Insights from on-tech: Beyond one-size-fits-all (how personalisation transforms software products)
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The event titled “Beyond one-size-fits-all: how personalisation transforms software products” explored the evolving role of personalisation and how it’s reshaping customer experiences across industries.
With a line-up of experts from Bulk, Savvy Marketing and SaleCycle on the panel, this edition of on:tech offered a look at personalisation’s impact on consumer engagement, data usage, and the challenges of implementing these changes at scale.
Whilst personalisation is far from a new concept, its significance has grown over the years, driving by the changing expectations of today’s digitally savvy consumers. What started as simple customisations, like adding a name to an email, has evolved into a sophisticated, data-driven approach, where brands strive to understand not only their customers’ preferences, but also their motivations.
As Jonathan Prest, CTO at SaleCycle, noted, “All brands want to try and engage on a personal level with their consumers and with their website users. They want to transfer and translate a website browser into a purchaser, into a repeat purchaser, into an advocate for the brand.”
This shift reflects a change in consumer behaviour as users now expect brands to know them as individuals, valuing personalisation as a value exchange where they willingly share data in return for more relevant, seamless experiences.
From breaking down data silos to integrating Gen AI into personalisation strategies, our on:tech panellists covered it all whilst sharing practical insights into the transformative potential of personalisation.
So, in a world where consumers are seeking more meaningful and relevant brand interactions, what does personalisation really mean? For Catherine Shuttleworth, CEO of Savvy Marketing, personalisation is about deepening relationships. “It’s about improving that relationship to get a better outcome” she explained, whether that means driving sales or building customer loyalty. Aidan Connor, Digital Product and Data Director at Bulk added that personalisation is ultimately a “value exchange” between the user or consumer and the organisation, where individuals offer data in return for a better, more tailored experience.
This idea of exchange highlighted the fact that successful personalisation isn’t simply about collecting information, it’s about creating meaningful, data-driven interactions that benefit both parties.
Jonathan emphasised that personalisation is about understanding individuals beyond transactions, focusing on their motivations and behaviours to deliver a relevant experience. “It’s about how you translate a natural, interpersonal conversation in a digital world. How do you get to know that individual so you can tailor how you communicate with them? How can you encourage them to share more information with you because they understand the value of doing that?” he asked.
One of the standout points of the discussion was how different age groups and demographics approach personalisation. Jonathan noted that while younger consumers who are digital natives tend to share their data more readily, older demographics are not necessarily as reluctant as they’re often assumed to be. Catherine underscored this noting that “55% of baby boomers are very happy to transfer data if it is the right value exchange.” She added that consumers, regardless of age, are increasingly willing to share data, as long as there’s transparency around how it will benefit them.
Personalisation, as Catherine noted, has become an expectation rather than a nice-to-have. The question is less about “if” companies should personalise, but rather “how” they will do so thoughtfully. This expectation is driven by big brands like Amazon and Netflix, which have set the bar high by personalising every interaction. Jonathan added that brands can approach personalisation “in an invasive way and in a more subtle way, which is more observing, but it’s about using that information to personalise the interactions as a user goes through the customer journey”.
As Aidan highlighted, companies now must adapt to a “digitally native” mentality, even among older demographics who have grown accustomed to online banking and custom recommendations.
All of our panellists were in agreement that personalisation relies on good data, and that’s where many organisations face challenges. Aidan pointed out that companies often collect data without fully utilising it or storing it in ways that aren’t actionable. Jonathan elaborated, explaining the importance of building a “single customer view”, integrating transactional, behavioural and demographic data to understand the individual fully.
For Catherine, data silos are one of the biggest obstacles to effective personalisation. When data sits in different systems or departments, it’s nearly impossible to create a cohesive customer experience. The key, she noted, is in centralising data to ensure that organisations can access and use it effectively. Our moderator, Steve Morland, CTO here at Leighton, echoed this, adding that “joining data across the company can create a multiplier effect” enabling marketing and operational teams to deliver a seamless, personalised experience across all touch points.
