E-book: Hyperpersonalization the key to gilding CX in companies
For many years we have been following the trend of shortening the distance between companies and their customers. We are long after the personalization boom and it has become the basis of all communication. No matter whether it's sales, marketing, technical support, after-sales service — basic personalization is the foundation. Without it, we can easily lose a customer.
In an age of ever better technological solutions and the creation of more discrete business processes, we have the ability to collect and analyze huge amounts of data.
The question arises: do we use it?
Departments that continue to be successful but rely only on solutions and practices well known to them may experience a loss of efficiency in the near future. They are in a position that may persist for some time to come, but new companies, new people, open to using tools and new approaches - will collect potential customers from the market and take over those to whom other companies have not given due attention and care.
Simply put, putting the customer's name at the beginning of the email is no longer enough.
The creation of target groups will also change. More and more factors will be taken into account (due to the possibility of obtaining these data) and narrower, more precisely defined target groups will be created. It is very possible that buyer personas will be the best described in history. Hyperpersonalization is an issue to which all the other chapters discussed in this e-book will be subordinated. Each subsequent topic is a building block, an additional element used to ensure hyper-personalization in the company.
This hyperpersonalization will
Drive the engine to win
The race for customers and their retention.
Information about product/service preferences, preferred forms of payment, forms of submission of complaints, selected communication channel, method of reporting problems — all this forms the basis for building relationships with customers. It is worth pointing out the benefits that the business will receive. First, conversion and sales rates will increase. By preparing precise, specific offers at the right time — the chances of success increase. Exemplary organized hyperpersonalization will further translate into an increase in the attachment of customers to the company.
Churn (customer departures/migrations) should decrease because the company will have information about whether the customer has a problem with something, if he is stuck at some stage of the process, if he finds the right content on the page and how long it takes him to do it. Due to the win-win nature, I believe that this will be the most important direction of development in the coming years. Yes, there are companies that already do this!