Week 6 Engagement Singapore Airlines 112

In reading the article and view the video on Singapore Airlines:

What is meant by Standardized Personalization?
What are some ways flight attendants display personalized attention to passengers
Why MUST the examples you cite above be standardized?
How would you standardize these activities?
What are instances or activities where flight crews MUST NOT personalize for passengers?

video: https://www.youtube.com/watch?v=pKuGqKYk3pQ