Hyperpersonalisation, or just Hype? - with Berta Cruz and Sam Harding
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Hyperpersonalisation, or just Hype? - with Berta Cruz and Sam Harding
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What happens when you build a data‑connected customer ecosystem from scratch? Bertha Cruz, former GM of Nestlé USA’s Dolce Gusto business, shares how she integrated every customer touchpoint — boutique to call centre — into a single view that drove $80m turnover in year two. With dunnhumby’s Sam Harding, they unpack the challenges of joining data silos, predicting needs without feeling intrusive, and balancing insight‑led strategy with real‑world retail constraints. The conversation also eyes the next frontier: AI‑personalised experiences at pace and scale.
Quotes:
- “It was as if every customer was talking to one single person, no matter the channel.”
- “Technology could have done more — but at the time it felt invasive. Today, with AI, the opportunity is bigger than ever.”
- “If you do it in a way that is consumer‑obsessed, you’ve got the best chance of success.”
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