You’re probably not doing customer personalization right.

Got your attention? Good. Here’s the deal: I’m not saying you’re doing personalization wrong—but if you think your brand is truly personalized, you might want to take a closer look.

Why? Because if your “personalization” still feels like a generic, one-size-fits-all experience, you’re not alone. And that’s a problem.

So here’s a question: If your brand claims to be personalized, why does it feel like a marketing gimmick? Many brands say they’re customer-centric, but far too often, they miss the mark. It’s like calling yourself a chef because you can microwave a frozen dinner. Personalization isn’t just a buzzword—it’s an opportunity to actually deliver something that matters.

Take a look at a company that’s doing personalization right—Syntilay, a footwear brand that’s taking personalization to the next level by using AI and 3D printing to create shoes tailored to each individual customer’s preferences. This isn’t just about “customizable” options; it’s about delivering something deeply personal, made to order, with a rapid turnaround that traditional brands can’t compete with.

In fact, Syntilay’s use of AI has reduced production time from 18 months to just 2-3 months while still delivering products that feel tailored. This shows how leveraging technology enables brands to deliver exceptional customer experiences by meeting needs quickly and at scale. As Ben Weiss, the founder of Syntilay, explains, “About 70 percent of the shoe was done with AI.” * Their innovative process allows customers to feel like the product was designed just for them—because it truly is. This is Doing CX Right®: creating a deeply personal experience that combines innovation and customer-centricity.

Personalization Isn’t a Trend—It’s the Future of Customer Experience (CX)

The truth is that most brands are stuck in the past, tinkering with small tweaks to appear personalized but missing the mark. Real personalization is about creating something that speaks to each customer’s unique needs—not just adding their name to an email.

True personalization is about designing solutions, services, or products that fit into a customer’s life in a seamless and meaningful way. When done right, customers feel like the brand understands them. This is the future of customer experience. Companies like Syntilay have proven that when you invest in delivering real-time, individualized experiences, you set the foundation for long-term loyalty.

The Dinosaur Approach: Holding on to Old Personalization Tactics

Let’s face it: If your brand is still relying on traditional methods to personalize experiences, you’re stuck in the past. Many big players still cling to outdated systems that take months to roll out products—costly, slow, and inefficient.

Meanwhile, companies like Syntilay are using AI to change the game. Joe Foster, co-founder of Reebok, said it best about Syntilay: “We’re making change… People will look; people will ask questions. I think Syntilay has the possibility to become the new kid on the block—the one that’s going to change things. People are going to think differently.” * The future of customer experience isn’t about waiting for a product to be delivered—it’s about creating the product, in real-time, for each customer. That’s the kind of personalization that drives long-term loyalty. If you’re not doing it this way, you’re falling behind.

What Doing CX Right® Means in a High-Tech World

It’s about using technology—like AI and 3D printing—to scale personalization in a way that’s fast, flexible, and sustainable. AI isn’t just a tool for marketing campaigns; it’s a game-changer in product design, manufacturing, and delivery.

For instance, Syntilay’s ability to go from an idea to a 3D-printed shoe in months—without overproduction or waste—is the kind of efficiency and customer-first thinking that all businesses can adopt. By focusing on the customer journey at every stage of product development, brands can deliver both exceptional experiences and a sense of uniqueness that’s hard to replicate.

Personalization doesn’t happen in a vacuum. It’s not just about offering customers a handful of color options. It’s about a business model that treats every customer as an individual and starts with rethinking how products are designed, produced, and delivered.

Here’s how you can start to do personalization right:

1. Rethink Product Creation: Use AI and other technologies to design products that cater to individual customer preferences.
2. Streamline Production: Adopt flexible manufacturing processes, like 3D printing, to reduce production times and minimize waste.
3. Focus on the Customer Journey: Ensure every touchpoint is personalized, from marketing to sales to customer service.
4. Embrace Data: Leverage customer data responsibly to inform your personalization strategies.
5. Stay Agile: Be ready to adapt your personalization tactics as customer preferences evolve.

By implementing these strategies, you can move beyond superficial personalization and start delivering experiences that truly resonate with your customers.

Remember, Doing CX Right® is about more than just keeping up with trends—it’s about setting the standard for what personalization can and must be.

*Source: Sicard, S. (2024). Why Reebok’s Co-Founder Is Jumping Feet First Into AI-Designed Sandals. Inc.com

Let’s talk about how you can get ahead and create the experiences that your customers actually want. No need to guess!