In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’. Our special guest this week is Christian Peter. Christian has vast experience as a leader in CX from several large banks in the financial sector in Germany. He even has the award statuettes to prove his success in the field. Last year I saw Christian receive an EDDI Award from DDV, German Dialog Marketing Association for his and his team's work at CommerzBank. He's also an author at Sulona.com and has written the book ‘It Depends on the Ands’ that sums up his experiences in bite sized advice.  In the episode we cover the following points: Christian's career path and his work for multiple German banks What it was that drove him towards becoming an author What the state of Personalization is in Finance today and how it has changed How much of the Customer Experience that Marketing owns in Finance How the mix of Outbound vs Inbound channels is in Finance The importance of Tech vs. People in Personalized Customer Journeys Scott Brinker's 5M Model and Marketing Technologist Roles The necessity of T-Profiles in Smaller Teams Challenges in Hiring and Retention vs. the Utilization of External Consultants and Agencies Changes in Operating Model with Increased Maturity Automated Lifecycle Communication vs. Campaigns Project vs Process based operating models The Impact of Generative AI on Personalization in the Future Christian's own favourite example of personalization that he has experienced personally Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.