You can’t implement personalization without collecting, cleaning, and consolidating customer data. This data is how businesses understand who their customers are, which channels they prefer, and what their interests, behaviors, and motivations are. The most accurate customer data is the kind that businesses collect from direct customer interactions, or first-party data.
With first-party data, businesses can then tailor marketing campaigns, customer support interactions, UX design, and more, based on customers' interests and intent.