Summary
Consumers are lukewarm about companies’ personalization efforts; they aren’t sold on personalized interactions, especially as they become increasingly privacy-aware. Despite this, companies continue to double down on personalization strategies, especially for marketing use cases. But consumers just want personalized moments that are relevant and valuable to them. Read this report to understand why consumers seek relevant moments that allow them to realize four dimensions of consumer value: economic, functional, experiential, and symbolic.
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).