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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We all know that customer expectations are at an all-time high and that the pandemic has forever changed the way consumers interact with brands. A new study reveals how companies can use empathy to help their consumers feel more connected at a time when so many of us feel isolated.

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