With a wealth of customer data available, companies have more opportunities than ever before to deliver personalized customer experiences. But creating a unique experience for each person can take valuable time and resources. Successful companies leverage data to balance personalized experiences with scalable interactions that appeal to everyone.

Bryan Flores, Group Vice President, Marketing & Strategy at Frontier Communications, says companies must weigh the tradeoffs between individual experiences and universal truths. The aspects of the experience that apply to everyone are universal truths—things like nobody wants to pay more than they need to or the idea that the service …
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