How can companies ensure that their use of technology to enhance personalization and proactive communication aligns with their brand values and fosters genuine connections with customers?

Companies can ensure that their use of technology aligns with their brand values by first clearly defining those values and incorporating them into all aspects of their customer communication strategy. They should also prioritize transparency and authenticity in their interactions with customers, ensuring that personalized messages are genuine and not overly intrusive. Additionally, companies should regularly solicit feedback from customers to gauge their satisfaction with the personalized communication efforts and make adjustments as needed to better align with their brand values and foster genuine connections.