How to develop hyperpersonalized customer experiences

“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” 

– Jeff Bezos, CEO, Amazon 

Gartner says organizations that focus their personalized messaging around helping consumers can expect 16% more impact on commercial outcomes than those that don’t. They predict that by 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see. 

Personalization has evolved to an advanced form. Simply addressing your customer by first name in your marketing email’s subject line is not enough anymore. 

When we are living in a time of hyper-everything – hyper automation, hyper digitalization, and more, then how personalization can be left behind.  

Hyperpersonalization involves the application of data, smart analytics, and innovative tech to develop and deliver highly personalized targeted products, services, and content through the most relevant channels at the most relevant time. 

Ann Handley says, “Make the customer the hero of your journey.” 

This aptly summarizes the purpose of hyperpersonalization. By developing a hyper personalized customer experience, tailored with the help of data-led insights, organizations can effectively declutter the path that a customer takes during the different stages of buyer journey. This means offering the services that the customer really needs and wants to engage with, and clearing the path from unnecessary distractions. 

Taking a customer-centric view for the organization’s future strategy will keep you in the race for the win.  

Digital banking and omnichannel retail are already excelling at adopting technology to build hyperpersonalized care for their customers. 

Let us understand the technologies that help you master the art of hyper personalization and how can you leverage them to the fullest. 

The four elements of hyperpersonalization 

McKinsey suggests that organizations need to elevate their personalization game and talks about the four core elements of hyperpersonalization: 

• Knowing your customers – truly knowing your customers: Companies that can aggregate all customer information, including user attributes, behaviors, and past interactions across all channels, will be able to engage much more effectively. 

• Reacting to customers before they even know they need you: Data and analytics can enable contact center agents to predictively identify opportunities to delight, preemptively solve issues based on personalized needs (for example, a help desk pushing computer updates remotely based on call-volume trends without the end user ever knowing), and determine the right times to reach out when a live interaction is preferred. These insights can help create a better-trained, more empathetic workforce to support proactive outreach. 
• Integrating technologies and contacts across all channels: A seamless customer experience throughout the journey (for example, starting the interaction in one channel and picking it up in the next) requires better alignment and collaboration of customer care, product development, marketing, and operations. 
• Implementing real-time agent tools: Companies that incorporate added functionality (for example, “in-moment” coaching) and eliminate cumbersome platforms can reduce barriers to addressing customer needs and resolving problems. Agents can then be freed up to show true empathy and make real-time decisions in their interactions with customers. 

AI-driven Sentiment Analysis for understanding user behavior 

Hyper personalization depends on context, which can be understood by determining each individual’s user behavior. To listen and comprehend the voice of the customer and interpret their behavior to personalize their experience, sentiment analysis becomes necessary. 

Sentiment analysis or Opinion mining leverages Artificial Intelligence and Machine Learning algorithms to capture data about a customer segment, gain an outside-in view of the user perception, and facilitate continuous improvement within the organization. 

With sentiment analysis, a detailed dissection of the gathered customer experience is performed to identify and segment the areas where the scope of personalization is feasible and needed. 

Read The practical use cases of Sentiment Analysis to gain a deeper comprehension of this evolving technology. 

Big data & Analytics testing 

Amidst the tones of volumes of data being generated every second, gathering the one that makes the most sense to your organization is a humongous challenge to overcome. 

Sentiment analysis and any other insights-based personalization efforts are dependent on the availability of sufficient and valid data.  

Organizations may leverage big data applications. However, they need to make sure that these apps are capable of ensuring the constant availability of clean and reliable data for processing. These apps should employ AI-based predictive analytics for instant data collection and deployment, while also offering scalability. 

All of this can be ensured with big data & analytics testing.  

AI-driven big data & analytics testing is the pillar of the next-gen digital transformation. 

How can we help 

Leveraging cutting-edge technology combined with the appropriate understanding of your customers is the key to developing hyperpersonalized user experiences. 

However, despite having a dedicated budget for personalization, over 70% of such efforts end up in failure. The biggest reason is the lack of a unified view of the customer. 

Further, since we are talking about hyperpersonalization, there is no one size that will fit everyone. 

It becomes important to consider all the corners and fortify a 360-degree personalized experience for the customer. Therefore, software testing and quality engineering assume a key role in ensuring success of the personalization initiatives. 

At Cigniti we take pride in building enterprises of the future. We power the Digital Transformation journey of organizations by establishing comprehensive testing frameworks and strategy across the organizations’ digital value chain that comprises of digital marketing, web portals, web content, digital assets, web analytics, and the overall digital ecosystem – Cloud, Mobility, Big Data, AI, and smart devices. 

Let our experts help you with end-to-end testing so that you can focus on building a truly hyperpersonalized customer experience. Schedule a discussion with us today.