Insight

Personalization: The pillar of strength in customer relationships

In the KPMG annual customer experience report, personalization was found once again to be the top driver for building enduring customer relationships.

Julio J. Hernandez

Julio J. Hernandez

Global and U.S. Customer Advisory Lead, KPMG US

+1 404-222-3360

Jeffrey Mango

Jeffrey Mango

Managing Director, Advisory Customer Solutions, KPMG US

+1 404-614-8757

Beyond simply inserting a customer name in a communication or recognizing a previous purchase, the true test of personalization is when a company demonstrates that it understands the customer’s specific circumstances and will adapt the sales experience accordingly. Further, the most successful companies ensure that following an interaction, customers have an improved sense of self-worth—they feel known, valued, and in control.

At its heart, personalization is about best-action technology that helps make the customer’s life easier. In this report, learn from three companies that offer radically superior customer service. They achieve that by keeping the focus on the next problem to solve for the customer, not the next product off-the-shelf to sell. 

Personalization: The pillar of strength in customer relationships
Learn how leading companies in the 2020 KPMG U.S. customer experience excellence survey have incorporated personalization to drive an emotional connection with their customers.