Personalization – A Key Element in Creating Better Customer Experiences

Abstract

The personalization of the way of communication, but also of the products and services is a tendency that is being discussed more and more and at the level of all companies. The nature and characteristics of services make the process of buying more complicated compared to goods due to the complexity and interaction between the companies and customers – here is where personalization can make a difference. Viewed from the perspective of opportunities, the consumer-company relationship determines an advantageous aspect for service companies, namely the adoption of personalized processes along the relationship between the two, creating greater consumer satisfaction and a lesson for companies in improving the services offered.

Keywords

• customer personalization
• services personalization
• customer experiences
• service quality
• customer service quality