There are the processes of tailoring pages between your company and individual customer' characteristics and preferences. Generally used to enhance online customer service or e-commerce sales, personalization is sometimes referred to as one-to-one marketing because the enterprise's web page is tailored to specifically target each individual consumer.
Both elements can meeting the customer's needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.
From the example on above figure, KLM, the international airline creates
"KLM surprise campaign" to surprised its customers by using
foursquare or Twitter search the name of passenger who mentioned that they were
taking a KLM flight at Amsterdam Airport. Then, using the information the customer provided about
him or herself on social media platforms to greet them and give them a
personalized gift.
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