The challenges of personalization in customer experience
In this episode of CX Minutes, Sabina Persson sits down with Aileen Day — CX Advisor, psychotherapist, and author of the upcoming book The Joy of CEHX. Named a Top 50 Global CX Leader in 2025, Aileen brings a unique mix of clinical insight and business experience to the conversation. Together, we explore why personalization in customer experience beats one-size-fits-all, how to handle feedback (even the tough kind), and why journey maps should always lead to action.
CX Minutes with Aileen Day our host Sabina Persson, Custellence.
What’s covered in this episode
Guest insights
- Why “one-size-fits-all” experiences fail
- Feedback: take it personally (but not equally)
- Setting expectations with clarity and boundaries
- Journey maps: from gasps to growth
Quick links
Why “one-size-fits-all” experiences fail
Too often, companies reduce CX to marketing or customer support. Aileen challenges this narrow view, reminding us that real CX covers every touchpoint of the human experience.
Her key point: personalization is no longer a “nice to have.” When organizations invest in tailoring experiences consistently, the ROI outpaces the competition.
Related: How to move from transactional to transformational journeys
Deep dive: What is CX? (McKinsey & Company)
Feedback: take it personally (but not equally)
Aileen’s unique background as a clinical psychotherapist gives her a sharp perspective on feedback: don’t dismiss it — own it.
She explains how reflecting on your own role in shaping perceptions builds stronger resilience. But, not all feedback matters equally: if you wouldn’t go to someone for advice, why give their criticism more weight than it deserves?
“When people say you can’t take it personally. I think you absolutely should. This is your brand.” — Aileen Day
This pragmatic approach helps leaders and teams distinguish noise from valuable insight, protecting brand authenticity while still learning and adapting.
Setting expectations with clarity and boundaries
Mismanaged expectations can sink customer trust. Aileen shared a powerful case: a housing developer serving first-time immigrant buyers in Australia. Many contracts collapsed because customers couldn’t navigate complex documents in a second language.
The solution? A translator.
This story underlines her broader principle: clarity and candid communication aren’t just nice — they lower stress, reduce friction, and build trust across both employees and customers.
Related: How to Handle Criticism Without Taking It Personally (Margaret Hirsch)
More like this: Unf*cking the Future of Customer Experience with Zack Hamilton, parcelLab – Zack Hamilton
👉🏽 Start your customer journey map
Journey maps: from gasps to growth
Customer journey mapping is one of Aileen’s favorite tools — not for the diagrams themselves, but for the aha moments they provoke.
She describes the collective gasp when teams realize the Frankenstein processes they’ve unintentionally built. That moment of overwhelm is valuable — but only if it leads to change.
“Get past the overwhelm. Take a deep breath and do something with the insight. Don’t just break ground — build from it.” — Aileen Day
Her advice is clear: journey maps are the starting line, not the finish.
Related: How to Set Healthy Boundaries & Build Positive Relationships – Tiffany Sauber Millacci, Ph.D.
Key Takeaways
- Personalization in customer experience is what drives ROI — one-size-fits-all strategies consistently fail.
- Feedback should be taken personally, but not all voices weigh equally.
- Clear expectations and boundaries reduce stress for both customers and teams.
- Journey maps must spark action, not gather dust in a drawer.
“Taking CX from transactional to transformational is the opportunity you have, if you do something beyond the journey map.” — Aileen Day
👉 Want to learn more? Watch the full Episode #13 with Aileen here.
Frequently asked questions (FAQ)
What is the biggest mistake companies make in CX?
Aileen points to the trap of treating CX as a single department or a one-size-fits-all process. Real CX requires personalization across every touchpoint.
How should businesses treat feedback?
Take it personally, but weigh it wisely. Not every opinion deserves equal weight, but every piece of feedback is a chance to reflect.
Why do journey maps matter?
They reveal gaps and misalignments. But the real value comes when companies act on the insights — moving from transactional fixes to transformational change.
Final thoughts
Aileen Day blends clinical psychology with CX leadership, offering a refreshingly candid take: clarity, personalization, and courage are the foundations of better experiences. Her call to action is simple: don’t just map — act. That’s how businesses shift from surface-level service to lasting transformation.
AI Summary
In this episode, Aileen Day highlights why companies must ditch one-size-fits-all strategies in favor of personalized, candid, and actionable approaches to CX. She explains how feedback should be taken personally but not weighed equally, why clear boundaries lower stress, and how journey maps must lead to transformation rather than stagnation.
