Humanization vs. Personalization: What’s the Difference?

Organizations taking a customer-centric approach are quickly setting themselves apart from competitors. Personalization and humanization are at the forefront to help improve the customer experience. How can you leverage these techniques to grow your business?

Personalization - Personalization considers high-level elements such as a consumer’s name, location and purchase history. Personalization in its most basic form may include a customer’s first name in the beginning of an email or at the top of the landing page. These techniques can also be applied to social media, landing pages, blogs, etc. The goal of personalization is to encourage consumers to take the next step, such as opening an email or clicking a link. It is warming consumers up to trusting your brand in hopes that they will continue moving down the path to transact. 93 percent of companies successfully convert prospects if a personalized marketing strategy is at play.

Humanization - People want to do business with people – not with business entities or screens. Strong humanization strategies leverage technology to enhance relationships. Technology saves customer-facing teams time from sifting through hundreds of messages to know when a follow up is needed. When a member of your customer-facing team reaches out personally it reinforces the idea that there is a person behind the screen. Instill your company’s brand, voice and the people behind the screens into all elements of the customer journey. No matter what channel of communication your prospect or customer is engaging on. Humanization increases consumer trust, which in turn boosts customer advocacy and retention. Proper execution of humanization requires the support of technology to deploy hyper-relevant messaging and engagement that stays consistent with your brand identity.

Both personalization and humanization play a role in optimizing the customer experience. Keep in mind the goals and what stage of the customer journey it will be most effective. Financial services organizations that leverage these techniques will not only set themselves apart from competitors, they will establish themselves as industry leaders and become the trusted brand consumers trust – for life.

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