previous icon Back to blog
Mar 10, 2022
5 minutes read

How to prepare for hyper-personalisation

Today, a brand-new customer rules the marketplace. And from product to service to sales, they want their experience to be as personal as can possibly be.

Millennials and Gen Z want a seamless experience across all touchpoints, online and off. 70% is happy to give you their personal data to make it happen (less than 30% of Boomers would do the same). It is time to prepare for a brand-new data-driven, hyper-personalised, reality.

We have three suggestions where to get started. First, let's start with the basics.

What is hyper-personalisation?

Amazon helped define old-school personalisation when they said that, ‘Customers like you also bought this'.

But hyper-personalisation takes things to a whole new level. It is now the key to a seamless and competitive customer experience, and the trend is cutting across industries and disciplines — from retail to banking to marketing and digital advertising.

Here’s our working definition of hyper-personalisation: “Hyper-personalisation is a data-driven approach to delivering tailored products, sales, service, and CX in line with an individual customers’ specific needs and wants in real-time”.

There are many implications. One of which is that old-school generic segmentation strategies — emails or discounts based on demographic segments, for example — will not cut it anymore.

Instead, for the new decade, you should be looking to gather hundreds of data points, from across all your customer touchpoints, and create a unique digital customer profile for each of your customers, for example in a Customer Data Platform. Then, by applying advanced analytics, you can tailor messaging, and begin initiating all sorts of hyper-personalised service and sales conversations, such as:

  • A simple automated email saying, “You’re running low on contact lenses and solution, Lisa. Let us send a new package to your home. If you’d like to confirm the sale, click here.”
  • An automated message could be sent out to a customer saying, “Hi Steve, each year, you buy five or six shirts in our January sales. We’ve put together a selection of your favourite brands in your sizes and fittings. Would you like to try them on in our Manchester store this weekend?”
  • On your fashion brand’s web store, an automated script could initiate a virtual assistant chat with a customer, saying, ‘Hi Sarah, we saw you’re looking for some new shoes, but didn’t complete your purchase. What about these shoes? They match the blouse and skirt you bought a few weeks ago. What do you think?’

Our end-game as a brand or business should be automated and hyper-personalised marketing, sales, service, and CX, as much as humanly possible. Most companies will take quite some time and effort to get there. But as a wise man once almost said, a journey of a thousand miles begins with three steps.

Below are our three suggestions on how to prepare for hyper-personalisation.

1. Start building your internal business case

As the 2019 State of the Connected Customer report shows, today’s customer expectations really are higher than ever before.

  • 84% say being treated like a person, not a number, is very important;
  • 77% expect you to fully understand their needs and expectations; and
  • 70% say that seamless handovers and contextualised engagement, based on earlier interactions, are very important.

Plus, according to McKinsey, personalisation can reduce acquisition costs by as much as 50%, lift revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%.

With 92% of today’s consumers willing to walk away after just two or three negative interactions (PwC CX Survey) the choice is simple: prepare to personalise your customer interactions or lose business.

The stats above should help, but we recommend building and making your own business case for hyper-personalisation. This trend will not go away.

2. Connect customer service into your company’s CX initiative

Most digital and CX transformations put far more attention on sales and marketing than on service. This is a mistake, as human customer service conversations are critical touchpoints in the customer experience.

Yes, customers would much rather help themselves, but if you have your self-service and automation on point, and they still reach out — then you can guarantee it is a ‘make or break’ moment. The data and information to be gained from these interactions are critical to personalising their experience.

Connecting CX and service will not only help solve major CX challenges such as journey mapping, but it will also allow you to incorporate customer feedback into CX improvement.

Supplementing transactional data (what customers do) with behavioural data (information about why customers do what they do, and how they feel) is one of the main paths to hyper-personalisation.

It's advisable to set up a data warehouse that stores customer data (as well as data on your service team’s productivity and performance). This is one of the reasons why our Agent Inbox integrates with your CRM or eCommerce platform. This integration provides contextual data, right next to the customers’ question to help you deliver more relevant and personal service - regardless of the channel the customer uses. And it is why we provide customer feedback mechanisms, too.

3. Join the fight for a ‘single version of the truth’

Orchestrating hyper-personalisation is incredibly difficult. It involves defining and communicating a company-wide vision on customer-centricity. It involves aligning many departments, connecting legacy systems, and updating processes. It also involves data governance, reporting across functions, and more.

