Summary
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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