Just for you! Only today! You bought A, so we think you’ll like B. This special offer is yours alone! And lots of other option.
Yes, personalisation works. Yes, it is necessary. But here is the uncomfortable bit: personalisation alone does not transform a programme. It just makes the generic less… generic.
📍 The core problem:
Personalisation is what you decide for your customer. Customisation is what they decide for themselves. Big difference.
Think about it: a family of eight who fancy Champagne and caviar for breakfast versus a family of three munching cereal. A business traveller clocking up weekly flights versus someone taking one annual holiday. Electronics for a 10-bedroom house versus a one-bedroom apartment.
All very different. Imagine all spending 100% of their category budget in your programme. Yet one-size-fits-all tiers treat them identically.
When you force everyone through the same funnel, you inevitably disappoint most of them.
🎯 A curious example: How Atmos Rewards (Alaska & Hawaiian Airlines) got it right
Rather than imposing a single way to earn tiers, members now select how they accumulate progress:
• Flight segments flown
• Total distance travelled
• Money spent
Same destination. Three different journeys. Each customer picks what fits their life.
And the brilliance doesn’t stop there. Between each tier, Atmos recognises incremental progress with milestone rewards – and here too, customers choose.
The member decides what matters to them.
Why this matters:
One-size-fits-all programmes inevitably frustrate the people they don’t fit. Customisation flips the script. It says: “We built flexibility into this for you.”
The result? Higher engagement. Greater perceived value. Real ownership.
🚀 The question: If you were to add customisation to your programme, where would you start?
Yes, personalisation works. Yes, it is necessary. But here is the uncomfortable bit: personalisation alone does not transform a programme. It just makes the generic less… generic.
📍 The core problem:
Personalisation is what you decide for your customer. Customisation is what they decide for themselves. Big difference.
Think about it: a family of eight who fancy Champagne and caviar for breakfast versus a family of three munching cereal. A business traveller clocking up weekly flights versus someone taking one annual holiday. Electronics for a 10-bedroom house versus a one-bedroom apartment.
All very different. Imagine all spending 100% of their category budget in your programme. Yet one-size-fits-all tiers treat them identically.
When you force everyone through the same funnel, you inevitably disappoint most of them.
🎯 A curious example: How Atmos Rewards (Alaska & Hawaiian Airlines) got it right
Rather than imposing a single way to earn tiers, members now select how they accumulate progress:
• Flight segments flown
• Total distance travelled
• Money spent
Same destination. Three different journeys. Each customer picks what fits their life.
And the brilliance doesn’t stop there. Between each tier, Atmos recognises incremental progress with milestone rewards – and here too, customers choose.
The member decides what matters to them.
Why this matters:
One-size-fits-all programmes inevitably frustrate the people they don’t fit. Customisation flips the script. It says: “We built flexibility into this for you.”
The result? Higher engagement. Greater perceived value. Real ownership.
🚀 The question: If you were to add customisation to your programme, where would you start?