A recent Gartner research paper examines in depth the area of “personalization engines,” which engage individuals online by providing a personalized experience. The report focuses on personalization engines that are being used for digital commerce.
Gartner defines Digital Personalization Engines as technology solutions that identify the optimum experience for an individual and will alter the online presentation layer, trigger an automated response, or pass analysis to the seller or service personnel to act on, as deemed fit. Personalization is an integral component of customer service. Research shows that customers want and expect a personalized experience, and, in many cases, are willing to pay more for it.