PERSONALIZATION VS. PRIVACY: BALANCING CUSTOMER PREFERENCES

How companies are able to balance personalization with privacy is a big question for businesses of the digital age. Personalization can help customer experience and businesses but it should be done in a privacy-sensitive, trust-building way. Businesses need to be open and ethical with their data and give consumers ownership of their data. They will in doing so be adding value for the consumer as well as the company and help create long-term loyalty and trust in a privacy-shy marketplace.

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