Customer Experience Podcast

Personalization is an excellent tactic for your marketing efforts. However, only some people like this personalization; some feel they’re being watched. Therefore, it is important to remember that context and who’s doing the personalizing matter.

Picture this: Colin’s at his go-to fishing store, Discount Tackle. The manager knows him, we chat, and he recommends a lure. Even though Colin can snag it cheaper elsewhere, the personalized touch keeps him coming back.

We’ve all got our versions of this – the local diner, your loyal barber, or maybe a small biz that fuels your hobbies. Small businesses nail personalization. But big companies? They play the tech card, crunching data to determine “personalized” offerings—not always a slam dunk.

Why? With technology, the data sometimes gets too personal, and without a personal relationship supporting it, you’re left feeling like the company is stalking you, not helping you.

The trick is to balance personalization and privacy without making it weird. Discount Tackle gets it. They add value to Colin’s fishing game. Spotify does well with personalization, too. It has cool features, like Spotify Wrapped and DJ playing mode, that enhance the music and user experience but aren’t creepy.

But then there’s Facebook. Facebook dives deep into Colin’s life for personalized ads, which he doesn’t appreciate, nor do they enhance his experience. Remember: we do not pay for Facebook, but they’re cashing in on us.

Graham Hill on LinkedIn – he’s all about putting the “customer” back in personalization. His take? Check your spam emails; they’re not overly personal. He wants to see marketers’ user personalization to send the message to the right people at the optimal time.

We want personalization for a few reasons. It’s like getting invited to an exclusive club when it’s done right. Sainsbury’s in England sends Colin discounts on stuff he buys. It is cool, not creepy. We also like familiar stuff. Plus, we appreciate the effort.

In this episode, we explore the balance between personalization and privacy. We explain why brands should always consider who you’re talking to, how you’re doing it, and why.

In this episode, you’ll also discover:

• The Balancing Act of Personalization: Learn how to balance personalizing interactions and avoiding the “too much information” zone.
• The Differences Between Small vs. Big Business Tactics: Uncover how small businesses ace personalization in face-to-face talks while larger corporations use tech and the tradeoffs involved.
• Value and Purpose Dynamics: Explore the critical role of value and purpose in personalization and how it can make or break customer relationships.
• Why Trust and Context Matter: Understand the significance of trust and context in personalization and why it’s not just about data but the emotional connection.
• The Critical Nature of Adding Value, Not Just Selling: Shift your perspective from collecting data for sales to providing genuine value, making customers feel respected and appreciated.