Personalization is one of the most important points in creating an [[emotional experience]]. It refers to offering customized solutions to customers to make them feel valued. For example, Starbucks writing names on coffee cups is an example of personalization. Netflix shows in the homepage personalized content for each customer, even the thumbnail images of movies may differ according to the preferences of the customer. New offers are offered based on the data of the products that customers have reviewed and purchased on Amazon. Spotify also analyzes the artists and songs that customers listen to, and offer them weekly special playlist suggestions, allowing customers to discover new songs and singers. All of these actions increase the interaction with the company and the [[loyalty]] of the customers resulting in an increase in revenue.