Forrester Consulting study (sponsored by PwC) "The Power of Personalization"

December 2015

Overview

In the age of the customer, the way that customers interact with organizations has fundamentally changed, and customer expectations have grown accordingly. These increased expectations lead to increased marketing challenges, as customers choose to interact with companies across more and more channels, such as mobile and social, and firms struggle to manage and utilize the wealth of customer data available today. 

Forrester’s study yielded three key findings: 

  • Personalization is critical for marketers seeking to enhance customer centricity and engagement. 
  • More customer touchpoints lead to greater personalization challenges. 
  • Firms struggle most with new channels and contextual data. 

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