Read the transcript
Note: This transcript has been lightly edited for clarity and readability.
Intro
Sabina Persson (00:08): Hi everyone, I’m Sabina Persson from Custellence, and you’re so very welcome to CX Minutes. It’s six questions, six minutes, and it’s all about customer experience. This is a series of episodes where we bring you actionable insights, practical know-how, and personal stories from top professionals — all in just about six minutes.
Sabina (00:34): Joining me today is Aileen Day from Aileen Day Advisory. Welcome, Aileen. How are you?
Aileen Day (00:41): Hello. Thank you so much for having me. I’m so thrilled to be on here with you.
Sabina (00:48): It’s good to have you. We’re going to talk about customer experience challenges and lessons. As always, my first question is: who are you and what do you do?
Who are you and what do you do?
Aileen (01:03): I am Aileen Day. I am a customer experience advisor and nearly a bonafide author, with a book coming out on customer, employee, and human experience this International CX Day. Hilariously, most people don’t know when that is — in 2025 it will be the 7th of October.
Biggest mistake companies make in CX
Sabina (01:37): In your opinion, what is the biggest mistake companies make when it comes to their customer experience?
Aileen (01:44): Many companies don’t fully understand what CX really entails. Too often, we think it’s just marketing, service methods, or customer support teams. But the bigger mistake is trying to implement a one-size-fits-all experience. The real work starts when you personalize — without breaking the bank. The evidence shows that when you personalize consistently and reliably, you generate far greater value than your competitors.
Handling customer feedback pragmatically
Sabina (03:16): How do you handle customer feedback in your work, pragmatically?
Aileen (03:28): I should have mentioned earlier — I’m also a clinical psychotherapist. That mix has taught me to put a mirror up to myself first. I ask: What did I do to create that perception? How much do I care?
For example, I’m often told my swearing is off-putting. But then I ask, Do you love Gary Vee? If yes, then what’s the difference? So I decide whether to thank them for their opinion and move on, or whether I need to make a change.
I teach my clients the same. When people say don’t take it personally — I think you absolutely should. This is your brand. Something either went wrong, or it went right. Not all feedback matters equally: if you wouldn’t go to that person for advice, maybe their opinion shouldn’t carry so much weight.
Common CX challenge and how to address it
Sabina (06:06): What is a common customer experience challenge you face, and how do you address it?
Aileen (06:11): A big one is setting expectations. Customers come with predetermined expectations from family, friends, or cultural context.
I worked with a housing developer serving first-time immigrant home buyers in Australia. Many didn’t speak English well. Their contracts often fell through because people couldn’t understand the overwhelming documents.
My advice: hire a translator. That simple step helped break down barriers, meet expectations, and make customers feel they mattered. Businesses forget that expectations aren’t just created by them, but also carried in from the outside.
Balancing customer needs with business priorities
Sabina (09:01): How should we balance customer needs with business priorities?
Aileen (09:06): This is an ongoing challenge in business. I once managed a multimillion-dollar component of a business with a large team — and I was burning out trying to do everything.
My advice now: be transparent and candid. Tell your team, this is the time I need to take care of X, and the impact on you will be Y. Invite them to support if they can, and if not, set boundaries. Unless someone’s dying, give me this space.
That candidness created accountability — my team even checked me if I wasn’t following through. Boundaries, clarity, and open communication reduce stress and help balance needs. If you can’t be transparent with your team or customers, that’s a red flag for culture and leadership.
What’s your one piece of advice?
Sabina (14:02): Final question — what’s one piece of advice you’d share on this topic if you only had one?
Aileen (14:19): Let’s talk about customer journey mapping. Every time I facilitate one, there’s a moment when the group gasps at the Frankenstein they’ve created. I tell them: if you can’t understand this map, what hope does anyone else have?
So my advice: get past the overwhelm. Take a deep breath and do something with the insight. Don’t just create a journey map and leave it in a drawer. The opportunity is to take CX from transactional to transformational. You might even need a therapist afterwards — and if so, you know who to call!
Wrap-up
Sabina (16:42): Oh, what a beautiful ending. Aileen, huge thanks for all the good advice. That was powerful insight.
Aileen (16:58): Absolute pleasure. Thank you so much.
Sabina (17:11): And that’s all for this time. Thank you for watching, and I’ll see you next time.
Check out other episodes of CX Minutes here.
By Tove Lundell