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For any size of brand, working at any scale, personalization is table stakes. And that doesn’t just mean a name in an email. Personalization should reflect what you know about your customers, and this should be present across any communication channel, during any experience they have on-premises, and as they interact via web chat or with customer service, just to name a few. Digitally-savvy consumers have elevated expectations, and not just meeting those, but exceeding them....

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