Trend: Contextual service design
Personalizing is ‘dead’. Especially with contact with customers, personalizing alone is not enough. The new paradigm is all about fitting within the context and the experience of the world of the individual customer.
Consumers become tired of advertisements and want to spend their limited attention on things that matter to them. This is possible with the evolvement of technology. Besides that, organisations want to focus their effort on those people who might be interested in their products or services. With the evolvement of linking between information, person, environment and profile, the step towards contextual information becomes smaller. People protect themselves more and more against (general) expressions of organisations and they know the way to do this. But people will allow contextual information, filtered by people in their own trusted network.