Trends Report

Personalization And The Rise Of Individualized Experiences

December 9th, 2014
Tony Costa, null
Tony Costa
With contributors:
Maxie Schmidt , Srividya Sridharan , John Dalton , Michael Gazala , Corey Stearns


Over the past decade, marketers have become adept at using customer data to personalize recommendations, offers, and messages. Now, customer experience (CX) pros are getting into the game by using customer data to personalize customer experiences. The result of these efforts is a new class of customer experiences called "individualized experiences" that reprioritize functionality, curate content, and systematize guidance for individual customers. This report explores the hallmarks of individualized experiences, how individualized experiences raise the bar on experience quality, and how CX pros can start creating individualized experiences.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.