Brands regularly ask themselves (or rather, their marketing team) how to engage with clients to maximum effect and deliver the best customer experience possible, simultaneously boosting customer satisfaction, improving brand loyalty and increasing sales. First reaction would be: it is a daydream.
But is it really today?
The term “personalisation” has always played a chief role in the marketing field; in the last few years, to personalise has probably been the most powerful weapon to win customers’ attention over your competitors. But what if “personalisation” can become more than this? How could it affect your business?
If you are currently wondering whether there is an answer to these interrogatives, we are here to tell you there is and it is called Hyper-Personalisation.
Hyper-personalisation goes further than segmentation
As said, the art of personalising products and services to meet clients’ needs and wants is no news. In fact, segmentation has always been a rather common marketing strategy, shared by a large majority of firms. However, driving customer engagement has never been more complex than today. We live in an increasingly digitally-connected world and we have multiple personal devices and channels available for us.
In other words, the advent of Digital Era led customers and their expectations to change and evolve day after day, making organisations fully aware that the best direction to take in order to keep customers’ attention alive is towards the implementation of highly customised communication tactics and experiences.
We all know traditionally a segmentation strategy operates by subdividing groups customers into segments based on broad characteristics or even on shared likes, dislikes, and activities. Hyper-personalisation represents a paradigm shift in the marketing industry, employing the variety of data to track tiny differences, and target customers at the individual level.
Indeed, a Hyper-personalisation strategy goes beyond mere segmentation; it does not organise customers into groups segments, but it turns each customer into a segment of one.
So, although it is true that investing in segmentation is still a great marketing approach, it could end up not being enough today; hence why Hyper-personalisation rests upon the collection of real-time customers’ behavioural data, analytics, AI, and automation with the ultimate purpose to tailor products, services and experiences according to their extremely distinctive and deeply personal wants and needs.
Result will be a more insightful profiling, empowering brands to not just compete to gain customers’ attention, but to conquer their long-term trust.
This way, the first step to reach your client on his customer journey will be sending highly and properly personalised communications at the time, place and across the channel that is best for him, attract with personalised webpages and captivating pricing and then provide personalised services after the purchase.
If the ultimate goal is to build personalised relationships that last and gradually toughen up, together with encouraging customer loyalty towards your brand, we can assume the more personalised a service, a product, an experience is, the stronger client relationships become. And the stronger client relationships become, the more organisations will be able to compete in today’s increasingly crowded digital marketing environment.