Personalisation continues to be important in effectively targeting specific groups. Individuals expect to be treated as such, and to receive a more tailored and personalised. Customer service in the private sector has led the way and established this as commonplace.

RecommendationsWe recommend that options to personalise should be taken wherever possible. This applies both in terms of the method of delivery, be it mobile phone, internet or digital TV etc and the style of delivery such as language used, accessibility issues.

We recommend the active participation of those groups in designing that personalisation process.

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Armchair Involvement Guide 2009