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Discussing Chapter 10: ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author, Consultant
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In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 10 ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author and Consultant.
Gianfranco has been a part of personalization and CRM from way back when Direct Mail was the thing (and hey - it still works!). He's worked agency side, as a consultant and on the brand side. International CRM & Personalization Lead at Avon and before that Natura & Co (The Bodyshop, Aesop). All the experience you could possibly want in this podcast.
Gianfranco gives his perspective to what makes personalization work and comes with numerous examples from his time at Aesop and before that. Also there's the favourite example of personalization that never happened - so disappointed in the automotive industry...!
Give it a listen to learn more!
In the episode we cover the following points:
- Gianfranco's background from Aesop, Natura & Co, agency and client side
- How Gianfranco sees the Bowtie model as a guide for personalization
- How Gianfranco sees the distinction between Segments and Moment of Truth
- Which Moments of Truth that were most important in the Customer Journey at Aesop?
- How good were they at determining these moments for customers? Enough data? Enough insights?
- How can classic AI help us here?
- How did they act on these insights? Across channels? Inbound vs. Outbound?
- What does Gianfranco believe will happen to personalization in the future?
- How can generative AI help us?
- Gianfranco's own favourite example of personalization that he's experienced personally (or almost experienced...)
Based on Rasmus Houlind's latest book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.
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