Customisation means to change something to suit a specific person. A "customised experience" would be where each customer or client gets bespoke treatment.
Your statement is saying that this kind of business does not always pay, and that it might be more profitable to just give every customer the same experience.
I don't think it means to follow a trend, unless you mean that there is a trend for businesses to give a customised experience for their clients. That isn't really the case, as most large corporations these days follow a very strict business model. Certain fast-food chains, for example, make sure that customers get the exact same experience whichever branch they visit - that is quite the opposite of a customised experience.