Personalization · What is personalised · Component
The benefit
What the customer gains from each variation — and where the honest answer is only that the organisation gains, saying so.
The deliverable
What it is
Personalisation that reduces the customer’s effort is a benefit to them. Personalisation that increases the chance they buy something is a benefit to the organisation, and the two are frequently conflated.
Both are legitimate. Recording which is which is what allows the limits to be set sensibly.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The maintenance
What keeping the variant current costs.
3 attributes: Maintenance per period · Annual cost · Justified
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Personalisation reducing customer effort benefits them. Personalisation raising conversion benefits you. Say which.
The other components in what is personalised
The inventory
Everything that varies by person — a list that is longer than expected and includes things nobody remembers building.
LearnThe maintenance
What keeping each variant current costs — a continuous cost that is rarely set against what the personalisation produces.
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