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Companies have a personalization problem: Despite the best of intentions, they fail to create memorable, or even useful, moments with their customers. From “buy this, do that” mentalities that prioritize product over customer needs to insufficient tools and insights gaps to organizational and process roadblocks, challenges abound. But the last thing you should do is throw in the towel. This roundtable discussion with analysts from Forrester’s B2C marketing, customer experience, customer insights, and eBusiness and channel strategy teams helps you break down common barriers to success and get on a path to creating real value for your customers and driving long-term profitability.
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Target audience level: beginner and intermediate
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This report helps B2C marketers adjust their personalization approach to create memorable and meaningful experiences for their best customers.
This report will show how CMOs need to reevaluate the fundamental assumptions on which their marketing programs are built and steer their teams back on track to win, serve, and retain customers — and regain their faith.
This report identifies and explores the differences between two types of segmentation — customer and consumer — and why companies should eschew traditional methods in favor of a more personalized approach.
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