Summary
The state of consumer personalization is inconsistent: Consumers don’t mind personalization later in the customer lifecycle, but companies tend to overdo personalization prepurchase. This disconnect yields obtrusive and invasive sales and marketing moments. This report provides a data overview of consumer feelings about personalization versus how companies are tackling personalization efforts — and how companies must shift their mindset to accommodate better personalization across the customer lifecycle before, during, and after purchase.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).