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Innovation starts with identifying the outcomes customers want to achieve — which is why most companies rely on modern tools and technologies to acquire vast amounts of customer information for creating personalized customer experiences.
You need your customers to share their details, including preferences, to ensure you create a seamless, engaging and personalized customer journey. However, this need is at odds with the growing concerns surrounding customer privacy. Now, more than ever, customers are growing increasingly protective of their personal data.
According to a survey conducted by Gartner, consumers are less comfortable with brands collecting other types of data, including browsing history.
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