The Use of A3 to Personalize the Customer Experience

The concept of “personalization” first appeared in the area of campaign management around 10 years ago and continues to be one of the key topics when discussing A3 and customer experience.  It is a topic which is easy to discuss conceptually, but more difficult to deliver, as it requires clean data, decent processes and, for more complex use cases, centralized orchestration.

The next diagram describes:

  • three major types of personalization (in the first column)
  • the uses that telcos can make of each (middle column)
  • the types of A3 capabilities they require (end column)