The personalisation imperative: power better CX with owned data

Businesses across the globe have embraced digital transformation over the past three years, and consumers now expect tailored, frictionless digital experiences across their preferred communication channels.

But our data shows an increase in dissatisfaction with brand interactions: 51% of consumers reported being frustrated with their interactions with brands in 2022—up from 46% in 2021. And while 46% of brands believe that they are doing an excellent job of providing personalisation, only 15% of consumers agree.

To engage customers with meaningful interactions, businesses must look to owned customer data to drive personalisation—especially when it comes to their customer service strategies. The upcoming deprecation of third-party cookies makes this a more difficult feat. That’s why obtaining first-party and zero-party data is crucial.