Would it be a tech event in 2024 if AI didn’t come up? Of course, the conversation naturally turned to how gen AI is pushing personalisation into new territory. Steve highlighted how AI can create “almost unique” experiences for users, drawing on multiple data points to customise everything from product recommendations to images and text. On the contrary, Jonathan explained the use case of using machine learning to group customers into “personas” based on behaviours, allowing brands to deliver relevant experiences without the complexity of individual-level customisation.
As Catherine and Jonathan both pointed out, hyper-personalisation comes at a cost. Not just financially, but also in terms of complexity. For organisations just beginning on their personalisation journey, it’s essential to weigh these costs against the expected return on investment. Catherine suggested that sometimes, simpler tactics, like adding a human element to digital interactions can have just as strong an impact as AI driven initiatives.
Jonathan echoed this, stressing that the real power of AI in hyper-personalisation could actually come from using it for an omnichannel approach. For example, using abandoned cart data to both guide automated interactions and inform customer service teams. Teams can then follow-up with a personalised phone call, blending digital insights with human outreach to create a multichannel experience.
This is a theme that has come out in every on:tech event we’ve had so far – starting with a clear problem in mind instead of diving straight into solutions or technology. Aidan cautioned that many organisations rush to implement new technologies without fully understanding the underlying challenges they aim to solve. This approach, he noted, can lead to costly mistakes and “false change.”
Personalisation, the panellists emphasised, should be rooted in a deep understanding of customer needs, behaviours and expectations. It shouldn’t be about “just doing personalisation” because everyone is doing it. Jonathan highlighted the need to prioritise, identifying customer pain points first and using data and insights to frame the problem, before layering in any digital tools or personalisation strategies. This problem-driven approach ensures that each interaction adds genuine value, avoiding the trap of “personalisation for personalisation’s sake.”
Catherine reinforced this perspective, emphasising that businesses need to build personalisation efforts that enhance the user journey rather than complicate it. She noted that sometimes the most effective forms of personalisation aren’t technology-driven at all, but stem from simple human touches that make customers feel understood.
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As the conversation wrapped up, Steve asked each panellist to share their top tip for organisations just beginning their personalisation journey. Jonathan’s advice: “Start small, test and measure.” He emphasised the importance of building on small wins rather than overwhelming teams with overly ambitious projects.
Catherine encouraged organisations to look within: “Think about what you’re already doing and make it relevant to the context of your organisation.” She urged leaders to involve different departments, reminding them that personalisation is more than just a marketing function.
Aidan’s tip was to begin with tried-and-tested tactics that offer the biggest return for minimal effort, like abandoned cart emails. He suggested that listening to customer pain points is a straightforward way to identify opportunities for meaningful personalisation.
Personalisation has become an expected part of the consumer experience - a value exchange where individuals trade data for more relevant, enjoyable interactions. As our panellists noted, successful personalisation relies on more than just technology. It requires a commitment to understanding the customer, breaking down data silos, and focusing on genuine, problem-driven applications.
.jpg)
The event titled “Beyond one-size-fits-all: how personalisation transforms software products” explored the evolving role of personalisation and how it’s reshaping customer experiences across industries.
With a line-up of experts from Bulk, Savvy Marketing and SaleCycle on the panel, this edition of on:tech offered a look at personalisation’s impact on consumer engagement, data usage, and the challenges of implementing these changes at scale.
Whilst personalisation is far from a new concept, its significance has grown over the years, driving by the changing expectations of today’s digitally savvy consumers. What started as simple customisations, like adding a name to an email, has evolved into a sophisticated, data-driven approach, where brands strive to understand not only their customers’ preferences, but also their motivations.
As Jonathan Prest, CTO at SaleCycle, noted, “All brands want to try and engage on a personal level with their consumers and with their website users. They want to transfer and translate a website browser into a purchaser, into a repeat purchaser, into an advocate for the brand.”
