Best Practice Report

Pivot To Person-First Personalization

Lead With Customer Goals To Improve Customer Experience And Business Results

January 1st, 2018
Jennifer Wise, null
Jennifer Wise
Andrew Hogan, null
Andrew Hogan
With contributors:
Srividya Sridharan , David Truog , Stephanie Liu , Laura Glazer

Summary

Personalization is all the hype, and for good reason: Consumers expect brands to leverage the data they exchange to deliver better experiences. Personalization is a top priority for more than two-thirds of brands today. Their goal? Capitalize on its ability to drive positive behavior change, goodwill, and business results. Yet most attempts today don’t reach this potential as they are narrowly applied, lack customer value, or create awkward interactions. This report explains how customer experience (CX) professionals must approach personalization programs with person-centric objectives to create long-term business results.

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