that mimics a one-on-one conversation.

Future Trends ● Ai And The Evolution Of Email Marketing

The future of email marketing is inextricably linked with AI. Several emerging trends are poised to further transform how SMBs leverage AI for personalization and engagement:

• Generative Ai For Full Email Content Creation ● Expect AI tools to become even more sophisticated in generating complete email campaigns, from subject lines and body copy to design and layout, with minimal human input.
• Deeper Integration With Customer Data Platforms (Cdps) ● AI will increasingly integrate with CDPs to access a unified view of customer data, enabling even more comprehensive and accurate personalization.
• Voice-Activated Email Interactions ● As voice assistants become more prevalent, AI will facilitate voice-activated email interactions, allowing subscribers to engage with emails hands-free.
• Ai-Driven Email Deliverability Optimization ● AI will play a larger role in optimizing email deliverability, ensuring that personalized emails reach the inbox and avoid spam filters, further enhancing campaign effectiveness.

SMBs that embrace advanced AI techniques and stay ahead of these trends will be well-positioned to lead in the evolving landscape of email marketing.

The future of email marketing is conversational, predictive, and hyper-personalized, driven by increasingly sophisticated AI technologies.

Case Study ● Leading Smb Innovator In Ai-Powered Email

A forward-thinking online education platform for SMB professionals implemented advanced AI email marketing Meaning ● AI Email Marketing, in the sphere of Small and Medium-sized Businesses (SMBs), constitutes the strategic implementation of artificial intelligence to enhance email marketing campaigns. strategies. They aimed to create a truly personalized learning Meaning ● Tailoring learning experiences to individual SMB employee and customer needs for optimized growth and efficiency. journey for each subscriber.

• Hyper-Personalized Course Recommendations ● Using AI to recommend courses based on individual professional goals, skill gaps, and learning history.
• Ai-Generated Personalized Learning Paths ● Creating unique learning paths for each subscriber, dynamically adjusting course sequences and content based on progress and engagement.
• Conversational Email Onboarding With Ai Chatbots ● Using AI chatbots within welcome emails to guide new subscribers through personalized onboarding processes and answer initial questions.

Results:

• 70% Increase In Course Enrollment From Email Campaigns ● Due to highly relevant and personalized course recommendations.
• 40% Improvement In Course Completion Rates ● Because of personalized learning paths and ongoing engagement.
• 90% Subscriber Satisfaction Rate With Email Communications ● Attributed to the personalized and conversational email experience.

This case study exemplifies how advanced AI techniques can transform email marketing from a promotional channel to a personalized customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. engine, driving significant business results for SMBs willing to innovate.

References

• Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education, 2016.
• Stone, Merlin, and John Greening. Customer Data Integration ● Reaching a New Level of Customer Analytics and Engagement. Kogan Page, 2019.
• Verhoef, Peter C., et al. “Customer Experience Creation ● Determinants, Dynamics and Management Strategies.” Journal of Retailing, vol. 95, no. 1, 2019, pp. 117-32.