- Gartner survey finds traditional personalization methods increase customer regret by 3.2 times.
- Active personalization boosts customer confidence and ROI by 2.3 times, compared to passive techniques.
- CMOs urged to redesign personalization for AI-enabled, conversational experiences to enhance customer engagement.
Gartner, Inc. (IT, Financial), a leading research and advisory company, recently revealed that traditional personalization methods in marketing lead to significant customer regret. According to their survey conducted among 1,464 B2B buyers and consumers in North America, the U.K., Australia, and New Zealand, 53% of customers experienced negative emotions during personalized marketing, making them 3.2 times more likely to regret their purchases and 44% less likely to buy again.
The findings, presented at the Gartner Marketing Symposium/Xpo in Denver, indicate that customers exposed to high volumes of information during their purchasing journey feel overwhelmed. Additionally, they are 2.8 times more likely to experience time pressure, with personalized offers often appearing irrelevant amid complex decision-making processes.
Gartner's research emphasizes the importance of shifting from passive to active personalization strategies. Active personalization has been shown to boost customer confidence and return on investment (ROI) by 2.3 times compared to traditional "next best action" recommendations. This approach allows customers more control over their purchasing journey, providing meaningful interactions and reducing concerns about the invasiveness of data usage.
Marketing leaders are encouraged to adopt strategies that actively address customer journey pitfalls, promote emotional engagement, and embrace customer co-creation. CMOs are advised to leverage active personalization to enhance customer engagement, brand loyalty, and commercial outcomes.
Gartner's ongoing insights into effective personalization strategies are accessible through their report titled "Revitalize Your Personalization Strategy for Future Growth," available on their website.
