We have all gone through some type of personalization as we carry out our day to day operations. Ever walked into your favorite restaurant or coffee shop and even before you order, the waiter identifies you and knows your preferred drink or meal? We could say that’s how it all started.
Personalization uses basic customer information like name, location or gender to tailor recommendations, messages or adverts that appeal to the customer’s preferences, behaviors, and needs.
They say the devil is in the small details and in this ever changing era of technology, personalization is not enough; and here enters Hyper- Personalization.
Hyper-personalization is the customization of digital content based on individual behavior.
It’s far more advanced, going a step further by tailor making products, service and experiences; taking into account customers’ needs and wants by leveraging real-time behavioral data, advanced analytics, and artificial intelligence.
An example of Hyper-personalization may look like:
You have probably gone to a website or an App and started your purchase journey, added items to cart but didn’t quite complete the order. After a while, you may get a notification or email inviting you to go back and complete the action.
How to Hyper-Personalize Customer Experiences:
Automate: It is not possible to manually collect all the customer information required for hyper-personalization. It is therefore important to invest in a customer relationship software that will collect, store, and analyze customer data. The information will be used to create personalized marketing campaigns which will assist in offering hyper-personalized experiences.
Artificial Intelligence: This technology is able to analyze huge amounts of data in real time, learn from customer behavior and preferences providing accurate and relevant content over time and help in creating personalized suggestions for individual customers.
Data Analytics: When it comes to hyper-personalization, data is everything. It is heavily reliant on real-time data analytics to collect and analyze customer data, i.e. browsing behavior, purchase history, and demographic information.
This information is then used to create a full picture of the customer’s needs and interests.
Benefits of Hyper-Personalization:
Improved Customer Experience:
Customers today are overloaded with information in the various channels they patronize when shopping and they now seek for content that appeals directly to them.
The Hyper personalization engine can identify what customers are looking for and display to them, the best possible match. This makes shopping less frustrating and more exciting.
Increased Customer Engagement:
Hyper-personalization uses real time data which enables an organization to get valuable insights about the times users are most active and most likely to engage with your content.
Coupled with messaging and products relevant to the customers’ needs and interests, you can configure recurring campaigns, while scheduling them on specific days and time enabling the company to reach customers at a time that they’re most likely to be online.
Increased Customer Loyalty:
Customers are likely to remain loyal and return to make repeat purchases when they feel that a company understands their preferences and needs.
This article has been written by Ms. Jackie Wahome, Customer Experience Trainer, Customer Centric Kenya.