Omnichannel Institute

'Hello $FirstName' is the book that provides a common definition and model for understanding personalization. A model which works across different marketing disciplines and allows for greater clarity when the individual project is considered and when inspiration is sought for further improvements or for the next project.​

The model is called 'The Bowtie of Personalization' - shaped like a bow or a bowtie. But not a clip version, rather the type you tie yourself. It is just as difficult to succeed with personalization as it is to tie your own bowtie. You have the insights in one hand and the content in the other. And the result should be a beautiful bow / customer experience. A customer experience which is not only free from unnecessary friction, but which is directly pleasant, personal and memorable.

The book's second core model is the Pyramid of Personalization. The front end of the pyramid consists of three maturity levels of a possible scope for each marketing discipline that uses personalization. The back end of the pyramid consists of the organizational disciplines that must be managed to support the personalization journey.

Published in April 2023, available on Amazon and many other book stores.

Keynote Speaker and Author of 'Hello $FirstName' - Profiting from Personalization

'Make it all about me' is a book that focusses on Omnichannel Marketing and what it takes to make it profitable. The book has 'The Omnichannel Hexagon' as the main maturity model for gauging and assessing the organizational maturity of any company working with omnichannel marketing and customer centricity.

Author of 'Make it all about me!'

In 2015 - Wrote and published the book "Hvis det handler om mig, så køber" (Danish) about omnichannel marketing and how organizations could and should work with the subject. 

In 2019 - Completely rewrote the book in English with updated cases, knowledge and reframed the concept to encompass the struggles of global organizations and the use of AI. Brought co-author Colin Shearer onboard. Published on LID Publishing 20 June 2019.

Author of 'Hvis det handler om mig, så køber jeg!' (Danish)

Helping companies through the proces of adopting omnichannel and customer experience management. I believe digitalisation should be seen as a consolidated and anchored change process more than a series of independent digital projects. I help companies set the vision and define the roadmap. I help them anchor the change process and use the early successes to achieve a profound organizational change leading to significant competitive advantage.

Omnichannel Management Consultant and Founder

Agillic

Conceptualizing and promoting Agillic's view on Omnichannel Marketing and how companies work best to create results within the field. Driving strategy meetings and workshops with Clients and Partners and presenting keynotes on the topic. Working on a book about 'Profiting from Personalization' to help spread the gospel in the marketing community even further.

Chief Experience Officer and Thought leader

Managed the Customer Experience division of Agillic. Managed to reduce churn to below 1% through management of the Customer Success team and the Customer Support team. Our job was to provide clients with the best possible experience with the product. By showing them what value creation with Marketing Automation looks like, how to optimize campaigns, how to launch automated lifecycle communication and of course how to use Agillic for this purpose. Projects worth mentioning include designing the Customer Success Programme and our Elearning offering.

Chief Experience Officer

Agillic is a state of the art marketing automation software that works truly omnichannel. I work with strategic business development and partnerships internationally as well as providing input for our product development to meet customer and partner requirements.

Chief Strategy Officer

Lalatoys

Investor & Advisory Board Member

Woomio

Woomio is a software platform for influencer marketing. If you are working within marketing at an agency or a company Woomio gives you a unique opportunity to select relevant influencers, make deals on exposure and commissions and gives you a full overview of the results across platforms. If you are an influencer (blogger, instagrammer, youtuber, snapper etc.) Woomio gives you a unique opportunity to monetise your efforts effectively.

Advisory Board Member and Investor

Member of the Board of Directors

Danish eCommerce Awards (Danish Chamber of Commerce)

For several consecutive years I have been invited to attend the jury of Danish eCommerce Awards. Omnichannel has been my main category over the years. Other categories include - Best Mobile, Best Startup,  Best B2C.

Member of the Jury - Omnichannel

Magnetix A/S

Heading the strategy & insights department of Magnetix. Working across clients as strategic anchor building and implementing long-term digital strategies based upon market research, data mining and qualitative input. Projects include Omnichannel integration, eCommerce, digital lead generation, loyalty programs, value proposition design etc. Working for customers such as Tivoli, Klasselotteriet, Pfizer, OKQ8, Flügger, Fitness World, Nordisk Film Biografer. Heavily involved in new biz and doing external talks on omnichannel marketing.

Strategy Director

Managed my own client portfolio and client teams doing full service digital solutions such as eCommerce, Loyalty Programs, Websites focused on Lead generation and Lead Nurturing. Increasing Customer Lifetime Value over time. Experience from customers such as Flügger, Saxo Bank, Interflora, OKQ8, Codan, Nordisk Film Biografer.

Client Service Director

Creuna Danmark A/S

Driving the business with Key Accounts primarily within the industry and utility segments. Digitalising strategies, account planning, portfolio planning, contracting, framework agreements. In close collaboration with Solution Specialist, Marketing and partners.

Additionally driving the Sales Development forum. Focus on building competencies within the group of Account Managers thus raising the ability to engage in customer relationships driven by value creation on both sides.

Sales Manager, Industry and Utility

Working in our team of experienced business consultants providing companies the best service in regards to utilizing IT to support business and user needs in the best possible way. Primarily focussed on collaborative solutions, portals, knowledge management, document management, enterprise content management, business process management etc. Technologies in use are MOSS (Sharepoint 2007), Unified Communication, Metastorm, Sitecore and .NET in general.

