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Hyper-personalization is the necessity in the post-pandemic era, states IDC India

hyper-personalization

Are you taking advantage of customer data to provide a hyper-personalized experience for your customers? If not, you’re missing out on a powerful way to engage with them and build loyalty. By using data effectively, you can create a unique experience for each customer that meets their needs and exceeds their expectations. IDC recently released a report analyzing the role of real-time hyper-personalized engagement in improving user experience. We have summarized it for you. 

There is a high possibility that a good customer experience (CX) influences future purchase decisions. Hence, about 20% of the Indian organizations have given top priority to customer engagement and satisfaction, reveals IDC India Digital Transformation Survey, April 2022. 

“COVID-19 has had a significant impact on how brands interact with customers. Customer communications will need to be more proactive, consistent, and scalable. Hyper-personalization can serve the purpose of retaining more customers,” says Rithika Ponnala, Senior Market Analyst, Digital Transformation practices, IDC India. 

IDC

The increased digital interactions of people especially since the pandemic have resulted in a plethora of customer data being collected from various applications. Indian organizations can leverage this opportunity to offer “hyper-personalization” to their customers. 

Hyper-personalization involves using data, analytics, artificial intelligence, and automation to personalize the consumers in the most effective ways. Organizations can enhance their customer engagement and experience with increased personalization or hyper-personalization. 

“While the tsunami of data is overwhelming, it offers many great opportunities like increased efficiency to enhanced user experience. Organizations are attracting and holding users’ attention through personalized communication and customized experience and creating a hyper-personalized user experience,” says Neha Gupta, Senior Research Manager, IDC India. 

How to implement hyper-personalization? 

  • Break data silos: Consolidate all the data that is stored in different legacy locations so that it can be cleaned, analyzed, and put to use.
  • Make use of technologies: Use technologies like data integration tools, big data technologies, and Artificial intelligence/machine learning for realizing the value of structured and unstructured customer data.
  • CX Lead and CX dashboard: Once you have the data and related technologies in place, you need to focus on the key metrics that define your business. You can use a CX dashboard to track this data and make sure it is used effectively. For this, you’ll need a CX lead who can help you use the customer data.
  • Balance between personalization and privacy: Data privacy is holding back companies from investing in data-related technologies and practices. As India renews the laws governing data and privacy, organizations must prioritize hyper-personalization to maintain the balance between personalization and privacy.

Read next: Is proactive customer service doing more harm to your business than good?

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