10: Personalisation and Relevance

For NEOs, personalization is an expectation rather than a unique feature. They want businesses to use their names, recognize preferences, and understand buying habits. While personalization attracts attention, relevance fosters loyalty and engagement by offering messages and solutions that align with individual values and needs. This chapter outlines how small to medium-sized businesses can achieve both personalization and relevance to engage NEOs and highlights the importance of this combination in a competitive market.