This shift reflects a change in consumer behaviour as users now expect brands to know them as individuals, valuing personalisation as a value exchange where they willingly share data in return for more relevant, seamless experiences.
From breaking down data silos to integrating Gen AI into personalisation strategies, our on:tech panellists covered it all whilst sharing practical insights into the transformative potential of personalisation.
So, in a world where consumers are seeking more meaningful and relevant brand interactions, what does personalisation really mean? For Catherine Shuttleworth, CEO of Savvy Marketing, personalisation is about deepening relationships. “It’s about improving that relationship to get a better outcome” she explained, whether that means driving sales or building customer loyalty. Aidan Connor, Digital Product and Data Director at Bulk added that personalisation is ultimately a “value exchange” between the user or consumer and the organisation, where individuals offer data in return for a better, more tailored experience.
This idea of exchange highlighted the fact that successful personalisation isn’t simply about collecting information, it’s about creating meaningful, data-driven interactions that benefit both parties.
Jonathan emphasised that personalisation is about understanding individuals beyond transactions, focusing on their motivations and behaviours to deliver a relevant experience. “It’s about how you translate a natural, interpersonal conversation in a digital world. How do you get to know that individual so you can tailor how you communicate with them? How can you encourage them to share more information with you because they understand the value of doing that?” he asked.
One of the standout points of the discussion was how different age groups and demographics approach personalisation. Jonathan noted that while younger consumers who are digital natives tend to share their data more readily, older demographics are not necessarily as reluctant as they’re often assumed to be. Catherine underscored this noting that “55% of baby boomers are very happy to transfer data if it is the right value exchange.” She added that consumers, regardless of age, are increasingly willing to share data, as long as there’s transparency around how it will benefit them.
Personalisation, as Catherine noted, has become an expectation rather than a nice-to-have. The question is less about “if” companies should personalise, but rather “how” they will do so thoughtfully. This expectation is driven by big brands like Amazon and Netflix, which have set the bar high by personalising every interaction. Jonathan added that brands can approach personalisation “in an invasive way and in a more subtle way, which is more observing, but it’s about using that information to personalise the interactions as a user goes through the customer journey”.
As Aidan highlighted, companies now must adapt to a “digitally native” mentality, even among older demographics who have grown accustomed to online banking and custom recommendations.
All of our panellists were in agreement that personalisation relies on good data, and that’s where many organisations face challenges. Aidan pointed out that companies often collect data without fully utilising it or storing it in ways that aren’t actionable. Jonathan elaborated, explaining the importance of building a “single customer view”, integrating transactional, behavioural and demographic data to understand the individual fully.
For Catherine, data silos are one of the biggest obstacles to effective personalisation. When data sits in different systems or departments, it’s nearly impossible to create a cohesive customer experience. The key, she noted, is in centralising data to ensure that organisations can access and use it effectively. Our moderator, Steve Morland, CTO here at Leighton, echoed this, adding that “joining data across the company can create a multiplier effect” enabling marketing and operational teams to deliver a seamless, personalised experience across all touch points.
Would it be a tech event in 2024 if AI didn’t come up? Of course, the conversation naturally turned to how gen AI is pushing personalisation into new territory. Steve highlighted how AI can create “almost unique” experiences for users, drawing on multiple data points to customise everything from product recommendations to images and text. On the contrary, Jonathan explained the use case of using machine learning to group customers into “personas” based on behaviours, allowing brands to deliver relevant experiences without the complexity of individual-level customisation.
As Catherine and Jonathan both pointed out, hyper-personalisation comes at a cost. Not just financially, but also in terms of complexity. For organisations just beginning on their personalisation journey, it’s essential to weigh these costs against the expected return on investment. Catherine suggested that sometimes, simpler tactics, like adding a human element to digital interactions can have just as strong an impact as AI driven initiatives.
Jonathan echoed this, stressing that the real power of AI in hyper-personalisation could actually come from using it for an omnichannel approach. For example, using abandoned cart data to both guide automated interactions and inform customer service teams. Teams can then follow-up with a personalised phone call, blending digital insights with human outreach to create a multichannel experience.
