"It's no wonder personalization programs so often fall short of expectations - they're focused on stats, not mindset. Consider this: even within the same demographic group, nearly 90% of people disagree with one another. Demographics tell us who a customer is, but behavior reveals why they act the way they do - and that's what drives trust and loyalty. Here's a slightly controversial take: I don't believe in personas. They work for storytelling and empathy building, but for personalization, they're too limiting."
"Demographic and firmographic data show who a customer is. Behavioral data reveals why they act - and that insight drives trust, loyalty and performance. In healthcare, for example, patients with high trust levels are 2.6 times more likely to follow treatment plans. They're also three times more likely to recommend their provider. Healthcare organizations that earn that trust outperform peers by 6.4% in revenue growth. When people feel understood, trust follows. Trust fuels engagement, and engagement drives results."
Many organizations still target customers using demographics like age, job title, or marital status instead of behavioral factors that actually drive decisions. Demographics provide static, time-sensitive, or situational attributes while behavior reveals motivations, context, and intent. Personalization programs often fail because they focus on statistics rather than mindset. Personas can aid storytelling and empathy but restrict personalization by flattening diverse human behavior into fixed archetypes. Behavioral segmentation groups audiences by shared values, motivations, and contexts and examines content consumption and engagement triggers to drive trust, loyalty, and business performance.
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