Now that we’re collecting data on visitors and customers at every touchpoint and through every channel throughout the customer life cycle, and we know so much about them – their preferences, their behaviors, their purchasing patterns – personalization must be robust and effective from acquisition to service to retention, right? Wrong. Respondents to the study we commissioned through Forrester Consulting identified insufficient ability to achieve the same degree of personalization across all customer communications as one of the three largest gaps preventing companies from being satisfied with their current CCM solutions.