This is a theme that has come out in every on:tech event we’ve had so far – starting with a clear problem in mind instead of diving straight into solutions or technology. Aidan cautioned that many organisations rush to implement new technologies without fully understanding the underlying challenges they aim to solve. This approach, he noted, can lead to costly mistakes and “false change.”
Personalisation, the panellists emphasised, should be rooted in a deep understanding of customer needs, behaviours and expectations. It shouldn’t be about “just doing personalisation” because everyone is doing it. Jonathan highlighted the need to prioritise, identifying customer pain points first and using data and insights to frame the problem, before layering in any digital tools or personalisation strategies. This problem-driven approach ensures that each interaction adds genuine value, avoiding the trap of “personalisation for personalisation’s sake.”
Catherine reinforced this perspective, emphasising that businesses need to build personalisation efforts that enhance the user journey rather than complicate it. She noted that sometimes the most effective forms of personalisation aren’t technology-driven at all, but stem from simple human touches that make customers feel understood.
As the conversation wrapped up, Steve asked each panellist to share their top tip for organisations just beginning their personalisation journey. Jonathan’s advice: “Start small, test and measure.” He emphasised the importance of building on small wins rather than overwhelming teams with overly ambitious projects.
Catherine encouraged organisations to look within: “Think about what you’re already doing and make it relevant to the context of your organisation.” She urged leaders to involve different departments, reminding them that personalisation is more than just a marketing function.
Aidan’s tip was to begin with tried-and-tested tactics that offer the biggest return for minimal effort, like abandoned cart emails. He suggested that listening to customer pain points is a straightforward way to identify opportunities for meaningful personalisation.
Personalisation has become an expected part of the consumer experience - a value exchange where individuals trade data for more relevant, enjoyable interactions. As our panellists noted, successful personalisation relies on more than just technology. It requires a commitment to understanding the customer, breaking down data silos, and focusing on genuine, problem-driven applications.
The event titled “Beyond one-size-fits-all: how personalisation transforms software products” explored the evolving role of personalisation and how it’s reshaping customer experiences across industries.
With a line-up of experts from Bulk, Savvy Marketing and SaleCycle on the panel, this edition of on:tech offered a look at personalisation’s impact on consumer engagement, data usage, and the challenges of implementing these changes at scale.
Whilst personalisation is far from a new concept, its significance has grown over the years, driving by the changing expectations of today’s digitally savvy consumers. What started as simple customisations, like adding a name to an email, has evolved into a sophisticated, data-driven approach, where brands strive to understand not only their customers’ preferences, but also their motivations.
As Jonathan Prest, CTO at SaleCycle, noted, “All brands want to try and engage on a personal level with their consumers and with their website users. They want to transfer and translate a website browser into a purchaser, into a repeat purchaser, into an advocate for the brand.”
This shift reflects a change in consumer behaviour as users now expect brands to know them as individuals, valuing personalisation as a value exchange where they willingly share data in return for more relevant, seamless experiences.
From breaking down data silos to integrating Gen AI into personalisation strategies, our on:tech panellists covered it all whilst sharing practical insights into the transformative potential of personalisation.
So, in a world where consumers are seeking more meaningful and relevant brand interactions, what does personalisation really mean? For Catherine Shuttleworth, CEO of Savvy Marketing, personalisation is about deepening relationships. “It’s about improving that relationship to get a better outcome” she explained, whether that means driving sales or building customer loyalty. Aidan Connor, Digital Product and Data Director at Bulk added that personalisation is ultimately a “value exchange” between the user or consumer and the organisation, where individuals offer data in return for a better, more tailored experience.
This idea of exchange highlighted the fact that successful personalisation isn’t simply about collecting information, it’s about creating meaningful, data-driven interactions that benefit both parties.
