In this guide, Intercom explores the concept of CX personalization, highlighting its importance in today's competitive and rapidly changing business landscape. The guide emphasizes that CX personalization is not just about knowing a customer's name or sending a congratulatory card on their birthday, but rather an end-to-end, data-driven strategy that takes into account customers' needs, preferences, and behaviors to deliver relevant experiences across all touchpoints in the customer journey. Personalization empowers companies to differentiate themselves from competitors, create competitive advantage, increase customer loyalty, and drive business growth. The guide provides 8 steps to personalize customer experiences at scale, including collecting first-party data, building a unified customer platform, creating user personas, helping customers where and when they need it, designing personalized communication flows, boosting personalization efforts with automation and AI, assembling cross-functional, customer-centric teams, and iterating and refining the strategy. The guide also highlights examples of great personalized CX, such as recommendation algorithms used by Amazon and Netflix, personalized marketing done right by Spotify, using customer feedback to fuel growth, building integrated experiences, and what not to do in terms of overpersonalization and privacy concerns. Ultimately, CX personalization is a business necessity that unlocks customer loyalty, engagement, retention, and double-digit revenue growth.