Trends Report

Great Personalization Uses Customer Context To Meet Customer Needs And Engender Feelings Of Value, Appreciation, And Confidence

September 6th, 2019

Summary

A personalized experience uses customer data and understanding to frame, guide, extend, and enhance interactions based on that person's history, preferences, context, and intent. Personalization should deliver customer value, not just short-term sales goals; competitive advantage will follow. Bank of Ireland and Bank of America are creating personalization programs that focus first on driving customer benefits and second on creating positive business outcomes. Marketers and digital business leaders can learn from how leading firms like BBVA and USAA use personalization to engage customers, deliver value, deepen relationships, and create trust in four ways: inform, guide, advise, and care.

Want to read the full report?

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.