Why introduce hyper personalisation into your business services, products and operations?

Depending on its intended purpose and application, introducing hyper personalisation into your business strategy can result in numerous benefits to your company. It has already been shown that personalisation is no longer enough for the modern consumer. A 2018 study by Accenture discovered that 91% of consumers are more likely to complete a transaction with a company that offers their customer a personalised service based on their individual preferences [1]. Why hyper-personalisation will be critical to the future success of brands is clear. Now is the time for brands to investigate and understand what opportunities hyper-personalisation presents across their value-chain and how they can generate greater value for customers and themselves through this capability. It is time to catch up to customers expectations while realising the benefits it brings to those who have already realised it’s potential.
In this blog post, we will explore in further detail the different benefits of hyper personalisation across different industries and business processes.

Personalised user experience

One of the many reasons companies have started deploying hyper personalisation into their practices is because it allows them to create a personalised user experience for the customers and clients alike. Big data has equipped brands with the knowledge needed to better understand their customers and when combined with the right technology such as AI, makes the delivery of a hyper personalised customer experience easier to create. AI works hand in hand with big data to decipher this information and help brands create unique profiles for every customer so that they can offer them an experience that the customer is more likely to be engaged with, respond to and result in a better outcome for the brand and the customer. For example an ecommerce company can analyse their users past interactions and purchase history on their website and use this information to create a seamless shopping experience for them [2]. They can do this by using recommendation systems to offer personalised products and even category suggestions to individuals, with the goal being that more personalised recommendations are more useful to customers, with this utility in turn driving greater engagement and sales.

Companies such as Spotify and Youtube and many other content platforms all base their business model around offering their customers a hyper personalised experience. Their recommendation systems are based on individuals preferences and behaviours, based on what the user interacted with previously however this time their goal is to maximise engagement. Regardless of your business model or your product or service, hyper-personalization involves leveraging relevant data on your customers interests, preferences and behaviours to anticipate and cater to their needs and apply those insights to tailor your service delivery.

Personalised content and marketing communications

Personalising content to customers via targeted marketing communications has been a key strategy for marketers since the birth of digital marketing. Now hyper personalisation allows them to go one step further and instead target individual customers with highly personalised content and very specific messaging as they have more data to better understand and predict what offers their customers will appreciate and what products or services they are more likely to engage with [3]. Marketers should be aiming to use hyper personalisation to create a relevant customer experience for each customer by building it around their unique history and interactions as informed by data. This will keep the customer engaged and more likely to stay loyal as your marketing communications are actually providing real value to the end user [4]. A perfect example of how markets use hyper personalisation to their advantage is by crea