Jonathan emphasised that personalisation is about understanding individuals beyond transactions, focusing on their motivations and behaviours to deliver a relevant experience. “It’s about how you translate a natural, interpersonal conversation in a digital world. How do you get to know that individual so you can tailor how you communicate with them? How can you encourage them to share more information with you because they understand the value of doing that?” he asked.
One of the standout points of the discussion was how different age groups and demographics approach personalisation. Jonathan noted that while younger consumers who are digital natives tend to share their data more readily, older demographics are not necessarily as reluctant as they’re often assumed to be. Catherine underscored this noting that “55% of baby boomers are very happy to transfer data if it is the right value exchange.” She added that consumers, regardless of age, are increasingly willing to share data, as long as there’s transparency around how it will benefit them.
Personalisation, as Catherine noted, has become an expectation rather than a nice-to-have. The question is less about “if” companies should personalise, but rather “how” they will do so thoughtfully. This expectation is driven by big brands like Amazon and Netflix, which have set the bar high by personalising every interaction. Jonathan added that brands can approach personalisation “in an invasive way and in a more subtle way, which is more observing, but it’s about using that information to personalise the interactions as a user goes through the customer journey”.
As Aidan highlighted, companies now must adapt to a “digitally native” mentality, even among older demographics who have grown accustomed to online banking and custom recommendations.
All of our panellists were in agreement that personalisation relies on good data, and that’s where many organisations face challenges. Aidan pointed out that companies often collect data without fully utilising it or storing it in ways that aren’t actionable. Jonathan elaborated, explaining the importance of building a “single customer view”, integrating transactional, behavioural and demographic data to understand the individual fully.
For Catherine, data silos are one of the biggest obstacles to effective personalisation. When data sits in different systems or departments, it’s nearly impossible to create a cohesive customer experience. The key, she noted, is in centralising data to ensure that organisations can access and use it effectively. Our moderator, Steve Morland, CTO here at Leighton, echoed this, adding that “joining data across the company can create a multiplier effect” enabling marketing and operational teams to deliver a seamless, personalised experience across all touch points.
Would it be a tech event in 2024 if AI didn’t come up? Of course, the conversation naturally turned to how gen AI is pushing personalisation into new territory. Steve highlighted how AI can create “almost unique” experiences for users, drawing on multiple data points to customise everything from product recommendations to images and text. On the contrary, Jonathan explained the use case of using machine learning to group customers into “personas” based on behaviours, allowing brands to deliver relevant experiences without the complexity of individual-level customisation.
As Catherine and Jonathan both pointed out, hyper-personalisation comes at a cost. Not just financially, but also in terms of complexity. For organisations just beginning on their personalisation journey, it’s essential to weigh these costs against the expected return on investment. Catherine suggested that sometimes, simpler tactics, like adding a human element to digital interactions can have just as strong an impact as AI driven initiatives.
Jonathan echoed this, stressing that the real power of AI in hyper-personalisation could actually come from using it for an omnichannel approach. For example, using abandoned cart data to both guide automated interactions and inform customer service teams. Teams can then follow-up with a personalised phone call, blending digital insights with human outreach to create a multichannel experience.
This is a theme that has come out in every on:tech event we’ve had so far – starting with a clear problem in mind instead of diving straight into solutions or technology. Aidan cautioned that many organisations rush to implement new technologies without fully understanding the underlying challenges they aim to solve. This approach, he noted, can lead to costly mistakes and “false change.”
Personalisation, the panellists emphasised, should be rooted in a deep understanding of customer needs, behaviours and expectations. It shouldn’t be about “just doing personalisation” because everyone is doing it. Jonathan highlighted the need to prioritise, identifying customer pain points first and using data and insights to frame the problem, before layering in any digital tools or personalisation strategies. This problem-driven approach ensures that each interaction adds genuine value, avoiding the trap of “personalisation for personalisation’s sake.”
Catherine reinforced this perspective, emphasising that businesses need to build personalisation efforts that enhance the user journey rather than complicate it. She noted that sometimes the most effective forms of personalisation aren’t technology-driven at all, but stem from simple human touches that make customers feel understood.
