Omni Core · Personalization · Module
Whether it works
Evidence that the personalisation improves something for the customer as well as for the organisation, tested rather than assumed.
The idea
How it works
Personalisation is assumed to work because the logic is obvious. Tested against a non-personalised control, a substantial proportion of it produces no measurable difference.
The test also has to include a customer-side measure. Personalisation that raises conversion and lowers satisfaction is a trade rather than an improvement, and it should be made knowingly.
Working with it
In practice
- 01
Hold back a non-personalised control
Permanently, not just at launch. It is the only way to know what the personalisation is contributing.
- 02
Measure the customer side too
Satisfaction, effort or repeat behaviour. Conversion alone cannot distinguish helpful from manipulative.
- 03
Retest as the model ages
Personalisation degrades as behaviour changes, and degradation is silent.
- 04
Remove what does not earn its maintenance
Untested and unmeasured personalisation is a permanent cost with no established benefit.
One level in
The components of whether it works
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Personalisation that raises conversion and lowers satisfaction is a trade. Make it knowingly or not at all.
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.
LearnThe limits
Where the organisation chooses not to personalise, and why — the boundary that keeps relevance from becoming intrusion.
Learn