The Problem At The Heart Of Personalization

Privacy. Security. Justice. Equity. Accessibility.

If you mentioned these words to pretty much anyone, they would probably all agree that they were important. But, ask them what they mean and, depending on whom you ask, you are likely to get several different answers.

I think the same is true of personalization in customer experience (CX).

If you ask marketers, almost all of them report that personalization positively impacts customer relationships and, when done well, drives improvement in customer satisfaction, engagement and acquisition as well as increased revenue and retention.

The same is true of customers, with around 90% reporting that they find marketing personalization very or somewhat appealing. A

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