Customer expectations for a personalized approach have become even higher after pandemic and the growth of online customer-business interactions. Consumers now takes personalization for granted. 72% of consumers said, that thay expect that brands will reflect their interests and preferences. When asked, "What is personalization to them?" consumers responded that it was a pleasant feeling of being cared for. They respond positively when brands showcase their investment in customer relationships, not just sales. Personalization is especially effective with repeated interactions. This interaction creates a large amount of data from which companies can draw customer experience, creating strong and long-term customer loyalty.