When it comes to brand interaction, the pandemic has given rise to new needs and demands for customers and prospects. Fundamental changes have brought more nuance, specificity, and urgency to many of these interactions. The result is a high level of expectation for personalization. Both customers and prospects want to be seen as individuals with unique needs. This is driving brands to double down on personalization.
However, personalization at scale is still difficult for many brands. Their legacy systems often require too much manual intervention or can only do it for one channel or mode of interaction.
