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James Wheless

Global Managing Partner, Customer Experience and Transformation, Consulting

Navin Mithel

Partner, Marketing Transformation

Scott Hilchey

Director, Customer Experience Transformation


  • Personalization is a hugely powerful tool, but it’s not risk-free. Knowing when to personalize and when not to is critical in engaging customers.
  • Customers don’t always want a personalized “relationship” with a company or brand that provides a product or service, especially for low-involvement goods.
  • Personalization strategies should reflect confidence, ambition, and trust, and not risk undermining the relationship with the customer with a barrage of enquiries.