However, instead of identifying Personalization opportunities comprehensively, quite often a very narrow perspective is adopted which reduces Personalization to the mere discipline of dynamically adjusting digital interfaces to individual user characteristics, often referred to as "web personalization". Such narrow view typically takes Amazon as a role model for pioneering personal product recommendations based on individual browsing history and collective patterns in purchasing behaviour.
While personalizing digital interfaces and product recommendations are two important facets, there are six more, which are of particular relevance to non-retailers like financial service companies. In my view, non-retailers are misguided by taking the Amazon approach to personalization as target vision. To capture the full potential of Personalization, they need to adopt a much more comprehensive perspective is necessary. This blog article introduces a framework which which covers all 8 Facets of Personalization:
