‘Why Your Organization Is Approaching Personalization Wrong’ – Forrester
Fiona Adler says, “A few weeks ago, I learned that my credit card number was part of a large data breach and that I needed to cancel it immediately. My first thought? Panic and trepidation – what if someone already charged my card? What about the companies I have recurring payments with – will they reject them and charge me fees? How do I remember all the companies with which I even have recurring payments?
As all these questions entered my mind and I started questioning my loyalty to Capital One, I received the following email (pictured) explaining what I needed to do as a customer, and the companies I needed to contact:
Capital One not only provided immediate relief, but demonstrated awareness of my individual profile and what could make or break my specific customer experience. They implemented personalization at a critical “moment of truth.”
Forrester’s research articulates that personalization – one of the top success factors for customer-obsessed businesses in 2016 – is a critical pillar of customer experience and that organizations are starting to invest not only in personalization to stay“.
Comments are closed.
