Dynamic Personalization

Core to every digital CX (Customer Experience) is the concept of "Dynamic Personalization".
Every web page, email, text message is personalized to the customer.

"Bottom Up" a CX transaction is personalized through a series of layers:

CRM Data
A CRM Identity; such as Lead, Contact, or User; and a CRM Object; such as Campaign, Opportunity, Quote, or Contract, are the basis for personalization.

Content Templates
Templated content contains merge tags to be replaced by CRM data. iDialogue uses a handlebar format across all types of content, such as {{FirsName}}, {{Quote.TotalAmount}}, etc. Templates may merge single values or collections of table rows. Both text and images may be defined in templates.

Merge Engine
CRM data is merged with content templates based on the delivery medium.
By decoupling the data and templates, any delivery format may be supported. Common formats include HTML, PDF, Word DOCX, and plain text. Transformations may happen in real-time or batch.

Delivery
The merged content may be personalized in real-time based on a web browser request. Or the content may be delivered as email with attachments.

CX Clients
Often times the content must be delivered in a format that is responsive to the needs of the requesting client. The client is most often a browser on a desktop computer or smartphone. But may also be kiosks and other digital experience mediums.