Customer experience is key, while customer delight is the goal. Nevertheless, many companies fall into trap of lumping their customers into single buckets, rather than utilizing data to deliver an individualized, personal experience. This can be especially problematic when dealing with a product that requires a personalized approach.
For Al-Monitor, a digital-only media platform that specializes in reporting and analyzing news from the Middle East, personalization is the bedrock of their business model. They needed every visitor that came to their site to receive a personalized view of content that was of interest to them. Anything less was unacceptable.