Is It True Personalization? Your Customers Might Not Agree

Customer Think – Andrew Steele

August 14, 2021

There’s no doubt personalization is a critical part of the modern-day customer experience. And most brands and business owners fundamentally get that, but actually achieving it is another story.

For instance, according to a post-pandemic survey published by Salesforce, more than two-thirds of consumers expect brands to understand their unique needs and expectations, and 91% base repeat purchase decisions on a great customer experience, but only one-third say brands actually do a good job in delivering personalization. While this is just one example, this massive disconnect is representative of a broader consumer sentiment.

This begs a couple of questions; why is there such a gap when it comes to personalization and how can brands begin to close it –– and do so consistently?

What personalization is and what it isn’t

Let’s start with a working definition. Oxford Languages defines it as “the action of designing or producing something to meet someone’s individual requirements.”

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