Make your interactions count. Personalize every experience. More than ever, consumers expect purchasing experiences — even conversations — to be relevant and tailored to their needs and objectives.

Don’t fall into the trap of using canned material or interactions. They’re a dead giveaway, and people will quickly recognize they’re not authentic. Instead, personalize your message.

Individualizing what and how you communicate is one key to personalizing your approach. Gone are the days of a one-size-fits-all approach. In fact, as Yahoo CEO Melissa Mayer puts it, “To me, the future is personalization.” And so is the present.