Active Personalization
-
Personalization Ups Customer Regret Risk at Key Journey Points, Gartner Finds
Gartner research indicates that traditional personalized marketing is backfiring. A survey of 1,464 B2B buyers and consumers reveals 53% report negative experiences, leading to purchase regret and future hesitancy. Active personalization, which proactively addresses customer needs through interactive methods, emerges as a superior strategy. It boosts customer confidence and ROI significantly, allowing customers to own their journey and fostering deeper engagement. Gartner recommends actively addressing journey pitfalls, catalyzing emotional change, and embracing customer co-creation for enhanced marketing outcomes.
