The distinction between personalisation and customisation — SwiftERM

Personalisation vs customisation in action

  • Marketing emails: simply replacing product you “hope” to sell with items identified as greatest probability of being purchased, which goes a long way to establish and improve customer relationships.
  • Recommendations: content personalisation where the website visited is tailored to the individual visitor offering products which suit a user’s interests based on their settings, preferences, or history.
  • Customer service: personalization in customisation is actually extremely important as it shows the end-user that you know who they are, aware of their problems, and are here to help them…personally. You may find why personalisation matter so much useful.
  • Software: most SaaS companies provide their customers with the ability to choose their own plans or alter an existing to meet their needs affecting the price or usage of the application.
  • Products: customers are able to modify the shape, color, layout, or design of a product to make it feel like theirs and create something nobody else has.
  • Advertising: users may also be explicitly asked what sort of advertising they want to be exposed to. Facebook and Google, both offer the user options to determine the type of advertising content they’re served.

Examples of personalisation vs customisation

  • You don’t have to search far to find companies trying their hand at customisation or personalisation. But to find them doing it well, you need to dig a little deeper.
  • Here are a few examples of businesses that have boosted customer experience by nailing their personalisation and customisation tactics.

Example of personalisation: Spotify

  • Spotify has a formidable reputation for their personalization game. Their personalized curated song lists have been a big hit with their users. The users’ home page contains sections based on their recent listening or more content you’d like.

Example of customisation: Nike ID

Personalise or customise for the customer



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
David Swift

David Swift


Founder & CEO of SwiftERM the personalization SaaS. Microsoft partners.