In December 2019, IBM commissioned Forrester Consulting to evaluate firms’ personalization strategies and consumers’ perceptions of personalization in action. To explore this topic, Forrester conducted an online survey of 372 business decision makers responsible for their firms’ personalization strategies and 548 consumers across the globe. We found that while many enterprise leaders report their organizations have begun their personalization journeys, there are many key areas of improvement. Most importantly, decision makers and consumers paint two different pictures of the personalization experience: Personalization leaders believe their firms are doing well, but consumers say there is something left to be desired. Firms that remain in tune with their customers will be the ones to reap the benefits.
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