A Forrester Consulting Thought Leadership Paper commissioned by IBM.

With the vast number of digital options at customers’ fingertips, firms need to develop seamless personalized experiences to more successfully capture and retain customers’ attention. IBM commissioned Forrester Consulting to evaluate personalization strategies and consumers perceptions of personalization in action.

Findings are drawn from an online survey of 372 business personalization strategists and 548 consumers from around the globe. The report discusses how decision makers and consumers paint two different pictures of the personalization experience:

• Personalization leaders believe their firms are doing well,
• Consumers say there is something left to be desired.

It's the firms that remain in tune with their customers that will reap the benefits.

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