When personalization is done well, brands benefit in myriad ways and customers get a better experience. But some marketers overuse personalization in ways that can hinder discovery. Others use greetings that sound personalized to try to mask generic communications, which can leave customers annoyed instead of open to new possibilities.

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Forrester has announced its U.S Customer Experience Index 2020, along with a report on how brands build loyalty through the quality of their CX. Report author TJ Keitt notes that after several years of little to no gains, 27 percent of the 250 brands across 14 industries that the index tracks saw improvements to their CX scores. Additionally, nine industries improved their score averages.

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Latinas have been the most talked-about demographic, but for many companies, they’re also hardest to understand, asserts Mónica Gil, chief marketing officer and executive vice president of NBCUniversal Telemundo Enterprises. “Many brands are using outdated data and strategies trying to reach Latinas,” Gil says. “Brands need to see Latinas as they are today, versus using past perceptions.”

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No industry is exempt from upheaval of today’s disruptors. That means every organization needs to transform the way they operate — especially how they use data and engage customers — if they are to grow and thrive. “The ecosystems are more complex; the challenges with technology are complex and expensive,” said John Sheehy, Starcom Worldwide’s global brand president. “So, marketers looking to unlock growth should focus on doing fewer things better, faster.”

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The line snaking down about four flights of stairs was a clear indication that Advertising Week attendees were keen to learn the strategies behind Rent the Runway’s and Glossier’s continued successes. Those strategies boil down to two simple, yet expansive feats: listening to customers and creating magical retail experiences.

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Whether you love it or hate it, the one thing you have to admit about Vegas is that it’s exactly as over-the-top as it promises to be. So, if you have a presence in Las Vegas and you’re going to make a brand promise, you had better deliver on it.

Lilian Tomovich, chief marketing and experience officer for MGM Resorts International, is one person who’s gone all in to ensure that the entertainment behemoth delivers on its promise of wowing its customers not only in Vegas, but also across its portfolio globally.

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While most mobile telecom providers are shouting about the strength of their networks and pricing, Visible is talking to consumers about their experience as a wireless customer — and how it can be better.

“Our mission is to bring the convenience and simplicity of direct-to-consumer, subscription-based models to the wireless industry,” Visible’s chief marketing officer, Minjae Ormes, told The Drum. “We want to build a brand, and an affinity for it, in such a way that our members stay with us because they want to, not because they feel they have to.”

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