To personalize a consumer experience, you must tailor interactions based on customer data such as demographics, purchase history and preferences. As customer expectations have evolved, so has the need for more sophisticated approaches. Enter hyper personalization.
While personalization might involve sending a targeted email based on past purchases, “hyper personalization” predicts future behavior and proactively engages customers at the optimal time and channel with immediate relevant content, offers or support. It is the perfectly timed offer that reflects a real-time understanding of an individual customer journey. The right message at the right time for that individual.
AI-driven personalization is visible in the strategies of industry leaders like Netflix, using AI to curate personalized content recommendations, ensuring that each customer’s homepage is uniquely tailored to their viewing habits. Similarly, Amazon leverages AI to provide product suggestions that align with a customer’s past and current shopping behavior, contributing to its reputation for delivering a seamless and “intuitive” shopping experience.
Spotify’s recommendation engine predicts what a customer might enjoy based on their listening habits, offering suggestions that match their previous selections. Similarly, location-based advertising can tailor messages to a customer’s immediate location, making each interaction timely and relevant. It’s the evolution in crafting customer experiences that are personal, immediate and uniquely attuned to the individual.
The transition from personalization to hyper personalization marks a shift from reactive to proactive engagement, where AI and journey orchestration work together to anticipate customer needs and deliver seamless, contextually relevant experiences across all touchpoints.
“Journey orchestration” optimizes the various touchpoints a customer encounters throughout their interactions with a brand. Rather than treating each interaction as isolated, journey orchestration views CX as a holistic journey where every touchpoint is interconnected – creating personalized experiences that are both relevant and seamlessly integrated.
When combined with AI, journey orchestration becomes even more powerful. AI adds a layer of intelligence that adapts to customer behaviors in real-time, ensuring that customers receive the right message or offer at the right time, regardless of the channel. Customer journey mapping plays a vital role in this process, serving as a blueprint for optimizing each stage of the customer’s interaction with the brand.
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Clark, Scott. Not Your Average CX: The Rise of Hyper-Personalized Experiences. CMSWire. August 23, 2024. https://www.cmswire.com/customer-experience/not-your-average-cx-the-rise-of-hyper-personalized-experiences