Best Practice Report

A Strategy Guide To Consumer Personalization

Define Personalization Against The Customer Lifecycle

November 10th, 2022


Companies use the word “personalization” often but have trouble defining it. Personalized interactions occur throughout the customer lifecycle: before, during, and after a purchase. Depth of individualization increases as people move through the customer lifecycle. Companies base personalized moments on a spectrum of methods: segmentation, discrete interactions, preset personas or customer journeys, and contextual understanding and anticipating customer needs. This report helps companies develop a strategy for personalization by asking four key questions.

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