By Michelle Calcote King
Think about the best experience you’ve ever had with a company. What made it great? My guess is that it felt personal — as if the company understood your specific concerns, spoke to you directly and delivered tailored, customized products or services that met your exact needs.
While this kind of experience becomes harder to achieve as firms grow larger and more diverse, automation can help marketers get one step closer to delivering personal experiences — no matter the size of the firm.
