For creating the competitive advantage in digital era customization and personalization will be the key factor

For creating the competitive advantage in digital era customization and personalization will be the key factor. Mostly success lies in creating personalized experiences and delivering them in an authentic manner, spanning marketing, customer service and sales aimed to resonate deeply with customers so they feel valued and appreciated. Millennial is now dominating workforce, by 2025 more than 70% (Source Forbes 2017), they are fluent user of technology and demanding on the quality for product/service offered by companies. With smart devices, customer is now passively loyal to brand which means being speedy and convenient are crucial factors for decision making, and marketing has shifted from its original role of being communicator to the brand to be a listener to needs/wants instead. Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent (Matt Ariker, Jason Heller, Alejandro Diaz, Jesko Perrey, 2015)