Why aren’t more businesses doing personalisation better? - Achievement Awards Group

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The potential is alluring, but getting there is more of a crawl than a sprint. There are reasons for that.

Why aren’t more businesses doing personalisation better?

The Loyalty Lighthouse lowdown:

The potential of personalisation is alluring, with benefits for companies, their employees, business partners and customers. But despite its promise, good personalisation is still uncommon. That’s because there are obstacles, especially for companies starting out.

On a scale from creepy to cool, personalisation – and its newer offspring, hyper-personalisation – might just be heading in the right direction. Compared with five years ago, it’s now more accepted and perhaps also more expected, as more of us experience it and understand how we can benefit from it.

But that is happening surprisingly slowly. Anecdotally, the feeling seems to be that, while there are a few examples of great personalisation, very few companies are really nailing it.

Personalisation: what it is

If generalised is intended for everyone, personalised is tailored for me.

At a very basic level, a generalised offer is something like “3 for the price of 2, while stocks last.” A personalised offer would be something like: “during your birthday month, get 20% off all cakes and candles” – the kind of reward many loyalty programs started off with decades ago.

We specialise in end-to-end engagement solutions using a holistic approach that connects employees, sales and channel partners, and customers.

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