Personalization is undeniably becoming a key Beyond data privacy alone, there is emerging As enterprises look to deliver personalized differentiator for enterprises across industries. concern that personalization efforts are trapping experiences in sync with the nuanced expectations Accenture’s Technology Vision 2020 survey finds people in bubbles—both group and individual of customers, new roles are emerging. Fifty-seven that 90 percent of businesses believe delivering echo chambers. Nearly half of consumers believe percent identify as a “guide” and 45 percent as a highly personalized services is a top strategic personalization has a major risk of cutting off “coach,” indicating their ambition to push people priority. Within the retail sector alone, 96 percent people from new ideas and experiences. These outside of their comfort zones. Meanwhile 39 of consumer electronics executives, 97 percent concerns will only grow as enterprises continue percent of companies identify as “order-takers,” of health & beauty executives and 92 percent along the same path of personalization without demonstrating a more conservative approach of travel industry executives all report a strong assuming additional responsibility and empathy to experience customization. What might your focus on personalization. with their customers. enterprise’s role be in the future, and what are the implications and responsibility of that role? But while customers may be hungry for the benefits of personalization, they are starting to weigh them against the risks of data privacy and security. Sixty-six percent of consumer respondents are just as concerned about the As enterprises look to deliver commercial use of their personal data and online personalized experiences in sync identity for personalization purposes as they are about security threats and hackers. Seventy with the nuanced expectations of percent of consumer respondents are concerned customers, new roles are emerging. about data privacy and commercial tracking associated with their online activity, behavior, location, and interests.