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Customer Profile Life Cycle The Personalization Map Examples Limitations Further Work.pdf

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Customer Profile Life Cycle The Personalization Map Examples Limitations Further Work

The Personalization Map An Application-oriented Overview of Personalization Functions Daniel Risch, Petra Schubert, Uwe Leimstoll University of Applied Sciences Northwestern Switzerland ? 2006 Competence Center E-Business Basel | 2Daniel Risch Agenda What is Personalization? Mass Customization and Personalization Background and Motivation Customer Profile Life Cycle The Personalization Map Examples Limitations Further Work Summary ? 2006 Competence Center E-Business Basel | 3Daniel Risch What is Personalization? Personalization is… “about building customer loyalty by building meaningful one-to-one relationships; by understanding the needs of each individual and helping satisfy a goal that efficiently and knowledgeably addresses each individual’s need in a given context.” Riecken, 2000 ”the adjustment and modification of all aspects of a website that are displayed to a user in order to match that users needs and wants.” Wu et al., 2003 ? 2006 Competence Center E-Business Basel | 4Daniel Risch What is Personalization? Targeted at the fulfillment of a special requirement of the user Aimed at people as well as organizational roles in companies (e.g. a purchasing agent) Personalization is context sensitive (regarding output for a certain user) and requires learning (by the system) Personalization starts after the login And what is not… Mere speculation about a user (on the basis of cookies on the client PC) which has the smack of spying on someone ? 2006 Competence Center E-Business Basel | 5Daniel Risch Mass Customization and Personalization Manufacturing process: customizing products and services for the individual need of a single customer Communication process: individualized presentation of products and transaction processes Mass Customization Personalization ? 2006 Competence Center E-Business Basel | 6Daniel Risch Background and Motivation Long term research project on Personalization of E-Commerce Applications Focus: Personalization in SMEs