“It’s not personal, it’s business,” or so the saying goes. But today, everything is personal – or at least it should be given the growing emphasis and importance on personalizing each customer engagement. In fact, a recent study by Forrester Research and Salesforce listed “Personalizing Customer Service Interactions” as one of the key trends facing customer service organizations. And with more than 70% of executives believing personalizing the customer relationship is of strategic importance, its no wonder its driving the way organizations currently target and service their customers. And there is no denying the results.