Omni Core · Personalization · Module
The limits
Where the organisation chooses not to personalise, and why — the boundary that keeps relevance from becoming intrusion.
The idea
How it works
The line is crossed when the personalisation reveals knowledge the customer had not realised was held. The mechanism was acceptable; the demonstration of it was not.
Sensitive inferences — health, finances, personal circumstances — cross it immediately, and they are inferable from very ordinary behavioural data.
Working with it
In practice
- 01
Rule out sensitive inference explicitly
Health, financial distress and personal circumstances. Technically possible and not worth the consequence.
- 02
Ask whether the customer knows you know
Personalisation based on something they told you is fine. Based on something they did not realise you observed, it is not.
- 03
Be visible about the basis
“Because you looked at this” is reassuring. Unexplained relevance is unsettling.
- 04
Write the limits down
Otherwise each new capability is applied because it is available, one reasonable step at a time.
One level in
The components of the limits
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Personalisation based on something they told you is fine. Based on something they did not realise you saw, it is not.
The other modules in personalization
What is personalised
Which parts of the experience change by person, and what the customer gains from each — the inventory that makes the maintenance cost visible.
LearnThe signals
What the personalisation is based on — stated preferences, observed behaviour, inferred attributes — and how reliable each is.
LearnWhether it works
Evidence that the personalisation improves something for the customer as well as for the organisation, tested rather than assumed.
Learn