As empowered customers, users want control of their own Web experiences. Vendors should enable users' control rather than fight the customer for it. Unfortunately, many companies cannot make the psychological leap to loosen control over the customer relationship. But we believe that in the world of the Web, companies must face the power shift that the Web has created and think about control differently. In this new age, vendors' control comes from enabling customers to successfully shape their own Web experiences.
Exposure involves how and when the customer accesses the site and the offer.
Functionality means what actions are enabled by the site experience and the options the customer has throughout the site experience. Content includes the topical information presented in the experience. The degree to which vendors allow customers to control their exposure, functionality used, and the content available makes the difference between customers' acceptance and rejection of the business relationship. It's a balancing act between a vendor presenting offers to customers that they want them to buy and the customer having control over their own experience. A Good Thing and Bad Thing Customers have mixed feelings about personalization.