Personalization & Paying Attention

The move towards personalization comes with a touch of irony:

‘Personalized’ services which interview you online with a predetermined set of questions, link directly to your bank account, and drop things at your door automatically tend to remove personal interactions with … people.

These services are, no doubt, in many ways, improvements over the older ways of limited choices, low inventories, price gouging, and so forth.

But the real magic lies with those companies who can do both: meet the demand for ‘on-demand’ (I want exactly what I want, now) while also being there for the customer, to listen when they have questions, or when things don’t work as planned.

Automation is great.

Attention is better.