As the conversation wrapped up, Steve asked each panellist to share their top tip for organisations just beginning their personalisation journey. Jonathan’s advice: “Start small, test and measure.” He emphasised the importance of building on small wins rather than overwhelming teams with overly ambitious projects.
Catherine encouraged organisations to look within: “Think about what you’re already doing and make it relevant to the context of your organisation.” She urged leaders to involve different departments, reminding them that personalisation is more than just a marketing function.
Aidan’s tip was to begin with tried-and-tested tactics that offer the biggest return for minimal effort, like abandoned cart emails. He suggested that listening to customer pain points is a straightforward way to identify opportunities for meaningful personalisation.
Personalisation has become an expected part of the consumer experience - a value exchange where individuals trade data for more relevant, enjoyable interactions. As our panellists noted, successful personalisation relies on more than just technology. It requires a commitment to understanding the customer, breaking down data silos, and focusing on genuine, problem-driven applications.
The event titled “Beyond one-size-fits-all: how personalisation transforms software products” explored the evolving role of personalisation and how it’s reshaping customer experiences across industries.
With a line-up of experts from Bulk, Savvy Marketing and SaleCycle on the panel, this edition of on:tech offered a look at personalisation’s impact on consumer engagement, data usage, and the challenges of implementing these changes at scale.
Whilst personalisation is far from a new concept, its significance has grown over the years, driving by the changing expectations of today’s digitally savvy consumers. What started as simple customisations, like adding a name to an email, has evolved into a sophisticated, data-driven approach, where brands strive to understand not only their customers’ preferences, but also their motivations.
As Jonathan Prest, CTO at SaleCycle, noted, “All brands want to try and engage on a personal level with their consumers and with their website users. They want to transfer and translate a website browser into a purchaser, into a repeat purchaser, into an advocate for the brand.”
This shift reflects a change in consumer behaviour as users now expect brands to know them as individuals, valuing personalisation as a value exchange where they willingly share data in return for more relevant, seamless experiences.
From breaking down data silos to integrating Gen AI into personalisation strategies, our on:tech panellists covered it all whilst sharing practical insights into the transformative potential of personalisation.
So, in a world where consumers are seeking more meaningful and relevant brand interactions, what does personalisation really mean? For Catherine Shuttleworth, CEO of Savvy Marketing, personalisation is about deepening relationships. “It’s about improving that relationship to get a better outcome” she explained, whether that means driving sales or building customer loyalty. Aidan Connor, Digital Product and Data Director at Bulk added that personalisation is ultimately a “value exchange” between the user or consumer and the organisation, where individuals offer data in return for a better, more tailored experience.
This idea of exchange highlighted the fact that successful personalisation isn’t simply about collecting information, it’s about creating meaningful, data-driven interactions that benefit both parties.
Jonathan emphasised that personalisation is about understanding individuals beyond transactions, focusing on their motivations and behaviours to deliver a relevant experience. “It’s about how you translate a natural, interpersonal conversation in a digital world. How do you get to know that individual so you can tailor how you communicate with them? How can you encourage them to share more information with you because they understand the value of doing that?” he asked.
One of the standout points of the discussion was how different age groups and demographics approach personalisation. Jonathan noted that while younger consumers who are digital natives tend to share their data more readily, older demographics are not necessarily as reluctant as they’re often assumed to be. Catherine underscored this noting that “55% of baby boomers are very happy to transfer data if it is the right value exchange.” She added that consumers, regardless of age, are increasingly willing to share data, as long as there’s transparency around how it will benefit them.
Personalisation, as Catherine noted, has become an expectation rather than a nice-to-have. The question is less about “if” companies should personalise, but rather “how” they will do so thoughtfully. This expectation is driven by big brands like Amazon and Netflix, which have set the bar high by personalising every interaction. Jonathan added that brands can approach personalisation “in an invasive way and in a more subtle way, which is more observing, but it’s about using that information to personalise the interactions as a user goes through the customer journey”.
