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Mass personalization | Joe Pine | Engati CX

Jeremy DSouza
|
5
min read
Mass personalization | Joe Pine | Engati CX

Internationally acclaimed author and Customer Experience wizard, Joe Pine, joined us on the Engati CX Show. We spoke about mass personalization and mass customization to create tailor-made experiences for individual customers.

Joe Pine is the author of mass customizations

Joe is the co-founder of Strategic Horizons LLP and Co-author of The Experience Economy.

He’s an internationally acclaimed author, speaker, and a management advisor to Fortune 500 companies and entrepreneurial start-ups alike.

In 1999, Joe, along with James H. Gilmore, wrote the best-selling book The Experience Economy: Work is a Theatre & Every Business a Stage,

The book demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way.

Mass Personalization - A Video with Joe Pine

Mass Personalization and Mass Customization

This section will contain a quick summary of our interview with Joe. But, if you'd rather listen to the entire interview, our Spotify Podcast is embedded below this section.

You founded Strategic Horizons in 1993, planting the seeds of change, how difficult was the journey in the beginning when you challenged the traditional business assumptions prevalent?

The first prevalent assumption that Joe challenged was that we need to standardize everything in order to reach the masses.

Through his book, Mass Customizations, he showed the world that it is possible to create tailor made experiences for individuals at scale.  He told us how we could efficiently serve customers uniquely.

In 1993-94, he then discovered the Experience Economy. He realized that customizations turn services into experiences. He then realized that experiences were a distinct economic offering.

Basically, most companies have avoided this because of their mindset. They think that what got them so far will take them further. Joe's work challenges this mindset and urges companies to leave their comfort zone.

How do you believe automation and AI are going to change the nature of the CX industry? How can conversational intelligence help businesses enhance customer experience?

There's a lot that automation and AI can do to save time when it comes to service and even when it comes to new ways of engaging and augmenting the capabilities of the people.

Automation and AI helps you create experiences that weren't possible without that sort of technology.

AI can sift through tons of data and help understand an individual customer's needs, wants, and preferences. It helps you with mass customization and mass personalization.

What are the key points that business needs to improve on when it comes to customer experience?

There are 5 qualities that need to define your experiences. Your experiences need to be Robust, Cohesive, Personal, Dramatic and Transformational.

Robust Experiences are about expanding the possibilities. They should allow people to be both, actively engaged in them and passively observing them.

Cohesive Experiences are about coming up with a theme. The theme is the organizing principle of an experience. This makes everything fit well together.

Personal Experiences are all about customization. Customize the goods and services to create great, engaging experiences.  Experiences happen inside us. They're reactions to things that happen on the outside. So, the more you personalize them, the better you'll be able to reach into your customers.

Dramatic Experiences are the memorable ones. We don't remember smooth, flat experiences. We remember experiences based on the peaks, not the entire experience.

Transformational Experiences take place when you customize and personalize your goods, services, and experiences to an extent where they cause transformations in your customers' lives.

A customer-centric focus throughout the organization is easier said than done. What can organizations do to get a customer-centric culture in their DNA?

It all boils down to mindset.

A lot of companies claim to be customer centric, but they're not. They're market-centric or segment-centric.

The customer is the individual. A persona is not a customer.

You need to focus on the individual person or business that you're selling to. You need to customize your offerings to fit their needs and wants.

The No. 1 capability that you need in order to do that is modularity. That's what Lego building blocks are all about too. Different modules that can be put together to create something big and unique.

Digital Modularity is what companies need to focus on now. Anything you can digitize, you can customize.

The important thing to recognize is that there are no markets. There are only customers. Markets are a fiction that we talk about when we don't know who our customers are.

Your customers are not a market or a segment or a niche. Each customer is a living, breathing person.

Start Customizing

Engati provides you with AI solutions that help you understand your customers' needs, wants, and desires. Start crafting customized experiences for your customers with Engati today!

Mass Personalization- A Spotify Podcast with Joe Pine

Engati CX

We hope you've learned a lot about mass customiztion and personalization through this interview.  Engati CX will be back with a new expert in a new episode soon. Stay tuned.

Find Joe Pine

Joe would certainly be glad to have a conversation with you and help you strengthen your business. Reach out to him on LinkedIn and Twitter to see what he can do for you.

And check out his website, Strategic Horizons for some great insights and thoughts.

More from Engati CX

We just held a panel discussion on Customer Experience for the Future with Shep Hyken, Colin Shaw, Dan Gingiss and Elise Quevedo.

Check it out here!

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