“Instead of seeing personalization and privacy as opposing forces, retailers should view the two as allies that evolve together to form one unified commitment to customers.”

Catherine Iger, vice president, CX, Experient Group, from her blog entry, “Building Trust: Delivering Personalization While Safeguarding Security.” She adds, “Empowering customers with greater control over their data, including the ability to access, modify, or delete their personal information, enhances transparency and builds trust.”