The need for
businesses to capture the attention of their customers is becoming increasingly
important, especially in the age of information technology.
New
techniques have been developed to address this need that focuses on enhancing
the customer's experience rather than on customization.
In spite of
this, do they mean the same thing? Do they have two distinct meanings that
require different treatment? No, they actually mean two completely different
ideas.
The fact
that customization and personalization are so popular today in the world of
modern development is unsurprising - they were once considered buzzwords.
Personalized
and customized experiences share the same goal of providing users with a
tailored experience based on their preferences, but their approaches to
reaching that goal are completely different.
Taking a
closer look at how these two terms differ in meaning and how they should be
used correctly is explained below.
So keep
reading to find out what are exactly the differences between customization vs.
personalization.
Customization
vs. Personalization
Data
customization and personalization differ depending on who enters the
information or makes changes to it.
The concept
of personalization refers to creating or modifying a product based on customer
data to meet the requirements of the individual customer.
The term
customization refers to the process of making changes to an item in order to
meet the requirements of the customer.
The concept
of implicit personalization is when it occurs without explicitly asking users
to express their preferences; in other words, it occurs when the company, or
more likely its database and algorithms, control and modify the user's
experience without explicitly asking them.
In order to
obtain explicit control over the experience, the user customizes it by actively
tailoring it in accordance with his interests and preferences.
Below we
have explained each of these expressions in more detail.
Customization
It is
possible for a user to customize an app or service by configuring the layout
content or functionality to meet their specific needs or by modifying the
application from their own point of view.
In terms of
the user experience, customizing allows users to control how they interact with
one another, which enhances the user experience since the user is in control of
how they interact with one another.
Generally, customization
is most effective when it draws on natural intelligence rather than artificial
intelligence, as users know what they need and what they intend to accomplish
most effectively. Below we have mentioned two examples of customization:
- Interface
customization: It is possible for users to customize how information is
displayed and organized by selecting the information that is most relevant to
their needs and setting preferences for how it is displayed.
- Facebook also
allows you to customize your interface in the same way you can customize the
content you like best. Furthermore, you can set up notifications based on
people's posts or pages, thereby allowing you to customize your appearance on
the site.
Personalization
By personalizing the content experience, mobile applications can ensure
that the content they provide to users matches their expectations and needs.
Using Amazon purchasing history, for example, Amazon offers personalized
customer service and offers special promotions based on the customer's purchase
history.
Personalized products and services not only increase the loyalty of your
customers but also provide value to them.
The importance of personalization has increased in the process of creating
integrated digital systems, primarily because it is capable of developing a
relationship with the user.
Profiling and customizing content allow users to customize their interface
to meet their specific needs and interests without the need to make any effort.
Examples of personalization include:
- Push Notifications: The delivery
of relevant content via push notification is an important component of a
personalized experience. Netflix presents viewers with personalized
recommendations based on viewing data, for example. For a truly personalized
experience, you should present users with content that is relevant to their
needs. Netflix, for example, provides viewers with personalized suggestions
based on the type of content that they watch.
- Location-Based Personalization: There
are several apps that utilize the location of a user in order to enhance the
user experience, such as Foursquare.
- Personalized features: Runners
are an active group and Spotify offers a range of features to assist them.
Spotify detects the rhythm of the runner and suggests a playlist of songs
designed to enhance their experience.
Personalization
vs customization in action
As a result
of the advent of digital technology, personalization has progressed greatly.
However,
businesses are still facing challenges in disclosing the data they use, but 83
percent of consumers are willing to divulge personal information for the
purpose of improving their experiences.
During the
past few decades, it has become significantly easier to customize products by
utilizing manufacturing techniques and agile technologies. Below we have
explained how businesses implement personalization:
- Marketing
emails: If you replace the generic "Hello Valued Customer" with
"Hi Kevin", you will greatly improve your chances of establishing and
maintaining a relationship with your customers.
- Recommendations:
The system suggests products or services based on the interests and preferences
a user has set up or based on historical information based on what they have
posted as their interests or preferences.
- Customer
service: The provision of personalized service shows your customers that you
understand their concerns and are available to help them in a manner that is
tailored to their particular needs.
Here is how
businesses implement customization:
- Software: It is
common for SaaS companies to provide their customers with the option of
selecting their own plans or modifying existing ones according to their needs,
which is what determines the cost of using the application for the customer.
- Products: As a
result of this option, customers are able to customize the design, color
layout, and shape of a product, thereby creating something truly unique to them.
- Advertising: Facebook
and Google offer users the option of choosing whether to receive certain types
of advertising on their accounts.
The Shift from
Customization to Personalization
Consumers
have become accustomed to some level of customization when interacting with
computers over the years. However, today the situation has changed and we are
moving towards individualized interactions with computers.
The main
reason for this change is that customization involves a higher level of user
interaction. It is difficult for users to customize their experiences when they
are offered this option. Most users prefer not to customize their settings.
It has
become increasingly difficult to customize the experience on mobile devices due
to the size of these devices.
It can be
challenging to create custom interfaces for each user when you are dealing with
a smartphone screen that is small.
Personalization
in PPC ads
For example,
a personalized campaign in PPC marketing might consist of a message tailored to
the search queries or online browsing habits of the user.
Post-click
landing pages that reflect a user's query or browsing behavior can improve the personalization
of PPC advertising.
In this
example, Optimove's remarketing campaign ad and post-click landing page
demonstrate message matching.
It becomes possible
to personalize PPC marketing by geo-targeting the advertisement's content, as
well as the post-click landing page, to specific regions of the world.
When you use
URL parameters in your post-click landing pages, you are able to customize the
post-click landing page according to the content of your ads or the post-click
landing page for your post-click landing page.
Personalization in email
In the past,
personalized emails were created by using the prospect's first name in the
subject line and the content of the email.
Because
first-name tokens were so prevalent, many brands considered them a form of
personalization. Today, however, brands can make automated emails more
personalized through the addition of specific data points associated with each
customer's account. Look at Grammarly, for example.
Personalization
in marketing automation
Automation
of marketing involves personalizing customer journeys according to the
appropriate audience and the appropriate time.
Ads that are
personalized based on a user's behavioral characteristics will be shown to
users in a manner they are more likely to prefer, as the messages are more
aligned with their preferences.
Personalization
and customization are related concepts, but they are different in nature, and
both contribute to a positive user experience.
User experience
personalization vs customization
Additionally,
customization enhances the user experience by allowing users to outline what
they wish, which in turn enables marketers to show them targeted marketing
campaigns tailored to their particular needs.
Marketers
can utilize the information they have collected about their target audiences to
improve the user experience during the creation of marketing campaigns with
personalization.
Knowing what
an audience segment's preferences are and what their needs are will enable you
to deliver messages that are relevant and appropriate to their needs.
Which is the right choice,
personalization or customization?
The modern
customer does not want to be treated as a dollar bill, so if you're in the
business of selling anything, providing personalized products or services is an
excellent way to engage your customers and make them feel appreciated.
In addition
to increasing revenues and customer loyalty, you can also improve customer
satisfaction by showing them that you care.
If you are
looking for an expert developer team to take care of your online presence by
building a strong app with good personalization, we recommend you consider our
team.
There are
many professional experts in our team who provide you with services such as
web, desktop, android, and iOS app development.
So if you
want your business to stand out among competitors, do not hesitate to contact
us.