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What is a personalized experience and how can brands capitalize on user benefits?

Giles Richardson

Ensuring users understand and enjoy their experiences with a brand is the main task of a VP digital journeys, but that also requires a critical analysis of trends and fads.

Giles Richardson, VP digital journeys, T-Mobile, explains how the personalization trend dominating the retail technology sector can be misinterpreted by businesses simply seeking to jump on a bandwagon.

This interview is part of Digital Intentions, a series powered by Clicktale.