Photo of young male consultant and couple. Young woman and man buying new car in auto show. Signing of contract and shaking hands. Concept for car rental.
Len Smofsky Oct 30 ,2018


The great thing about personalization is it’s easy to start small with one or two touchpoints, and see what will work for your business.

  • Identify the moment in your customer journey where business is at risk.Often that means when your customer is more pre-disposed to switch to another provider. For example, mortgage or insurance or subscription renewal periods fall in the category. Or a customer is in a trial period of your product or service and that period is soon ending.
  • Determine what outcome or action you want the customer to take at that pivotal moment.Determining the outcome(s) you’re hoping to achieve is crucial to success. For example, renewing a subscription is a desirable outcome. But what’s in it for the customer? That’s what the personalization should address as effectively as possible.
  • Isolate the data sources you need to personalization that pivotal moment.You don’t need a lot of data points – just a few. The simpler you design your pilot project, the higher probability of its success. How can you access the data, in what format, and what resources are needed to prepare the data for use.
  • Wireframe the Personalized ExperienceWalk through step by step what your new experience will be like for your customer. Focus also on what happens next – fulfillment. Is that experience as robust as your proposed pilot project? If not, you might want to include that portion in your market test.
  • Work with Professionals in Personalization to Execute and TRACK YOUR RESULTS.You’ll want to confirm personalization is making a difference, and furthering your objectives. Ultimately business is personal. Personalization can be your edge to further your omnichannel brand. With personalization, you can pleasantly surprise your customer by anticipating their needs before they know they have them. You can target them by offering products they’re actually interested in.

Talk to BlueRush’s digital strategist about how personalization can provide a boost for your businesses, and what the best strategy would be for your brand.

About the author: Len Smofsky

Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.


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