If companies had to cater to only one customer—or if every customer’s preferences were the same—these companies could focus on developing a single, static product that would perfectly align with customer expectations.

But that’s not the case.

Every customer is different, and ideals are always changing.

In the age of the customer, what a company does to optimize UX should be determined by the unspoken preferences of each customer or customer segment.

Companies need to focus on personalization.

With a wealth of data attached to a user’s digital footprint, personalization is not theoretical, but attainable.

Every digital event can be captured, and with the proper analytical skill, these events can be used to generate a contextualized experience for users within your organization’s digital assets.

Personalization can be dynamic, with a fluidity that replicates in-person familiarity–without being too creepy.

According to Krista Seiden, Analytics Advocate at Google, personalization is king. She says:

“Companies who want to take their client-facing digital assets to the next level need to increase their focus on personalization. Users are not all the same, so why serve them the same web experience? Personalizing the online experience will help users feel that the experience was built for them, as it should be.”

Doing personalization right will give your organization an edge on your competitors. Doing it wrong—or not doing it at all—will erode trust and diminish user loyalty.

Don’t be left behind. Personalize.

To learn some best practices for testing, adapting and personalizing the user experience, watch Krista Seiden’s on-demand presentation from the 2016 Analytics Summit, a free online summit hosted by ObservePoint.

About the Author

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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