Gartner Research

Use Digital Personalization to Enrich the Customer Experience

Published: 29 May 2015

ID: G00272413

Analyst(s): Penny Gillespie

Summary

IT leaders responsible for supporting customer experience endeavors can use personalization technologies to enrich customers' experiences. This research examines what customers want and what personalization delivers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build your personalization strategy on top of a solid foundation composed of efficient and effective customer-facing processes and an intuitive, navigational design for online interactions to maximum effect
  • Identify the technology approaches to personalization, create a holistic strategy and develop a staged plan that will enable the organization to include all approaches to personalization over time
  • Utilize a digital personalization engine to more easily incorporate multiple types of analytics for greater personalization of customers' experiences — even the anonymous ones; identify and integrate the right customer data to further power personalization for known customers; keep personalization in context

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