The value of getting personalization right, or wrong, is multiplying

This McKinsey paper highlights the importance of customer intimacy. More specifically, it emphasizes building deep, data-informed understanding of customers to drive personalization, stronger relationships, and superior growth by staying close to evolving consumer needs and behaviors.

The research shows that companies that excel at personalization generate 40 percent more revenue from those activities than average players. Getting personalization right demands that companies understand what customers truly need and when — making every interaction feel tailored and relevant.

Conversely, getting it wrong carries real costs: 76 percent of consumers get frustrated when personalization doesn't happen, and poor attempts can erode trust. The paper makes a compelling case that personalization is no longer optional — it's a growth imperative that separates leaders from laggards in customer engagement.