Personalization is up-and-coming but time-consuming from a technical point

Technology experts consider personalized content and product delivery to be very important. However, the technical infrastructure in many companies is not yet equipped for this. At least that’s according to the study by Optimizely, a digital experience service provider. For this study, 100 technology experts from around the world were interviewed. It examined the importance of personalization in companies and what challenges this entails for technology.

Personalization drives customer satisfaction

The results show that personalization in the presentation of content and products has long been a “must-have” in companies, especially in customer communication. In fact, 79% of those surveyed agreed that personalized content delivery is important for customers. Just over a fifth (22%) even see it as a necessity that companies can no longer do without today.

Accordingly, the topic is anchored at the company level. All 100 respondents stated that personalization is always prioritized in company decisions. Although 21% see this as a low priority, 69% give it a medium weight at the enterprise level. Meanwhile, 10% even give personalization a high priority.

For 56% of respondents, personalization is primarily responsible for higher customer satisfaction. Additionally, 30% see a significant increase in customer ratings and feedback through personalization. Also, 10% see an increase in positive recommendations, and 4% attribute personalization to sales growth.

Only a minority uses AI and machine learning

According to those surveyed, the potential for personalization is high. The other side of the coin, however, is the technical challenges that need to be mastered. Nine out of ten respondents (91%) still see a “limiting factor for personalization performance” in the technical infrastructure of companies. In addition, companies are not taking full advantage of modern technologies such as artificial intelligence (AI) and machine learning (ML). Only a third use the automation of personalized recommendations – for...