Have you ever wondered how Amazon, Netflix, and Starbucks started their customer personalization programs? What was the starting point? What were the costs? Who was involved?

The co-authors answer these questions in the very readable Personalized: Customer Strategy in the Age of AI.

Mark Abraham and David Edelman explain that personalization is not email or glorified loyalty rewards programs. Instead, this cross-functional activity starts with a few simple questions in their 5 Promises framework, a launching pad for creating a customer personalization journey.