Achievement Awards Group specializes in employee recognition strategies to boost morale and enhance workplace productivity through rewards and consulting services.

Employee recognition strategies and consulting services designed to boost morale and enhance workplace productivity, with a focus on leveraging technology and data-driven insights.

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In this episode, we’re diving into an essential topic that seems to be the talk of the business world but still feels out of reach for many companies: personalisation. And not just personalisation—we’re talking about hyper-personalisation. Why is it so powerful, and what’s holding businesses back from doing it better?

That’s a great question, Jonathan. Personalisation has the potential to revolutionize customer engagement and loyalty, but surprisingly, very few companies are nailing it. So we’ll break down what personalisation really is, why it’s so challenging to implement, and how businesses can start taking meaningful steps toward it. Let’s get started by defining personalisation.

Absolutely, Claire. At its simplest, personalisation is about tailoring an experience to the individual. It’s moving away from the generic “one-size-fits-all” approach. Think about it this way: a generalised offer might be “Buy two, get one free,” while a personalised offer would say, “It’s your birthday month! Enjoy 20% off all cakes and candles.”

And hyper-personalisation takes that to another level. It uses not only historical data but also real-time insights and additional dimensions, like geolocation. Imagine this: you receive an offer for a free chocolate bar on your birthday. When you walk into the store, the supermarket detects your location and sends you a message: “Great to see you! Enjoy an extra chocolate bar, on us. Happy birthday!” It’s personalisation that’s immediate and impactful.

It’s fascinating, isn’t it? But here’s the catch: there’s a fine line between being helpful and being intrusive. This kind of hyper-personalisation works only if customers opt in and give clear permissions. When done right, it strengthens loyalty. But when done poorly, it can feel downright creepy.

Exactly. So why is it that, despite its potential, so many businesses are struggling to deliver even basic personalisation? 

There are several hurdles, and they’re worth exploring. First, personalisation is still relatively new. Businesses are navigating unfamiliar territory when it comes to using data effectively, and adding tools like AI only makes things more complex. It’s a steep learning curve.

Another challenge is data itself. Some companies don’t have enough data to create meaningful personalisation. Others have so much data that they don’t know where to start. As Achievement Awards Group's Data Science Strategy Director, Tatenda Gweshe, puts it: “Good data scientists are more like journalists than novelists. The key is to find the story within the data and make it relevant.”

That’s a great analogy. But it’s not just about data. You need the right team in place. Analysts, strategists, marketers, developers—it takes a multidisciplinary effort to turn data into actionable insights.

And let’s not forget the time and resources required. Building quality data and systems for personalisation doesn’t happen overnight. Many businesses are juggling multiple priorities, and personalisation might not make the top of the list. There’s also fear—fear of venturing into the unknown and experimenting with something as complex as data.

That’s so true. But here’s the thing: personalisation doesn’t have to be overwhelming. Businesses don’t need to leap straight into hyper-personalisation. They can start small. Even simple uses of data can create more engaging experiences.

Right. For example, a company could start with basic segmentation. Instead of sending the same email to all customers, they could tailor offers based on past purchases. It’s not hyper-personalisation, but it’s a step in the right direction.

And as businesses learn, they can build on those efforts. Personalisation is a journey, not a destination. Each step helps refine the process and makes the experience more meaningful for customers.

Let’s take a moment to talk about levels of personalisation. Think of it as a spectrum. At one end, you have basic segmentation—grouping customers by broad categories like age or interests. At the other end, you have hyper-personalisation, which tailors experiences to individuals in real-time.

And the more data you have, the more personalized you can get. For example, at Level 1, you might know a customer likes sports. By Level 5, you know they play golf on Sundays at a specific club. By Level 6, you know they’re playing golf at this moment. Each level adds more depth and creates opportunities for more relevant engagement.

But even basic personalisation can have a big impact. A small, thoughtful touch—like a birthday discount—can go a long way in building customer loyalty. And as you build trust, customers are more likely to share data, enabling even better personalisation.

And remember, personalisation isn’t about technology. It’s about creating connections. When you tailor an experience to someone’s preferences, you make them feel valued. That builds trust and loyalty.

And loyalty, as we know, is invaluable. It’s not just about driving sales—it’s about creating lasting relationships with your customers. Personalisation is a powerful way to do that.

So, if you’re a business leader wondering how to get started, our advice is simple: start small, but start now. Even small steps can lead to big changes.

And as you take those steps, keep learning and evolving. Personalisation is a journey, and every step brings you closer to creating experiences that truly resonate with your customers.

Today, we’re diving into an essential topic that seems to be the talk of the business world but still feels out of reach for many companies: personalisation. And not just personalisation—we’re talking about hyper-personalisation. Why is it so powerful, and what’s holding businesses back from doing it better?

