Marketers who think they have mastered data-driven approaches are all aflutter about the next step in customer interaction: prescriptive messaging. It’s not enough to communicate at the right time, right place, etcetera – now we have to tell customers what they want before they know they want it!
But what happens when those messages, meant to be full of convenience and usefulness, come across as bothersome or egregiously incorrect? Is anticipatory messaging worth the risk of annoying or insulting your customers?
