At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Commercial Intimacy

Customisation and Commercial Intimacy

Noel Brown July 2011

More and more the offers put to us have been in some way tailored to what the supplier perceives as our particular tastes and needs. Some such offers are pertinent and others laughably inept.

As this sort of tailoring becomes ubiquitous it loses its competitive edge, driving the leaders in the field to further refine and deepen the degree of personalisation in their offers. In this way the practice becomes both more pervasive and more acute. Add in increasing power to collect and process personal data and it’s easy to see this trend accelerating. At some point on this progression the pertinence, timeliness, and allure of the offer itself will rank alongside the quality of the product or service and cost in the decision to purchase – or not.


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