Personalization: definition, advantages and relevance

Personalization: definition, advantages and relevance

Off-the-shelf software does not always meet all of a company’s needs and requirements. In order to meet all wishes for a software solution, this can be individualized and adapted via so-called customization. How does this work?

What is Personalization?

Personalization comes from the English verb “to customize”, which in German means “to adapt”. It describes the adaptation of a product to the individual needs of the customer. Personalization is often used in the field of software. In this context, this also translates into the customization of software. The software is therefore tailored to the individual needs of a company or user.

How does software customization work?

There are different ways to customize software. On the one hand there is the programming of individual software, which is often very expensive and therefore often not economically viable. Adaptation of standard software is more widespread – in this context one also speaks of standards-related customization. There are different shapes here too.

This includes program changes, i.e. adaptation through individual programming. Another possibility is parameterization, whereby the software is individually adapted to the needs of a company. An example of this is creating users and roles. On the other hand, software solutions can also be changed via configuration, for example by choosing different modules. It is not uncommon for several customization options to appear at the same time.

Example of software customization

A construction company is looking for a new customer relationship management solution that also has a construction object management function. In addition to the standard CRM solution, you choose a building module specifically tailored to your industry. In addition, the construction company wants to adapt the solution to its business. By setting up the software, for example by defining roles and permissions, this can easily be adjusted independently. The construction company also wants to connect an external platform. This interface can be created directly by the software supplier via individual programming. The construction company goes through different types of customization to get the optimal solution for their business.

What is standard software?

A fundamental distinction is made between standard software and individual software. Standard software is developed for a large number of customers. It thus covers functions that are widely adapted to many companies. Since the standard software appeals to a wide mass, it allows for more cost-effective project implementation. However, differentiation from the competition is only possible to a limited extent.

What is custom software?

Unlike the standard software, the individual software is a tailor-made solution. The ideal mapping of business processes allows you to differentiate yourself from the competition. However, the development process involves a lot of effort.

Why is personalization important?

While standard software is hardly flexible and often maps a company’s business processes only inadequately, the development of an individual solution is time-consuming and expensive. In order to benefit from the advantages of both solutions, flexible and customizable standard solutions have proven to be the best strategy in recent years, as shown in the CRM Report 2022. Standard solutions are tailored to individual business needs through customization . Customization is therefore the key to flexible and customizable standard platforms.

What are the benefits of personalization?

  • Best fit: The software solution is tailored to your business.
  • The best of standard and individual solutions: Custom solutions combine the advantages of standard and individual software.
  • sustainability: Through customization, you can continuously adapt your software solution to new business circumstances and expand it flexibly.
  • Competitiveness: With flexible and customizable standard platforms, you ensure that the software solution is up-to-date and innovative. This is how your business stays competitive.

What should you consider when customizing?

If you are planning to buy new software, it is worth clarifying the options for individual adjustments in advance when choosing a supplier. It is rare that all the standard functions are suitable for your company. Some software vendors offer their own customization platforms to their customers, which can be used to make many modifications without programming knowledge. You are flexible, can react quickly and cost-effectively to internal change requests and are not dependent on the manufacturer for every adjustment. You should also ensure that the software can be extended flexibly and that interfaces can be easily connected, for example.

Conclusion: with the customization of the optimal solution

Customization makes it possible to adapt standard software to the individual needs of your company. So you can not only optimally map your processes in the software solution, but also remain scalable and competitive. Some software providers provide tools with which adjustments can be made easily and without programming knowledge. This way you can enter minor changes yourself and save yourself expensive customizations.

Leave a Comment

Your email address will not be published.