Glossary · Customer Satisfaction
Personalisation
Tailoring interactions to the individual customer. Not "Hi [First Name]" - the right offer at the right moment.
Personalisation in Practice
Levels of Personalisation
- Cosmetic: Using a name in the subject line
- Segmented: Showing content tailored to a customer segment
- Individual: Recommendations based on that specific customer's behaviour
- Contextual: Adjusting to time, device, intent and recent activity
The value accelerates up this ladder. Cosmetic personalisation has diminishing returns; contextual personalisation is where retention and CLV move.
Frequently Asked Questions
When the customer notices you know something they did not share, or when personalisation is used to pressure rather than serve. The line is contextual: what feels helpful on Amazon can feel intrusive from a bank. Test with customers, not just designers.
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