Organizations often focus their personalization programs on business benefits. To develop a personalization strategy that also prioritizes customer needs, organizations need to be clearer on how personalization efforts yield customer relevance and a mutual exchange of value. Personalized moments can occur throughout the customer lifecycle: before, during, and after a purchase. And they can happen across different modes and depths: segmentation, one-off interaction, predetermined path, and anticipating a customer need. This report helps organizations orient a personalization strategy using Forrester frameworks.