As Aidan highlighted, companies now must adapt to a “digitally native” mentality, even among older demographics who have grown accustomed to online banking and custom recommendations.
All of our panellists were in agreement that personalisation relies on good data, and that’s where many organisations face challenges. Aidan pointed out that companies often collect data without fully utilising it or storing it in ways that aren’t actionable. Jonathan elaborated, explaining the importance of building a “single customer view”, integrating transactional, behavioural and demographic data to understand the individual fully.
For Catherine, data silos are one of the biggest obstacles to effective personalisation. When data sits in different systems or departments, it’s nearly impossible to create a cohesive customer experience. The key, she noted, is in centralising data to ensure that organisations can access and use it effectively. Our moderator, Steve Morland, CTO here at Leighton, echoed this, adding that “joining data across the company can create a multiplier effect” enabling marketing and operational teams to deliver a seamless, personalised experience across all touch points.
Would it be a tech event in 2024 if AI didn’t come up? Of course, the conversation naturally turned to how gen AI is pushing personalisation into new territory. Steve highlighted how AI can create “almost unique” experiences for users, drawing on multiple data points to customise everything from product recommendations to images and text. On the contrary, Jonathan explained the use case of using machine learning to group customers into “personas” based on behaviours, allowing brands to deliver relevant experiences without the complexity of individual-level customisation.
As Catherine and Jonathan both pointed out, hyper-personalisation comes at a cost. Not just financially, but also in terms of complexity. For organisations just beginning on their personalisation journey, it’s essential to weigh these costs against the expected return on investment. Catherine suggested that sometimes, simpler tactics, like adding a human element to digital interactions can have just as strong an impact as AI driven initiatives.
Jonathan echoed this, stressing that the real power of AI in hyper-personalisation could actually come from using it for an omnichannel approach. For example, using abandoned cart data to both guide automated interactions and inform customer service teams. Teams can then follow-up with a personalised phone call, blending digital insights with human outreach to create a multichannel experience.
This is a theme that has come out in every on:tech event we’ve had so far – starting with a clear problem in mind instead of diving straight into solutions or technology. Aidan cautioned that many organisations rush to implement new technologies without fully understanding the underlying challenges they aim to solve. This approach, he noted, can lead to costly mistakes and “false change.”
Personalisation, the panellists emphasised, should be rooted in a deep understanding of customer needs, behaviours and expectations. It shouldn’t be about “just doing personalisation” because everyone is doing it. Jonathan highlighted the need to prioritise, identifying customer pain points first and using data and insights to frame the problem, before layering in any digital tools or personalisation strategies. This problem-driven approach ensures that each interaction adds genuine value, avoiding the trap of “personalisation for personalisation’s sake.”
Catherine reinforced this perspective, emphasising that businesses need to build personalisation efforts that enhance the user journey rather than complicate it. She noted that sometimes the most effective forms of personalisation aren’t technology-driven at all, but stem from simple human touches that make customers feel understood.
As the conversation wrapped up, Steve asked each panellist to share their top tip for organisations just beginning their personalisation journey. Jonathan’s advice: “Start small, test and measure.” He emphasised the importance of building on small wins rather than overwhelming teams with overly ambitious projects.
Catherine encouraged organisations to look within: “Think about what you’re already doing and make it relevant to the context of your organisation.” She urged leaders to involve different departments, reminding them that personalisation is more than just a marketing function.
Aidan’s tip was to begin with tried-and-tested tactics that offer the biggest return for minimal effort, like abandoned cart emails. He suggested that listening to customer pain points is a straightforward way to identify opportunities for meaningful personalisation.
Personalisation has become an expected part of the consumer experience - a value exchange where individuals trade data for more relevant, enjoyable interactions. As our panellists noted, successful personalisation relies on more than just technology. It requires a commitment to understanding the customer, breaking down data silos, and focusing on genuine, problem-driven applications.
