Omni Core · Personalization · Module
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.
The idea
How it works
Personalisation accumulates. A recommendation here, a tailored message there, a reordered list — and after two years nobody can list what varies or why.
Each variant is something to build, test and keep current. The maintenance cost is continuous and is rarely set against whatever the personalisation produces.
Working with it
In practice
- 01
List what actually varies
Every element that differs by person. The list is longer than expected and some of it nobody remembers building.
- 02
Name the customer benefit for each
What they get. Where the answer is only that the organisation gets better results, say so.
- 03
Count the variants
How many versions of each thing exist. Every one is a thing that can be wrong for someone.
- 04
Remove what nobody can justify
Personalisation with no measured benefit and a maintenance cost is a candidate for deletion.
One level in
The components of what is personalised
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Every personalised variant is another thing that can be wrong for someone, permanently.
The other modules in personalization
The signals
What the personalisation is based on — stated preferences, observed behaviour, inferred attributes — and how reliable each is.
LearnThe limits
Where the organisation chooses not to personalise, and why — the boundary that keeps relevance from becoming intrusion.
LearnWhether it works
Evidence that the personalisation improves something for the customer as well as for the organisation, tested rather than assumed.
Learn