Bye Personalization! Make Way for HYPER-Personalization
By Swatil Binte Mahmud, Blogger, Lava Protocols
There are things that are fact and on the other hand, there are speculations. Through years of selling products and dealing with millions of customers, it has become a fact that good customer service and experience are the things that sell products. No matter how good, new, or advanced your product is, if your customers are not satisfied with your customer service efforts, they are not coming back. Customers feel an emotional connection to the brands they are loyal to. If you and your business want customers to repeat purchases, you have to learn to make them feel special! Hence, for years we have focused on the personalization of products and services to create positive customer experiences.
As times have changed in many folds since 2020, we have entered a new era of customer services. We are not working on personalization anymore, in this post-COVID world, hyper-personalization is the future of customer experience. According to Salesforce’s latest fourth edition “The State of the Connected Customer” report, today almost 88% of customers expect companies to accelerate digital initiatives because of COVID-19. We are living in the all-digital world and our customers expect more and the best from their favorite businesses.
Macro to Micro
Personalization had a macro impact on the customer experience and it changed how companies think about customer-centricity. Delivering personalized customer experience at scale revolved around the classic journalism tactic of gathering information – the 5Ws and 1H, i.e. Who, What, Where, When, Why, and How? The ultimate goal of personalization was to improve a brand’s engagement across all points in a customer’s journey through learnings.
Hyper-personalization expands these learnings to help companies connect with customers in the micro-moments. Hyper-personalization is an extension of personalization and an evolution of the more traditional personalization. Hyper personalization delves into the data looking for individualized segmentation. In simple words, hyper-personalization takes into account each and every one of your customer’s needs and wants.
For example, personalization may seek to deliver more relevant marketing content to a customer via their preferred communication channel. Hyper-personalization seeks to hold a one-to-one conversation with each customer, across all channels.
Customer data fuels hyper-personalization. However, it is not enough to simply collect and store customer data. You need to use your data to create a complete 360-degree customer view that seamlessly integrates with legacy systems across the organization. This is known as a single source of truth, and it is vital to achieving hyper-personalization. This is where you will need Salesforce!
Salesforce is a global leader in integrated customer relationship management – The world’s most powerful 1:1 digital marketing platform. Marketing Cloud offers solutions for digital marketing, email marketing, social media marketing, customer journey mapping, marketing analytics, marketing automation, and B2B marketing to help you personalize customer communications across every digital touchpoint — from anywhere.
Salesforce will help you to check in on every customer as they progress through their journey with your business, from the initial pre-assessment to the completion of their treatment. Read more about the Customer 360 platform and get started on your hyper-personalization journey.
Hyper-Personalization is Not the Future
This is because it is the present! Let’s not even think about big companies, small businesses operating completely from Facebook reach out to every single one of their customers through Facebook Messenger. They respond to every message and they have actual conversations with their customers throughout the whole process.
Businesses are already looking beyond basic personalization to hyper-personalization, using customer data to drive nuanced, custom experiences. To stand out in an increasingly saturated market, hyper-personalization is the inevitable future of businesses. It allows businesses to deeply understand the true needs and wants of their customers, using real-time data in addition to other sourced customer data to enhance relationships and foster customer loyalty.
Hyper-personalization means going above and beyond just addressing your customer by name or sending them product recommendations. Now, each interaction will be meaningful and beneficial for your business in the long run.
Lava Protocols is an authorized Salesforce Partner. Want to hyper-personalize your Customer Experience? Drop us an email to: firstname.lastname@example.org.