Worksheet: Personalization Scorecard for Financial Services

In a few short years, personalization has gone from a promising trend to a permanent fixture of the digital landscape, especially in financial services. When done right, personalization creates a cohesive customer experience. This worksheet is designed to help you evaluate where your organization is doing well and where to improve.

out of 100

Recommendations for Your Organization

Most valuable segments

Describe the customer segments your organization is focused on.

Segment 1:

Acquisition Retention Monetization

Segment 2:

Acquisition Retention Monetization

Segment 3:

Acquisition Retention Monetization

Level of personalization

Check the option that best describes your organization.

No personalization

One to many

Demographic personalization

One to few

Behavioral personalization

One to one

Predictive personalization

To get to the next level of personalization, our team needs to:

Key personalization touchpoints

Describe where you deliver personalized experiences to your customers.

Touchpoint 1

Acquisition Retention Monetization

Touchpoint 2

Acquisition Retention Monetization

Touchpoint 3

Acquisition Retention Monetization

Personalization channels

Check the boxes that apply.

Channel	Current	Future
Email
Push/SMS
Web/Digital
In app
Print/Direct mail
Search
Ad networks
Other (describe)

Personalization at scale: Elements of Scale

Evaluate whether your organization is set up to scale personalization across four key categories.

1. Data collection and management

Do you collect and govern consent-driven, first-party data?

What we've done to improve this: What we should do to improve this:

Current state:

2. Process and alignment

Do you have the right processes in place? Are teams working together on the same goals?

What we've done to improve this: What we should do to improve this:

Current state:

3. Experimentation

Does your team continually iterate on your personalization strategies?

What we've done to improve this: What we should do to improve this:

Current state:

4. Self-service insights and activation

Can marketers get insights into the customer journey and manage audiences without analyst or engineering bottlenecks?

What we've done to improve this: What we should do to improve this:

Current state:

Personalization efficacy

After reviewing your assessment, grade your overall personalization strategy and execution.

Excellent

Personalization is a core competency driving measurable outcomes.

Satisfactory

Solid foundation with room for optimization and expansion.

Needs improvement

Early efforts underway but significant gaps remain.

Address urgently

Little to no personalization capability; falling behind competitors.

Top key performance indicators

How do you measure personalization success?

KPI:

Current value:

KPI focus: Acquisition Retention Monetization

KPI:

Current value:

KPI focus: Acquisition Retention Monetization

KPI:

Current value:

KPI focus: Acquisition Retention Monetization