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If there is but one truth in the world, it’s that buzzwords seem to rule all things business related. And as buzzwords permeate the fabric of business, some become real while some go the way of the Dodo bird. Personalization is definitely one of those odd terms that have gone from very real, to the all encompassing, yet vague, buzzwords and back to real in a relatively short time. And let’s not forget the usual suspect—technology.

Not too long ago—okay perhaps a little longer for others given one’s age—but the idea of personalization was in many ways easy. Customers were well known by those who worked at a particular store or restaurant, or any other service-oriented business. They knew who a particular customer was, their likes, dislikes, probably information relating to their family, travels, jobs, hobbies—everything usually captured in countless interactions over time.

Now, this may sound like a harkening back to simpler of times: the Pepperidge Farms commercials of the 1980s and 1990s come to mind. But there is a key to the old-school personalization that underpins everything: the countless interactions over time. Of course, this concept was then co-opted for years by everyone under the sun trying to capture the magic of old-school personalization, which is where buzzwords emerged. Then, frankly, the meaning of the word was cheapened.

However, in 2020 we now all have access to this wonderful ever-connected world. One where data is gathered at every turn. People by and large have become accustomed to the benefits of sharing data—one need only to look as far as eCommerce, social media, and mobility to see how this has all intersected to become one. This mass adoption of personal technology, paired with business-oriented technology, has now led us to the single greatest time in history.

With this technology comes the data that can be actioned in a way never seen before. This evolution, though years in the making, has finally arrived and solidified itself as robust and proven—bringing back the aforementioned old-school days of personalization to a new and modern form that benefits all.

As this evolution now becomes mainstream, that same “countless interactions over time” simply becomes digitized. Better yet, now regardless of place, channel or device, people can interact with businesses of all kinds through countless interactions captured as data points in smart systems that build actual meaningful relationships.

And just like days of old, where store clerks and the like would learn about people as individuals, they themselves created in their minds and memories what is now known in digital terms as Single-User-Profiles. It’s these profiles that now enable people to truly experience personalization, harkening back to when people knew people as individuals and not demographics.

Gone are the days of generalized ads, promotions, and so on. People no longer care for nor accept ads such as “All grocery products 20% off this week only.” Instead, they prefer the “Hi (First Name), we thought we’d offer you your favorite dessert today for 20% off—no dairy just the way you like it. Let us know how your dinner turns out.”

I know that throwing in terms such as Single-User-Profiles, data personalization may seem like overly complicated buzzwords steeped in complex technology, but it really isn’t. We have all evolved into a simplified digital life, and with that systems have evolved to match that simplicity. Now, creating an environment that enables personalization is simple, easy and makes data the king of the proverbial heap.

You can be old-school with new school technology that delivers on personalization and brand promise without overly complicating your life. And you can make every one of your customer’s experiences fun, easy and rewarding. Almost as easily as you are about to go Google “Pepperidge Farms Remembers” commercials on YouTube. Enjoy 😉