Personalisation is a word we frequently hear when it comes to customer experience. But what does ‘personalisation’ really mean? And what does it have to do with small businesses? We often perceive personalisation as something only bigger companies need to consider. Because of their high volume of customers, they use a variety of algorithms and data collecting resources to offer a seemingly personal experience.  But when it comes to smaller businesses, personalisation is already in the nature of the service,

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