Epic customer experience means knowing I have more than one customer profile

Customer insight and knowledge is of huge value to businesses from Tescos to Tom the baker. More and more investment is being poured into analytics so that you as a customer can be more deeply profiled with every aspect of information about you. Companies are using this to build more rich pictures of their customers tailoring offers and personalising the experience. But is this enough?  Will this really help or will all this investment only result in irritation for customers who previously may not have been aware of your big brother spying. For this to really work and create true value these customer profiles need to consider which profile your customer is using.  As an example I may be a customer who buys lego for my kids (my parent profile) but is that the same customer insight I want deployed when considering which smart phone to buy (my gadget profile). And what about where these profiles collide and have common interests such as cycling profile and healthy diet profile?  This is hugely complex and firms need to be sure not to limit the customer profile to a single dimension but consider that customers have different needs and may only want to engage with you in a certain profile. For epic experience really look at how customers want to be engaged.