Gartner Research

Use Personalization to Drive Digital Customer Engagement

Published: 22 October 2013

ID: G00256956

Analyst(s): Penny Gillespie


Online sellers are using personalization-enabling technologies to create a unique shopping experience for buyers. CIOs and e-commerce leaders can use personalization to heighten the four components of customer engagement to build loyalty, increase retention and improve sales results.

Table Of Contents
  • Key Challenges


  • Active Engagement
  • Emotional Engagement
  • Rational Engagement
  • Ethical Engagement


  • Create Active Customer Engagement by Getting to Know the Customer and Offering Solutions, Rather Than Products
  • Drive Emotional Engagement by Developing Customer Advocates
  • Impel Rational Engagement by Providing Content That Resonates and Is Easily Searchable
  • Demonstrate Ethical Customer Engagement by Determining What's Important to Customers and Displaying This Recognition

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