Personalization: From Story‐line to Practice

Personalization has become a unifying theme and a dominant narrative across public services in England. Key to understanding the dominance of personalization is the recognition that it is a story that is told about public services, their history and the roles and experiences of the people who use them and work in them. Like other stories it is compelling, emotionally resonant, but also multi-interpretable. This article identifies five key themes which are central to the personalization story-line, noting their reliance on a combination of formal evidence, personal narratives and common sense. These are: (1) personalization works, transforming people's lives for the better; (2) person-centred approaches reflect the way people live their lives, rather than artificial departmental boundaries; (3) personalization is applicable to everyone, not just to people with social care needs; (4) people are experts on their own lives; (5) personalization will save money. The article goes on to examine some of the complexities that audiences face in translating a story-line into policy programmes and frontline practice. Three aspects in particular are considered: the ambiguity of personalization as a guide to action; the tensions between user empowerment and user responsibility; and the extent to which personalization is used to legitimize other reforms, in particular budget cuts.