Senior Consultant

Working with IT-supported collaboration. I.e. Intranets, Extranets, Knowledge Management, Énterprise Content Management, Document Management, technologies such as MS Sharepoint 2007 (MOSS 2007), SynkronVia, SiteCore.

PM / Consultant

Xafir A/S

Selling, designing and implementing HR-solutions for strategic competence management, performance management, talent management etc.

HR-System Consultant

Novida ApS

Manager

Systematic Software Engineering A/S

Usability Intern

Author, Keynote Speaker, CXO at Agillic, Board Member

I work with Omnichannel Marketing and Customer Experience Management. 

Currently as Chief Experience Officer in the MarTech company Agillic, where I am responsible for developing and implementing thought leadership into our marketing and sales activities. 

I have also published a best selling book on Omnichannel Marketing together with AI guru Colin Shearer. Check out: https://amazon.co.uk/Make-All-About-Leveraging-omnichannel/dp/191255514X/

I often do talks and keynotes on the subject and I am a concurrent member of the jury at the Danish eCommerce Awards in the category Omnichannel.

I work primarily with large companies involved in omnichannel marketing, customer experience management, customer lifecycle / CRM projects. The goal is often to ensure the end user is faced with consistent, timed and relevant communications across channels - being it web, email, app, text, social - or even in-store.

Specialties: Omnichannel Marketing, Customer Experience Management, Big Data, Customer Relationship Management, Digital Strategy, Customer Lifecycle Management, Email Marketing, Presentation Skills

This year has been packed with speaking gigs already (and the fall looks similarly busy). 

🌎 London, Stockholm, Oslo, Cologne, Rotterdam, Copenhagen to name a few locations.

One of the most asked for talks is that around 'The Bowtie of Personalization'. 🎀 

👉 What is personalization really? 😬 🎀 
👉 Which forms exist? 📱 ✉ 💻 
👉 How do you profit on these forms? 🤑 📈  

Earlier this year, I was invited by Merkle to come deliver exactly that speech at their popular #merklemornings across their Northern European offices.

They've been so kind as to put this into an easily digestable 20 minute video clip that you can now take a look at. 

I hope you'll enjoy it 🍿 🥤

#Comment below if you'd like to receive the slides - the more people that use the models - the less ambiguity in the world of personalization!  

#personalization #personalisation #marketingautomation #recommendations #crm #customercentricity

Rasmus Houlind

vimeo.com

MM#4 - Houlind segment

This week’s episode of the ‘Hello $Firstname’ podcast, is a discussion of Chapter 21: Governance. 

Listen to it now on your favourite podcast service.

Our special guest this week is Tina Lambert from the Agillic client, Danish Industry. 

Tina is currently working as Head of CRM and Loyalty after many years within the political organization. 

Stakeholders wanting to inform all clients are many and the need for balancing priorities within CRM makes it imperative to rely on fixed processes and governance.

Give it a listen and share with your colleagues!

#personalization #governance

Rasmus Houlind on LinkedIn • 1 min read

Personalization Governance in a Political Landscape

What? #Governance? In Marketing and CRM?

No thanks!

ZZZzzzz….. 😴 💤 

Marketing departments are often so busy implementing the Governance of either legislation or from other departments, that they miss the fact that they themselves should implement their own set of processes and guidelines.

Governance has a bad rep…

Yes, most marketing departments start with the brand guidelines or the corporate visual identity. Feels more like a project really.

But then you should also be documenting the Marketing Operating Model.

 Whilst also applying the principle of Personalization Accountability.

And how about Communication and Suppression policies?

In other words how to reach out to customers when you have to take both Retail media, Supplier coms, Private label products, own events and - oh yeah - the perceived relevance from customers into account? 

As this week’s audiobook chapter of ‘Hello $Firstname’ begins - Peter Anders Franch and his team at Matas A/S have been spending quite a lot of time getting this right!

Follow the link below or search for ‘Hello $Firstname’ on Spotify or Apple Podcasts to listen to this week’s episode :)

Rasmus Houlind on LinkedIn • 3 min read

Who is always late for the Personalization Party?

Listen to the full list of audiobook chapters from 'Hello $Firstname' for free!

Yes - it's true. 

Not only is every single audiobook chapter now available on Apple Podcasts and Spotify.

We also put together a playlist for you and your colleagues. Follow the link to find it.

Why not share that with you marketing team?

#hellofirstname #happysummer #audiobook #marketing #personalization

We're giving it all away!

How to #organize in order to #personalize?

It's not an easy task an indeed it took up close to half of the book #HelloFirstname to just start touching on this topic.

It's about three main pillars:
1️⃣ People & Skills
2️⃣ Governance and Processes
3️⃣ Technology

Each pillar has three maturity levels - Hack, Pack and Stack.

(Check this chapter of the book: https://lnkd.in/dpy6mMTb)

To unfold and demystify how this could look for your organization, I'm facilitating a workshop with help from Dorte Karlsson from the Agillic agency partner Web2Media. Apart from being one of the sharpest consultants in this field in Denmark, Dorte has extensive experience as a leader within CRM and Insights. 

We'll also be joined by Maria Dabelsteen Jensen from Aller Media Denmark who'll share her practical experience on how her team is tackling the challenges of mastering personalization with a limited budget in a time where everything isn't necessarily easy.

It's in Copenhagen on August 29th. 

Secure a place for you and a colleague already now before summer holiday kicks in for real 👢 ☀ 

https://lnkd.in/d4zVnhHC

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