What customers want and what businesses think they want are often two different things, which is why personalization can be a huge advantage for businesses and consumers alike. Targeted communications that are relevant and useful can create long-lasting positive customer experiences and impact the business revenue growth of up to 30 percent. Customers see value as a function of how relevant and timely a message is in relation to how much it costs. In other words, how much personal information has to be shared and how much personal effort does it take to receive useful content.

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