That’s a great question, Jonathan. Personalisation has the potential to revolutionize customer engagement and loyalty, but surprisingly, very few companies are nailing it. Today, we’ll break down what personalisation really is, why it’s so challenging to implement, and how businesses can start taking meaningful steps toward it. Let’s get started by defining personalisation.

Absolutely, Claire. At its simplest, personalisation is about tailoring an experience to the individual. It’s moving away from the generic “one-size-fits-all” approach. Think about it this way: a generalised offer might be “Buy two, get one free,” while a personalised offer would say, “It’s your birthday month! Enjoy 20% off all cakes and candles.”

And hyper-personalisation takes that to another level. It uses not only historical data but also real-time insights and additional dimensions, like geolocation. Imagine this: you receive an offer for a free chocolate bar on your birthday. When you walk into the store, the supermarket detects your location and sends you a message: “Great to see you! Enjoy an extra chocolate bar, on us. Happy birthday!” It’s personalisation that’s immediate and impactful.

It’s fascinating, isn’t it? But here’s the catch: there’s a fine line between being helpful and being intrusive. This kind of hyper-personalisation works only if customers opt in and give clear permissions. When done right, it strengthens loyalty. But when done poorly, it can feel downright creepy.

Exactly. So why is it that, despite its potential, so many businesses are struggling to deliver even basic personalisation? Jonathan, what do you think are the biggest hurdles?

There are several, and they’re worth exploring. First, personalisation is still relatively new. Businesses are navigating unfamiliar territory when it comes to using data effectively, and adding tools like AI only makes things more complex. It’s a steep learning curve.

Another challenge is data itself. Some companies don’t have enough data to create meaningful personalisation. Others have so much data that they don’t know where to start. As Tatenda Gweshe, our Data Science Strategy Director, puts it: “Good data scientists are more like journalists than novelists. The key is to find the story within the data and make it relevant.”

That’s a great analogy. But it’s not just about data. You need the right team in place. Analysts, strategists, marketers, developers—it takes a multidisciplinary effort to turn data into actionable insights.

And let’s not forget the time and resources required. Building quality data and systems for personalisation doesn’t happen overnight. Many businesses are juggling multiple priorities, and personalisation might not make the top of the list. There’s also fear—fear of venturing into the unknown and experimenting with something as complex as data.

That’s so true. But here’s the thing: personalisation doesn’t have to be overwhelming. Businesses don’t need to leap straight into hyper-personalisation. They can start small. Even simple uses of data can create more engaging experiences.

Right. For example, a company could start with basic segmentation. Instead of sending the same email to all customers, they could tailor offers based on past purchases. It’s not hyper-personalisation, but it’s a step in the right direction.

And as businesses learn, they can build on those efforts. Personalisation is a journey, not a destination. Each step helps refine the process and makes the experience more meaningful for customers.

Let’s take a moment to talk about levels of personalisation. Think of it as a spectrum. At one end, you have basic segmentation—grouping customers by broad categories like age or interests. At the other end, you have hyper-personalisation, which tailors experiences to individuals in real-time.

Exactly. And the more data you have, the more personalized you can get. For example, at Level 1, you might know a customer likes sports. By Level 5, you know they play golf on Sundays at a specific club. By Level 6, you know they’re playing golf at this moment. Each level adds more depth and creates opportunities for more relevant engagement.

But even basic personalisation can have a big impact. A small, thoughtful touch—like a birthday discount—can go a long way in building customer loyalty. And as you build trust, customers are more likely to share data, enabling even better personalisation.

So, if personalisation is so effective, why isn’t it more common? Claire, what do you think is holding businesses back?

I think it comes down to a combination of challenges. Beyond the complexity of data, there’s also the issue of prioritisation. Some businesses might not see personalisation as a critical investment. Others might be overwhelmed by the sheer amount of data and not know where to start.

That’s a great point. But here’s the good news: starting small can make a big difference. Businesses don’t need to have all the answers right away. They just need to take that first step.

Absolutely. Begin with the data you have and use it to create simple, meaningful experiences. Over time, you can build on those efforts and move toward more advanced personalisation.

And remember, personalisation isn’t just about technology. It’s about creating connections. When you tailor an experience to someone’s preferences, you show that you value them as an individual. That builds trust and loyalty.

And loyalty, as we know, is invaluable. It’s not just about driving sales—it’s about creating lasting relationships with your customers. Personalisation is a powerful way to do that.

So, if you’re a business leader wondering how to get started, our advice is simple: start small, but start now. Even small steps can lead to big changes.

And as you take those steps, remember to keep learning and evolving. Personalisation is a journey, and every step brings you closer to creating experiences that truly resonate with your customers.

Why aren’t more businesses doing personalisation better?

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