Three (3) areas where customization/personalization fail and lead to a bad customer experience.
Delivering a truly personalized experience requires knowing more than your customer’s name. A good example is through simple email campaigns where automation takes over. Names are incorrect with canned content. This confluence of bad data sets and approach are just a major turn-off.
Technology can be our best friend but also our worst enemy. Overeliance on technology creates an unforeseen burden as expectations are high yet it continues to yield negative results. I always think of Netflix’s recommendation algorithm based on what you watched, regardless that you only watched it for 5 minutes and hated it. But after that 5 minutes, it’s too late. It is in the system and now it will recommend more similar content.
Mediocre approach to one size fits all
This last area is an interesting one because it showcases how companies are willing to try just a little to offer customization/personalization. The earbud industry continues to grow with a market size of USD $25.1 billion in 2019. Yet companies believe that one size fits all earbuds are the perfect gift and your earbud will never fall out. It’s like selling the same size shoe to everyone with the hope that it just works out. Ears are similar to fingerprints in that they are all unique. Now some earbud companies realize there is a need to personalize the earbud size by offering a mix of earbud inserts with the hope that one of the sizes will be close enough and your earbuds will not fall out. Or they offer built in ‘cutting edge technology’ that allows you to quickly mold a custom fit earbud without capturing and scanning data, when it is just sounds more like a marketing gimmick, similar to how companies use the term artificial intelligence, when its not really being used. Again, this is just another way of delivering a mediocre customer experience.