But, we can bet you that there’s at least one person in your company that has been pushing for a ‘single version of the truth’ on customers forever. This basically means that anyone in your company should be able to pull any information about any customer, into any system, from any other system, whenever and wherever a customer contact is initiated — online or offline, on your website, or via mobile.

This is a huge task, but also an essential one. Hyper-personalisation across a customer’s full experience is impossible without it. We suggest you find out who that person is and say that they have your support.

Building a single, comprehensive view of their customers’ needs and behaviours, that is shared across all departments, and connecting sales, marketing, service, and cx is the only way to go.

The takeaways: Build the business case for hyper-personalisation. Connect service with CX. Actively break down the silos between sales, marketing, service, and CX. Chase the holy grail of the ‘Single Version of the Truth’ on customer data.

*This article was originally published on

Discover more about our Agent Inbox, part of Mobile Service Cloud today.

Was this article interesting?
Share it!
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Related articles

May 13, 2024 •

Happy clients, happy agents: the platform effect in customer service

As a member of the customer service team, you stand on the frontline of customer interaction every day. In a world where customers demand quick and personalised service, long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible.

Dec 14, 2023 • Customer Experience

Elevating experiences: customer engagement technology trends in 2024

As we approach 2024, the ever-evolving landscape of technology continues to shape how customers connect, consume and communicate with businesses. Forrester even predicts customer experience (CX) will improve for the first time in three years, meaning 2024 will be a pivotal year for engagement with every touchpoint becoming a make-or-break opportunity in the customer journey.

Nov 30, 2023 • Live

Instagram Messaging: your ticket to winning fans and boosting ticket sales

In today's fast-paced world, the need to capture fans' attention and build loyalty remains a key challenge for independent event organisers. Developing campaigns to boost ticket sales and cut through the noise in this increasingly crowded industry can feel challenging.

Jul 17, 2023 • Mobile Service Cloud

What are the most effective customer service channels?

If you want to update your contact details, perhaps your address, at a particular company, you'll often send a message and wait for a reply. And you wait. And wait some more. You may feel annoyed. Or perhaps you'll try to get the job done via another channel. Annoying right? Have you considered your customers may face this situation when contacting your business? Or thought how easy it is for your customers to reach you via their preferred channel?

Jun 30, 2023 • Marketing

How to boost fan engagement: Formula 1 Heineken Dutch Grand Prix use case

What makes sport so great is that it connects all kinds of people. On the other hand, knowing no two sports fans are alike makes it challenging for sports organisations to address different fan segments. The organisation behind the Formula 1 Heineken Dutch Grand Prix acknowledged this challenge and realised they needed to create individual experiences for fans at Circuit Zandvoort. With this ethos, they've built world-beating fan experiences for the first F1 event at Circuit Zandvoort in 35 years. But the team isn't finished. They're working to improve fan engagement year on year. Want to know more? Here we share five insider tips on how the Dutch Grand Prix built fan engagement before, during, and after the race.

Jun 30, 2023 •

Seamless customer support at the Formula 1 Heineken Dutch Grand Prix

In the run-up to any event, attendees will have numerous questions, such as "how do I get there," "where can I find my tickets," and "Is there somewhere to stay nearby." F1 fans often ask these types of questions before the Formula 1 Heineken Dutch Grand Prix.

Generative AI chatGPT blog about new updates
Jun 22, 2023 • Conversational AI's next steps into Generative AI: upcoming releases for 2023

The market for generative AI has experienced significant growth, with over $14.8 billion of venture capital invested in startups building their products on Large Language Models like OpenAI’s ChatGPT and other generative AI tools. The space is booming, evident from the high number of website domain registrations in the field every week. The key challenge for most companies is to find out what will propel their businesses moving forward.

Jun 12, 2023 • WhatsApp

How to use WhatsApp for tracking and order updates

Even the most easy-going among us can get a bit nervous if we need clarification on what's going on with our order. We've all been there, combing through our emails from the past month, searching for payment confirmation, or fretting about whether our product has accidentally been shipped three-quarters of the way around the world to an unknown location, never to be seen again.

Jun 05, 2023 • Customer Experience

How to get more return from your existing customer base

According to research, selling to an existing customer is at least five times less expensive than acquiring a new customer. And, according to eCommerce platform BigCommerce, the top 10% of your current customers spend three times more than the rest of your customers combined. Yet, many retail and eCommerce businesses still prioritise acquisition over retention.

Is this region a better fit for you?
close icon