Every morning, whenever we open our phone mailbox or text box, we receive plenty of ads, emails, and notifications. Hundreds of emails and notifications capture only a little attention and thus pose a critical challenge for the business.
So, the best answer to deal with such a critical challenge is “Hyper-Personalisation,” which combines AI, Data Analysis, and Business intelligence or AI + Data + CRM. Now, it brings a unique experience to every individual.
But what is your take on Hyper-Personalisation? Is it just about adding a name to the image or something else? Well, it is more than that – uses big data, predictive analysis, and machine learning – so that customers’ behavior and needs can be understood – plus, offers content, and solutions can be developed in real-time. Thanks to Salesforce Solutions.
So, it is just a brief – we need to dig deeper to understand the concept of hyper-personalization, why it is important for business, and how it can be integrated into business.
What is Hyper-Personalization?
Have you ever thought about the personalized names on an image while opening a mail or offer? Well, it is because of hyper-personalization as it combines consumer data, automation, and advanced algorithms. It is something that resonates with the digital world through user profiling and data-driven insights to bring a completely personalized feel – so, yes we can say that hyper-personalization is a result of Salesforce Cloud Trio Success (Loyalty Management, Salesforce Marketing Cloud Engagement & Data Cloud). So, here are a few examples of it that we encounter on a day-to-day basis:
- Binge Netflix or any other entertainment app and get suggestions from your view history as well as getting ads that resonate with your previous search
- Retail brands suggest clothing based on your previous history or recent browsing experience.
- Want to travel and get personalized offers and recommendations for a particular place?
So, hyper-personalization is a mixture of behavior data, contextual data, social data, and transactional data. When a business combines all of these – it will bring a relevant, intuitive, and effortless experience. Say Thanks to Salesforce Cloud for bringing such solutions.
“Do you want to win the modern world game? Well, if yes, you must draw a hyper-personalisation so that you can predict customers, bring a personalised customer journey and bring the most relevant content for your audience.”
Why Do We Need Hyper-Personalisation?
The market is so competitive and everyone is giving a tough edge to each other. It hardly matters, in which industry you are from – the sole thing that matters is customers and how they perceive you. Hyper-personalization is a strategic move so that companies can:
Know Customers Experience
Customers are kings of the market and now expect more than a generic message. Every user wants a special preference from the brand based on their past history before even asking. Say Thanks to AI like Einstein AI and Agentforce, which are helping to analyse a vast amount of data and suggest what product best suits the user.
Do Things in Real-Time
AI or Agentforce making things happen. Artificial Intelligence with time enables businesses to bring and deliver hyper-personalisation in real-time and act as per user behavior. AI is not limited to something specific but every time works on broader concepts such as analyzing interactions, preferences, and recommendations and offers what fits best for a user.
Make Every Interaction Count with Customer Journey
The best part of personalisation is customer journey. Salesforce Marketing Cloud enable you to understand every step of your user from start to end.
Based on the user journey, customers are getting offers and businesses are tailoring emails, website content, and ads to individual preferences. AI is bringing a fine tune at every step so that users feel precious and more valued.
Bring AI to the Real World
Every customer wants a priority solution, and thus, now it is possible to bring a conversation to the forefront. Say Thanks to Agentforce as this AI-powered assistant, or you can say Salesforce Solution adds personalization by checking through past conversations, understanding the user and their context, and providing prompt responses.
If you want to know about Agentforce in its entirety, delve into our Agentforce by Salesforce blogs.
Do More with AI
Marketing Cloud adds so much functionality to your business. You can create more personalized content like landing pages, and product descriptions, run and manage campaigns, and creative as per user preference and behaviour with Artificial Intelligence.
Also, AI tests various things and ensures smart A/B testing to optimize the experience. This would help in ensuring what works best for the customer.
How to implement hyper-personalization in your business?
Till now, we have expanded our learning on hyper-personalisation but now we need to know its implementation. You might feel it is a hard thing to do but it’s not. Salesforce Solutions like marketing cloud, einstein AI, and agent force make it possible. So, here are the ways to implement hyper-personalization in your business:
Tip 1: Centralizing Data is a First Tip
Break down all silos and bring data with a single unified view. This can be done with the help of Salesforce Data Cloud as it brings a single source of truth and enables you to react with the data that match the profile. With Salesforce Data Cloud, you can easily merge behavioral, transactional, and contextual data which works as a way to hyper-personalisation.
If you want to know more about Salesforce Data Cloud, please read our series on ‘Salesforce Data Cloud” or “Everything You Should Know About Data Cloud”.
Tip 2: AI & Automation is New Normal
Using Einstein AI and Data Cloud enables business to process vast amounts and predict what should the next step. In this, predictive analytics plays a crucial role as it enables future businesses to know the customer preferences based on their history and by using automation, trigger send – brands can bring the right offer to the right audience.
Tip 3: Refine Your Customer Segment
Every user is different and every customer wants to build a long-lasting but different relationship with the brand. Thus, using a single common strategy for every buyer would not work. Brands are becoming more specific with their strategies to drive engagement and results. Here are a few things that work best for different buyers like Marketing AI – Now it’s high time to make your marketing smart with Salesforce Marketing Cloud Engagement:
- For first-time buyers, you need to provide a welcome offer with the most advanced information about the brand and product. This will enable first-time purchases. The process triggered emails with Salesforce Marketing Cloud whenever a new user registers with your brand.
- Most of the time, people just add products to their cart and forget them. Here, you need to stay in touch with the customer and send them a follow-up email. This can also include some exciting offers to make the final purchase.
- There are few buyers who interact with the product but do not proceed with the final purchase. Such users are going to be added by providing offers or making them use the product for free. This will help in converting their interest.
These are just a few ones, and there are a lot more kinds of buyers out there. Being a great marketer, it is your responsibility to understand every segment and influence their buying behavior.
Tip 4: Prioritize Data and Dynamic Content
Building trust is the foremost thing when you become a global brand. People share their information to get dynamic and personalized content but not to make money through their data. So, be transparent with your customers and let them know about your data collection policy.
Now, if you have data, make sure to use it to make every interaction personalized. So, be ready with such plans.
Hyper-Personalization is Everything
When we are talking about marketing, sales, and customer service strategy, hyper-personalisation takes the hotspot. This is a kind of Salesforce Solution considered under the Salesforce marketing cloud so that businesses can retrieve maximum from it.
With tools like Agentforce, Einstein, automation, and many more – Salesforce is changing the shape of future business. Act now and bring the best from your customers. Hyper-personalization is not just a strategy but is considered a cornerstone of success.
