{"id":712746,"date":"2024-02-06T03:46:57","date_gmt":"2024-02-06T08:46:57","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?p=712746&#038;preview=true&#038;preview_id=712746"},"modified":"2025-03-06T05:44:24","modified_gmt":"2025-03-06T10:44:24","slug":"mass-personalization-an-oxymoron-or-an-expectation","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/mass-personalization-an-oxymoron-or-an-expectation\/","title":{"rendered":"Mass personalization \u2013 An oxymoron or an expectation?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Mass personalization \u2013 An oxymoron or an expectation?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/07\/Chandra-headshot.jpg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Chandramouli Venkatesan<\/h5><h5 class=\"blog-date\">12 September 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/&amp;text=Should%20I%20stay%20or%20should%20I%20go%3F%20-%20my%202%20cents%20on%20current%20and%20future%20leaders%20in%20digital%20process%20automation%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/should-i-stay-or-should-i-go-my-2-cents-on-current-and-future-leaders-in-digital-process-automation\/&amp;text=Should%20I%20stay%20or%20should%20I%20go%3F%20-%20my%202%20cents%20on%20current%20and%20future%20leaders%20in%20digital%20process%20automation%C2%A0\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/creativity\/marketing-personalization-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>90% of leading marketers<\/em><\/a> say personalization significantly contributes to business profitability.<\/p>\n\n\n\n<p>In today\u2019s digital age, clients expect convenient, personalized experiences at their fingertips. Clients demand tailored communication across all social platforms regularly. Low client satisfaction leads to higher churn rates, risking low-loyalty and high-turnover environments.<\/p>\n\n\n\n<p>Wealth Management firms are being leapfrogged in the new economy around personalization despite the amount of customer data and constantly evolving technologies available. Clients who are open to change admit that, if the opportunity presented itself, they would consider banking with a technology company. A recent report by Refinitiv found that only <a href=\"https:\/\/www.refinitiv.com\/content\/dam\/marketing\/en_us\/documents\/white-papers\/the-power-of-personalisation-in-wealth-management.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">only 37% of investors<\/a> gave their providers a top score for digital experience.<\/p>\n\n\n\n<p>Providing customized services to individuals might be a challenge as it requires a sharp pivot putting the client\u2019s needs before product sales. However, Wealth Management firms that successfully tread the path will yield enhanced customer loyalty and future growth.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">So, how should Wealth Management providers address this concern?<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/world-wealth-report\/\">Wealth Management executives acknowledge the importance of mass-personalization to meet customer expectations<\/a> and data\u2019s critical role in providing these personalized services. Therefore, firms are looking to leverage their data in better ways to realize their customer experience goals \u2013 starting by recognizing that data is merely an enabler to improve customer value and get the foundation right first.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-left\">Data done right: Consolidating and customizing the right type of data<\/h3>\n\n\n\n<p>Data consolidation and customization play a crucial role in tailoring customer personas. By aggregating and adapting any type of data, firms can craft in-depth client profiles, enabling predictive analytics and gaining valuable business insights into various customer segments. This approach allows them to curate personalized investment ideas while facilitating the bundling of tailored offerings.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-ultimately-the-integration-of-algorithmic-analytics-empowers-real-time-investment-decision-making-processes\"><em>Ultimately, the integration of algorithmic analytics empowers real-time investment decision-making processes.<\/em><\/h4>\n\n\n\n<p class=\"has-text-align-left\">With a solid foundation built, organizations can leverage their data more effectively for mass personalization. Data becomes an enabler that drives the organization\u2019s customer experience as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>Client segmentation: personalizing wealth management for diverse needs<\/em><\/strong><\/li>\n<\/ul>\n\n\n\n<p>Segmenting clients involves grouping them based on common factors, enabling wealth managers to customize their services accordingly. By tailoring communication to each segment&#8217;s preferences, wealth managers can offer specific, relevant experiences to their clients through better messaging. Banks build customer profiles, focusing on interaction to strengthen their relationship and solve problems rather than selling a singular product. For banks to truly target these \u201csegments of one\u201d and build long-lasting relationships, they must have the ability to predict needs and provide solutions using real-time, individualized data.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>Data-driven transformation: adapting Wealth Management to shifting customer expectations<\/em><\/strong><\/li>\n<\/ul>\n\n\n\n<p>Amidst the rapid digital transformation reshaping industries worldwide, wealth management firms must adapt to the changing landscape to stay competitive. As customers\u2019 expectations evolve, inspired by seamless experiences around them, firms must proactively enhance their services and capabilities. To effectively engage prospects and existing clients, digital tools must be embraced to leverage data-driven insights. Better products such as real-time dashboards, one-stop-shop mobile portals, and self-service chatbots must be integrated with the existing technological offerings. Social media platforms become crucial touchpoints for reaching investors, especially <a href=\"https:\/\/www.frog.co\/designmind\/four-ways-to-transform-wealth-management-for-a-new-generation\" target=\"_blank\" rel=\"noreferrer noopener\">the millennial and Generation Z segments, which represent significant opportunities for growth.