Your Customers Aren’t Rational. However, your CRM Assumes They Are.

Komal Helyer

And why MORE “personalisation” is often the problem.

Synopsis:
Most CRM and marketing automation strategies are built on a flawed assumption. That customers are rational, and that more personalisation will fix engagement.
Behavioural science tells us the opposite.
Customers are overwhelmed, cognitively lazy and heavily influenced by context, habit and bias. Yet as CRM leaders we design programmes that continue to personalise more, automate more and say more and often at the expense of attention, trust and action.

In this session we’ll explore:
• Why over-personalisation increases cognitive load and reduces engagement
• How behavioural psychology explains why “relevance” can still feel intrusive
• Why the best customer experiences are designed with restraint, not exhaustiveness
• What behaviour-led, judgement-driven CRM looks like in practice

Komal Helyer

Global CRM Managing DirectorAtombit

Komal Helyer is CRM Managing Director at Atombit, a leading Data & CRM Consultancy where she drives strategic growth for Atombit’s CRM clients through data-led marketing and customer-centric innovation. With over 20 years’ experience in email, CRM, and Martech, she is also Chair of the DMA Email Council and a recognised industry thought leader, course tutor, writer, and awards judge. A champion for diversity in tech, Komal actively coaches and mentors future talent and co-founded Email Mentors to support the next generation of marketers.