Marketers, Forget Personalization. Start Offering Personal Experiences

Separates personalisation from being personal. Personalisation is what third-party data does to an advert; being personal is what happens across the app, the site and the service desk when those are joined up. The argument is that the second survives the loss of the first, which is why customer experience management is the discipline worth building rather than better targeting.

“Moments of connection that provide holistic experiences are on a journey to replace data-based advertising.”