The Balancing Act of Personalization: Meeting Customer Expectations Without Crossing the Line

By Jenny Holly Hansen | WBN News | May 13, 2025

Technology has given us powerful tools to connect with our customers in ways that were unimaginable just a decade ago. With a few clicks—or swipes—we can tailor experiences, predict needs, and deliver messaging that feels almost intuitive. And in many ways, that’s exactly what people want. Today’s customers expect businesses to know who they are, what they like, and how they prefer to interact.

But there’s a fine line between personalized and too personal. And crossing it can damage trust just as quickly as it was built.

The Expectation: Make It Relevant

Let’s be honest—none of us want to be treated like a number. We appreciate when a company recommends something useful, remembers our preferences, or anticipates a need before we’ve even voiced it. Whether it’s a reminder to renew a subscription, a discount on something we’ve browsed, or a more efficient onboarding process—these personalized touches make the experience feel human, even when it’s powered by algorithms.

In fact, multiple studies show that customers are more likely to engage with brands that provide personalized experiences. It makes sense: relevance feels respectful.

The Risk: Make It Respectful

But relevance only works when it’s built on respect for privacy.

Here’s where it gets complicated: most of the personalization we enjoy is based on data—our clicks, our searches, our purchase history, and sometimes even our location or voice commands. And while many consumers are comfortable trading some of that data for convenience, the moment it feels like surveillance rather than service, trust erodes.

A few red flags that often turn customers off:

• Ads that feel “creepy” because they follow users across devices or platforms
• Brands using sensitive data without explaining how or why they’re using it
• A sense that information was gathered without permission or transparency

In a privacy-first world, businesses must walk the tightrope—serving without overstepping.

Finding the Balance

So, how do we strike that balance? Here are a few principles I keep in mind:

1. Transparency Builds Trust

Be upfront about what data you’re collecting and why. People don’t mind sharing information if they know it’s being used to improve their experience—not just to sell more.

2. Let the Customer Lead

Give users control over their data and the type of personalization they want. Allow them to opt out or customize how their information is used. That sense of agency is powerful.

3. Be Thoughtful, Not Intrusive

Personalization should feel like a helpful concierge, not an overbearing observer. Ask yourself: Would this message make someone feel seen or watched?

4. Prioritize Security

Respecting privacy also means protecting the data customers share with you. Invest in strong cybersecurity practices and make it clear that their trust is something you take seriously.

5. Focus on Value

When personalization is used to deliver real value—like saving time, simplifying choices, or reducing effort—it’s appreciated. But if it’s only used to push products, people catch on.

Final Thought

Personalization is no longer optional—it’s expected. But how we deliver it matters more than ever. When done right, it strengthens relationships, builds loyalty, and differentiates your business in a crowded market. When overdone or mishandled, it pushes people away.

Technology gives us the tools. But empathy, ethics, and respect for privacy? That’s what keeps the balance.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance. With 19 years experience, she will well versed in the technical aspects of business coverages.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

TAGS:  #Jenny Holly Hansen #Technology #Personalization #Customer Expectations #Respect for Privacy