Personalization is the number one priority for Tom Mitchell, Senior Lifecycle Operations Manager at Sona. The UK-based SaaS platform is used by industries as diverse as social care to hospitality for frontline scheduling. But creating personalized experiences that cater to completely different audiences, each with their own unique pain points and goals can make building personalized experiences at scale a challenge. The answer, says Tom, is having a complete view of all the data you hold on your customers, so you can segment your audiences and target them with the right message at the right time.

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