Customers want custom experiences, but personalization can quickly turn creepy if it crosses a line of comfort with its audience. There's just one problem: Where exactly is that line?
No brand knows for sure, and different customers will have different thresholds of tolerance for these experiences. The best way for an organization to avoid any blowback for these efforts is to establish a strategy for developing, testing and tweaking the methods it uses to offer custom content for individual users.
Here are some tips that companies can use to stay smart and safe while driving innovation.