Personalization ranks front and center of the initiatives retailers are planning to add so they can improve the customer experience based on new research from Boston Research Partners about customer engagement at the point of sale.

I once lived in an apartment building with a nicely equipped gym on the ground floor. This convenience still left me unable to establish the discipline for a regular cardio routine. The people at Peloton Cycle know this.

In their new book, "The Intuitive Customer," authors Colin Shaw and Ryan Hamilton contend that companies experiencing plateaus in their Net Promoter Scores cannot combat declining customer loyalty by cutting prices and focusing on cost.

Customers want to provide feedback about their experiences with brands, but they want to do so through a meaningful, two-way dialogue instead of a one-way questionnaire.