Our expectations (and demands) as a customer are ever increasing. We crave a personal and customer-centric approach in our interactions, both inside and outside of the workplace. We want to interact with organizations when and where we want, using a device and channel that is most convenient, whether that's social media, email or on our mobile device. 

In a recent study by PwC's Digital Services Group, 94% of senior-level executives believe that delivering personalization is critical or important to reaching customers. Failure to personalize messaging and offer different experiences to meet the needs and expectations of a diverse customer base is crucial. In both a professional and personal capacity, I would be inclined to agree.

The beauty of personalization is that it build relationships and increases the number of touchpoints with the customer - which is great! A customer-centric approach creates a wealth of new customer data and establishes and strengthens relationships - however, a word of caution... this valuable data must be utilized properly, which gives rise to additional challenges surrounding data capture, data management and the dreaded area of data privacy. 

There are a number of really interesting facts and figures in this 14 page PwC study, which you can download in full here: http://www.pwc.com/us/en/increasing-it-effectiveness/forrester-customer-personalization-power-download.html