Hyper-Personalization: A Brand Linchpin for Effective Customer Experience



How hyper-personalization can enhance loyal customer engagement?

With escalated innovation of technology across all industries, customer expectations have been increased unprecedently. They want answers to all of their queries instantly while engaging with a brand. They want companies to meet their needs and preferences as they are more savvy and better informed than ever before. Also, customers today do not want to wait in the queue. This changing customer behavior is forcing businesses to shift their interest more towards personalized customer service.

In a survey conducted by CEI, 86 percent of customers are much willing to pay more for better customer experience. In this context, what organizations only need is to focus on delivering personalized experiences for customers to be prominent over their peers, or hyper-personalization. Hyper-personalization takes personalized services to a much higher level. It capitalizes on advanced technologies such as artificial intelligence and leverages real-time data to deliver more pertinent content, product and service information to each user.


Why Is Hyper-Personalization So Important?

Jeff Bezos, CEO, Amazon says: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

Today’s customers use smart devices such as mobile phones, laptops and wearable devices more than ever. These devices generate loads of information that can help businesses understand and realize their customers. This data then can be used to drive personalized customer experiences across the consumer journeys pivotal for accomplishing hyper-personalization. This also assists organizations to take advantage of omnichannel data for personalized customer experiences in real-time.

Marketers have always been asked to garner more customer lead by establishing one-to-one communications with customers, as every customer has specific demands for products and services they choose to buy. Thinking hyper-personalization will make sure personalized communication and more evocative interactions with customers, leading to customer loyalty.


How Using Data Helps with Hyper-Personalization?

Personalization is one of the key enablers of customer experience across industries. And this can be achieved by leveraging more customer data helping in understanding individuals’ needs and expectations. Hyper-personalization refers to the practice of data to deliver more personalized and targeted products, services and content. It is being done through a well-integrated framework of multiple technology tools and processes that produce the desired real-time targeting outcomes. This could be evolved from customer journey maps that combine numerous pathways based on a number of logical conditions.

Elements of hyper-personalization involve audience selection; understanding of events in which real-time personalized message is required; decision making; medium selection, and data collection and analysis.

To remain relevant and resilient in the future, businesses must harness the power of disruptive technological breakthroughs, take risks and do experiments. Leveraging effective CRM and CDP (Customer Data Platforms) tools would be advantageous. They will help manage and optimize customer profiles and their attributes in a central place.