<\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\"><em><strong>Rethinking customer engagement: empathy in modern banking<\/strong> <\/em><\/mark><\/li>\n<\/ul>\n\n\n\n<p>Banks house a plethora of marketing data yet face challenges in effectively managing and integrating it. To truly realize the value of customer engagement, it is essential to understand data derived from the different touchpoints that clients and agents engage with. Enhanced back-office systems easily allow this necessary data ingestion and usage to then manifest into personalized messages, tailored investment advice, and much more. This transformation enables tailored and scalable interventions that cater to customers&#8217; real-time needs across multiple channels. This departure from traditional marketing strategies emphasizes the importance of seamless and authentic connections with customers \u2013prioritizing customer financial well-being over product sales.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-conclusion\"><strong>Conclusion<\/strong><\/h3>\n\n\n\n<p>Mass personalization at scale is crucial for banks to maintain customer relationships and stay ahead in the market. Customers expect institutions to know them and provide content based on who they are and what they want. However, the longer banks wait to embrace the change, the riskier their stake in the market becomes. Where to start will be different for every organization. Firstly, it is important to understand the potential gaps in your organization when it comes to personalization, allowing you to prioritize the effort needed to offer a more personalized experience across the client life cycle.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h3 data-maxlength=\"34\">Author<\/h3><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2022\/07\/Chandra-headshot-1.jpg\" alt=\"Chandramouli Venkatesan\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/chandramouli-venkatesan-76aa551\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Chandramouli Venkatesan<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Vice President &#8211; Portfolio Development Lead &#8211; Digital Front Office Transformations | Banking and Capital Markets<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\" data-bs-expert-title=\"Chandramouli Venkatesan\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/chandramouli-venkatesan-76aa551\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Chandra leads the Front Office transformation portfolio (marketing, sales and customer service) and serves banking and capital markets clients.  He focuses his work on customer experience and helping financial institutions transform marketing, sales and customer service into more customer-centric organizations with an emphasis on experience strategy design, technology and data.  Chandra has deep experience driving CX transformation for retail banks, payments companies, wealth management and capital markets firms.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"modal\" id=\"WPB734b7be3_7ee7_4acd_9a54_69a053fa33f0\">\n\t\t\t\t\t<div class=\"modal-dialog modal-dialog-centered modal-lg modal-dialog-scrollable landing-page-modals\">\n\t\t\t\t\t\t<div class=\"modal-content\">\n\t\t\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t\t\t<button type=\"button\" class=\"btn-close\" aria-label=\"close\" data-bs-dismiss=\"modal\"><\/button>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"logo-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/themes\/capgemini2025\/assets\/images\/logo.svg\"\n\t\t\t\t\t\t\t\t\t\talt=\"Contact with us\" class=\"light\" \/>\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/themes\/capgemini2025\/assets\/images\/logo-white.svg\"\n\t\t\t\t\t\t\t\t\t\talt=\"Contact with us\" class=\"dark\" \/>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 class=\"form-title\">Contact with us<\/h4>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"mf_forms__container \">\n\t\t\t\t\t\t\t\t<form id=\"mf_form_344241_1004566552\" class=\"mf_form__form row needs-validation\" action=\"\" method=\"post\" enctype=\"multipart\/form-data\" data-nosnippet>\n\n\t\t\t\t\t\t\t\t<input type=\"hidden\" name=\"form_id\" data-validate=\"number\" class=\"mf_form__id\" value=\"344241\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"form_title\" class=\"mf_form__title\" value=\"\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"wp_rest_nonce\" class=\"mf_form__wp_rest_nonce\" value=\"9d37d73b70\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_conditional_logic\" class=\"mf_form__title conditional_logic\" value=\"\" \/>\n\t\t\t\t\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_fields_country_dpo_field\" class=\"mf_form__title conditional_logic mf_form_fields_country_dpo_field\" value=\"\" \/>\n\n\t\t\t\t<!-- Anti-spam field -->\n\t\t\t\t<input type=\"text\" \n\t\t\t\t\tname=\"website_url\" \n\t\t\t\t\tclass=\"mf_field__url\" \n\t\t\t\t\tautocomplete=\"off\"\n\t\t\t\t\ttabindex=\"-1\"\n\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\tstyle=\"position:absolute;left:-9999px;width:1px;height:1px;opacity:0;pointer-events:none;\" \n\t\t\t\t\/>\n\t\t\t<\/form>\n\n\t\t\t<div class=\"mf_form__success\" tabindex=\"0\" role=\"alert\">\n\t\t\t\t\t\t\t\t<p>Thank You! 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