# Is Personalisation the Difference Between Good and Great CX?

Source URL: https://www.gavinscott.me/blog/personalisation-difference-between-good-great-cx-gavin-scott-5evze/

That’s why personalisation can have such a powerful impact on Customer Experience.

All newsletter editions & articles
The Gold Dust Standard ·
19 August 2026
Is Personalisation the Difference Between Good and Great CX?
Originally published in
The Gold Dust Standard on LinkedIn
.
We all like to feel recognised.
Not as a customer number.
Not as another case in a queue.
But as a person.
That’s why personalisation can have such a powerful impact on Customer Experience.
And I don't mean simply using someone's name in an email.
Real personalisation is understanding what matters to the customer and using that insight to make their experience easier, more relevant and more human.
It might be remembering a previous conversation.
Understanding their circumstances.
Anticipating what they might need next.
Or simply adapting the way we communicate based on the person in front of us.
Those small details can become the
gold dust
in a customer relationship.
But there is an important balance.
Customers want to feel known, not watched.
They want relevant experiences, not endless automated messages that happen to contain their name.
For Customer Service and CX leaders, the real opportunity is therefore not simply asking:
"How can we personalise more?"
It’s asking:
"What do we know about our customers that could help us serve them better?"
That shift changes personalisation from a marketing tactic into a genuine Customer Experience strategy.
And when customers feel understood, the relationship becomes about more than the transaction.
It becomes about trust.
I'd love to hear your perspective.
Do you believe personalisation is what separates an average customer experience from a great one?
Share your thoughts in the comments. I read every one.
🎙️
Want to hear more about creating experiences customers remember?
Listen to my podcast at the
Customer Service Gold Dust Podcast
I'm also continuing my mission to spotlight great Customer Service and Customer Experience leadership.
If you're a
Head of Customer Service
or
Head of Customer Experience
and have a story, lesson or approach that could help other leaders, I'd love to welcome you onto the podcast.
🎤
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Gavin
First published in The Gold Dust Standard.
Read or join the conversation on LinkedIn
.
Keep reading.
Staying Calm Under Pressure Is a Customer Service Superpower
What happens when a customer is angry, frustrated and blaming your team for something completely outside their control?
Read more
Why Great Customer Experience Can't Exist in a Silo
We often talk about improving Customer Experience.
Read more
Put these ideas to work with your team.
Explore
customer service workshops
for practical team learning, or
consulting
to work through your wider customer experience.
Let’s talk about your customer experience.
Tell Gavin about your team, your event or the challenge you’re working on.
Contact Gavin
Book a discovery call

## Links

- [All newsletter editions & articles](https://www.gavinscott.me/blog/)
- [The Gold Dust Standard on LinkedIn](https://www.linkedin.com/pulse/personalisation-difference-between-good-great-cx-gavin-scott-5evze)
- [Customer Service Gold Dust Podcast](https://podcasts.apple.com/us/podcast/customer-service-gold-dust-podcast/id1553942522)
- [Apply to be a guest by booking an initial call](https://calendly.com/gavinscott/gavin-scott-discovery-call)
- [Read or join the conversation on LinkedIn](https://www.linkedin.com/pulse/personalisation-difference-between-good-great-cx-gavin-scott-5evze)
- [Staying Calm Under Pressure Is a Customer Service Superpower](https://www.gavinscott.me/blog/staying-calm-under-pressure-customer-service-superpower-gavin-scott-zc7re/)
- [Read more](https://www.gavinscott.me/blog/staying-calm-under-pressure-customer-service-superpower-gavin-scott-zc7re/)
- [Why Great Customer Experience Can't Exist in a Silo](https://www.gavinscott.me/blog/why-great-customer-experience-cant-exist-silo-gavin-scott-4f3yf/)
- [Read more](https://www.gavinscott.me/blog/why-great-customer-experience-cant-exist-silo-gavin-scott-4f3yf/)
- [customer service workshops](https://www.gavinscott.me/workshops/)
- [consulting](https://www.gavinscott.me/consulting/)
- [Contact Gavin](https://www.gavinscott.me/contact/)
- [Book a discovery call](https://calendly.com/gavinscott/30min)