In todays data-driven world, one of the biggest tools companies have for creating personalized customer experiences is customer data. However, using data effectively involves walking a fine line between being personal and being creepy. Just because companies have data on their customers doesnt mean they have to use it, and some companies go too far in building data-driven experiences. However, two brands in particular are excelling at finding the balance to turn customer data into relevant customer experiences that are leading to big rewards.
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