When personalization turns intrusive

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      <subfield code="a">Personalization, which is now a part of the corporate zeitgeist, is the culmination of several decades of customer-focused and -centric initiatives. Personalization and its associated term, customization, are not new, but rather old concepts that only a privileged class of customershigh-net-worth individualscould access. It turns out that notwithstanding net worth or any other categorization of their social standing, every customer has a deep desire of not being seen as a faceless, anonymous footfall count, but as someone special and treated accordingly.</subfield>
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