The hyper-personalised customer experience puzzle.

Knowing the customer is only one piece of the puzzle to providing a hyper-personalised customer environment; the other is understanding how to better talk to them and deliver solutions to their unique needs.

The theory is that more data will bring a greater understanding of customer preferences and habits. Customers now expect fast response times to their queries and demand an integrated and consistent experience across channels and business lines.

As organisations embrace digital transformation, they are also meeting the immediate customer needs, resulting in the exponential increase of customer data captured in real-time using many ingestion points when gathering information. While creating a hyper-personalised customer experience is fundamental, it comes with its own obstacles. For instance, incumbents face digitally agile competitors, and new start-ups shift customer expectations.

An example is a retail environment where the bricks-and-mortar store needs to align with its e-tailing counterpart regarding customer rewards, discounts, and other specials. Hyper-personalisation extends to different customer environments, and retailers know a lot about their customers based on data captured at multiple touchpoints, for example, store visits, use of an app, loyalty programmes, and even social media engagement with the brand.

So, integrating each of these into a cohesive whole means retailers may need to use sophisticated data intelligence, which allows them to understand who the customer is, what they want, and how they want it. In manufacturing, think internet of things at scale helping to provide a company with a complete view of factory operations. Connecting and integrating data from machines, systems, process historians, and operational data stores will result in an enterprise gaining a comprehensive overview of operations.

By connecting and unifying data across all these data points, analytics can provide invaluable insights across the entire manufacturing process, and a manufacturer can connect the dots like never before.

Going the hyper-personalised route offers too many benefits to ignore and requires businesses to embrace modern technologies, services, and models. Hyper-personalisation benefits the customer, who gets tailored messages in real-time, while the brand can increase revenue from more sales and drive loyalty.

Take customer acquisition as an example; personalisation shifts from solutions based on broad market segments, preferring to focus on marketing messages directly relevant to customers at an individual level.

Finally, the glue that ties these together is access to clean, tightly governed and highly secure data, which helps organisations create a hyper-personalised customer experience.?