Outstanding experiences don't happen by accident; they're designed.
Thinking for CX leaders who want to drive customer-led change
Organisations don't always have a systematic process to create ongoing experiences that customers truly value. This collection of articles answers real business challenges that leaders face and provides solutions on how to create meaningful experiences where everyone wins.
Why Digital Personalisation Fails: 3 Steps to Create Genuine Customer Experiences in 2025
The brutal truth about digital personalisation:
Most companies are creating "robotic nicety" instead of genuine customer experiences.
Real story: After my father passed away, we contacted his mobile provider to cancel service. Their automated system:
❌ Offered to upsell during the grief conversation
❌ Sent "hope you have a nice day" after we mentioned death
❌ Emailed "sorry to see you go!" confirmation
The disconnect was painful and insulting.
Digital personalisation fails when technology prioritizes efficiency over empathy.
Real personalisation means understanding customer context and emotional states—not just using their name in emails.
3 steps to move beyond robotic responses: