The personalisation way for APAC brands to enhance customer experience

Siriporn Sachamuneewongse

Today’s customer expects seamless, frictionless CX and brands can achieve that if they personalise digital interactions and assets, participants at the Insight Innovation Exchange APAC conference heard.

There is a new benchmark in customer experience and it’s called “personalisation”.

"We can personalise any digital interaction and any digital asset that’s interactive with the consumer,” said Donovan Yong, principal, advisors business development, data and services, at Mastercard. He was sharing perspectives of the power of personalisation at a recent “Insight Innovation Exchange ‘IIEX’ Asia Pacific 2023” conference in Bangkok.

Fundamental and foundational to personalise

Yong stated that personalisation is fundamental and foundational, with customers expecting a seamless, frictionless experience wherever they are.

“We’re already surrounded by extreme personalisation in the digital world. Users of Google, Netflix, Lazada, Amazon, LinkedIn, Facebook,...

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