This time, it’s personal: How personalisation can transform your customers’ experience

 
Once upon a time, when the internet was still in its infancy, someone might open their browser, input a search term and marvel as it churned out endless information. 

Not anymore. 

As the internet has become increasingly embedded in our lives, people expect more of it. They want information, products and services that are precisely relevant to them. And they want it all instantly. 

That’s why, as marketers, we must evolve our approach to meet those expectations. The key to success? Personalisation. 

In this article, we explore the rise of tailored user experiences and outline practical strategies for incorporating personalisation in your marketing.

With tips and insights from Simone Blakers, a seasoned customer experience consultant who’s worked with Telstra, Jurlique and Volkswagen, your path to marketing personalisation starts here. 

The personalisation boom: How did we get here? 

Personalisation – the practice of tailoring messaging, offers and experiences to each customer based on their preferences and behaviours – has been on the rise for some time.
 
According to research by McKinsey, 72% of consumers expect businesses to recognise them as individuals and know their interests. 

But how did we get here? 

Simone Blakers, Founder of customer experience and digital transformation company LiquidCX, says it’s all in the data. 

As data collection and analysis techniques have advanced, companies have built a clearer picture of their consumers and their needs. This, in turn, has enabled them to deliver more tailored online experiences.

‘We call it ‘The Netflix Effect’,’ says Simone. ‘The technologies we’re using day to day – search engines, social media, Spotify, streaming platforms, online shopping sites – use our data to narrow down our choices and serve the most relevant content possible. Ultimately, this makes the consumer experience faster and more convenient. It means they can find what they want when they want it, almost effortlessly.’

As data-driven personalised experiences have become more common, customers have grown accustomed to the speed and convenience they offer. It’s become the new standard.

The case for personalisation (and its potential pitfalls)
 
Though customers’ higher standards may pose a challenge, there’s a strong case for businesses to meet their demands. 

Research shows that fast-growing companies drive 40% more revenue from personalisation than their slower-growing counterparts. And that investing in personalisation can increase revenue by 5%-15%, reduce customer acquisition costs by up to 50% and boost marketing ROI by 10%-30%.

In other words, there are huge gains for both companies and customers when personalisation is used strategically.

That said, there are a few important considerations to bear in mind. 

The first is that to invest in one ‘p’, you must be mindful of another. And that’s – you guessed it – privacy. 

It’s a simple fact that, to make user journeys more personalised, brands must collect key information about their customers: things like search history, location, interaction with ads and browsing activity across websites and apps. Understandably, customers are wary of giving businesses too much access to their personal data.

‘It’s termed the personalisation privacy paradox,’ Simone explains. ‘People expect a certain level of personalisation but are reluctant to hand over the data that makes it possible. They’re worried brands know too much about them and are nervous about their ability to store that information securely – which is completely reasonable.’ 

Of course, the upcoming privacy reforms are rewriting the rulebook when it comes to customer data.  

‘These reforms will force marketers to rethink the design of their personalisation programs – ensuring they put the customer first. And that’s a good thing,’ says Simone. 

‘It offers a great opportunity for businesses to get strategic. Before, when big data ruled, we operated under a ‘collect every detail we can’ mindset. Now, we must consider what information we really need to add value for the consumer. 

‘The focus for CX teams should be on human-centred, privacy-by-design experiences. Take the time to understand your customers, then consider the data you’ll need to collect to meet their needs. Then you can package it up as a service they can consensually opt into.

It’s also worth remembering that not everything has to be personalised. 

‘You need to understand the overall customer experience and identify key touchpoints – whether it's during product discovery, purchase, or post-purchase – where it will be most helpful to interject personalised content,’ says Simone. 

‘At the end of the day, it’s going to cost time and money. So weigh up the potential return on investment, the complexity of delivering personalised experiences at scale – and whether these efforts will truly drive meaningful engagement and growth.’

Your personalisation playbook 

With the benefits (and challenges) of personalisation outlined, it’s time for the practical stuff. 
Below, we outline 6 personalisation strategies you might use to create more meaningful connections with your audience. 

1.    Streamline their experience

The first step to personalisation is simplifying the customer journey.

By anticipating what your customers want to see and presenting them with the most relevant options first, you make it easier for them to find what they’re looking for. 

For example, you might organise content based on their previous interactions, or streamline menus to surface the products or services they’re most interested in.

2.    Give relevant recommendations

Customers appreciate when brands understand their preferences. 

Use data like purchase history or browsing behaviour to recommend similar products or services. 

Think Amazon’s ‘Customers who bought this also bought’ or Spotify’s personalised playlists.

These features create a seamless experience and keep customers coming back for more. 

3.    Tailor your messaging 

No one likes irrelevant emails or ads. 

Personalised messaging – whether it’s an email, SMS or in-app notification – should speak directly to your customers’ interests, behaviour or unique traits. 

A 16-year-old high school student with a penchant for vampire romances probably doesn’t need to hear about a new range of business and finance books.

4.    Offer targeted promotions

If a customer is wavering on a purchase, a well-timed, targeted promotion can make all the difference. 

By offering discounts or incentives tailored to their browsing history, you show that you’re paying attention and are willing to add value to their shopping experience.

5.    Celebrate their milestones

Acknowledge important moments in your customers' lives such as birthdays, anniversaries or significant purchase milestones. 

Honouring these occasions with personalised offers or a simple message shows your appreciation and strengthens brand loyalty.

6.    Time your touchpoints 

Timing is everything. 

Whether it’s reminding a customer about an abandoned cart or sending alerts about limited-time deals, personalisation is about the context – as well as the content – of the customer’s journey. 

It’s all about right message, right time.

Some final DOs and DON’Ts 

And finally, a few important tips from Simone to keep in mind. 

1.    DO start with a strategic grounding

Before you dive in, make sure you’ve got a clear strategy. One that’s backed up by research and data. 

Ask yourself: Why do you want to personalise this part of the experience? What are the customer and commercial outcomes? 

2.    DO be mindful of the data value exchange

When it comes to collecting data, start by identifying the specific information you need to personalise an experience effectively.

Then, work from there. Consider progressive profiling and make sure you’re collecting data responsibly, mindfully – and purposefully.

3.    DO test and learn with different components

There are many different elements to personalisation – who you’re targeting, the timing, the channel, the message, the offer.

Test and learn with each ingredient, making tweaks until you find a formula that works. 

4.    DON’T overcomplicate things 

It can be easy to get carried away, spending time and money on increasingly complex automations. 

Remember, if you’re driving cost and complexity into your business without return, it’s not worth personalising. Strong and simple is always more effective. 

5.    DO be conscious of the risk involved

Personalisation can deliver high rewards, but it can also be high risk. 

Make sure your personalisation efforts are well-thought-out, transparent and respectful of user data. 

Approach with care, and you’ll reap the rewards. 

Ready to elevate your personalisation strategy? Join Simone on ADMA’s Unlocking Personalisation and Automation course.