The more businesses understand their customers — where they live, what they like or dislike, what influences their purchasing decisions, etc. — the easier it is to provide a good customer experience.
One Statista survey revealed that 90% of US consumers find personalized marketing very or somewhat appealing. And in another poll, that same percentage of people said company messages that aren’t personally relevant are annoying. Forty-four percent even said they’d switch to another brand if it offered better personalized marketing.
How can brands tap into that personalization? It all comes down to data. And handling that data appropriately, including not alienating customers by asking for excessive information, or worse, losing that data, means companies must practice good customer data management (CDM).