Personalization & Choice
Thomas O'Toole, CMO of United Airlines Corporation, explains that digital innovation allows a brand to offer a wide range of choices to all customers, while also giving each customer personalized attention. He says his company is looking into ways to harness technology to offer even more highly-customized service.
“Being able to simultaneously offer a wider range of options to customers, but at the same time, a more focused and relevant set of options to any given customer, is exactly where we're headed.“
- Thomas O'Toole
- Published July 2010