{"id":608,"date":"2021-03-22T19:39:00","date_gmt":"2023-06-06T19:39:34","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=608"},"modified":"2023-06-19T04:41:32","modified_gmt":"2023-06-19T04:41:32","slug":"hyper-personalisation-customer-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/hyper-personalisation-customer-experience\/","title":{"rendered":"Why Hyper-Personalisation Is the Future of Customer Experience"},"content":{"rendered":"\n

Jess O’Reilly is Area Vice President, Sales, ASEAN, at Salesforce. She discusses the shift from personalisation to hyper-personalisation, when it comes to delivering great customer experiences. More from Jess here<\/a><\/i>.<\/p>\n\n\n\n

Let\u2019s begin with what we know. <\/p>\n\n\n\n

We know that customer experience is king. According to the 2020 State of Connected Customer report<\/a>, almost 80% of B2C consumers say the experience a company provides is as important as its products or services. That number increases to 85% in the B2B sector. <\/p>\n\n\n\n

We also know that personalisation is vital for creating positive customer experiences. More than half (53%) of customers say they feel an emotional connection to the brands they buy from the most.<\/p>\n\n\n\n

We see many companies across Asia already using integrated CRM platforms<\/a> and data insights to meet this demand. More than 60% of marketers have improved personalisation across channels, and 78% say their customer engagement is data driven.<\/a><\/p>\n\n\n\n

Hyper-personalisation versus personalisation<\/b><\/h2>\n\n\n\n

Hyper-personalisation is the next step forward.<\/p>\n\n\n\n

Personalisation had a macro impact on the customer experience. It changed how companies think about customer-centricity. Hyper-personalisation expands these learnings to help companies connect with customers in the micro moments.<\/p>\n\n\n\n

For example, personalisation may seek to deliver more relevant marketing content to a customer via their preferred communication channel. Hyper-personalisation seeks to hold a one-to-one conversation with each customer, across all channels.<\/p>\n\n\n\n

The road to hyper-personalisation<\/b><\/h2>\n\n\n\n

Customer data fuels hyper-personalisation. Companies must understand their customers\u2019 purchasing behaviour in order to anticipate their next need. But it\u2019s not enough to simply collect and store customer data. <\/p>\n\n\n\n

Companies must use data to create a complete 360-degree customer view that seamlessly integrates with legacy systems across the organisation<\/a>. This is known as a single source of truth, and it\u2019s vital to achieve hyper-personalisation. <\/p>\n\n\n\n

Zenyum is one company that has successfully implemented hyper-personalisation. After launching in Singapore in 2018, the smile cosmetics company rapidly expanded into Malaysia, Thailand, Hong Kong, and Vietnam.<\/p>\n\n\n\n

\u201cWe are targeting a huge market of 600 million people, but in the end, we still want to call every customer to guide them through their smile journey,\u201d says Julian Artop\u00e9, CEO of Zenyum.<\/p>\n\n\n\n

That is hyper-personalisation. To get there, the company turned to Salesforce and the Customer 360 platform to create a single source of truth. This enables Zenyum\u2019s Customer Success and Customer Care Executives to provide hyper-personalised customer journeys<\/a> as they move seamlessly between sales and service functions.<\/p>\n\n\n\n

\u201cThe data gathered through Salesforce helps us check in on every customer as they progress through their Zenyum journey, from the initial pre-assessment to the completion of their treatment,\u201d explains Muhammad Shafeeq, Head of Customer Success (Singapore & Malaysia) at Zenyum. <\/p>\n\n\n\n

\u201cEach customer receives highly personalised communication from their private Customer Success and Customer Care Executives, who can now lead them through their entire smile journey.\u201d<\/p>\n\n\n\n

How to scale hyper-personalisation<\/b><\/h2>\n\n\n\n

It\u2019s one thing to provide hyper-personalised journeys to a handful of customers. It\u2019s quite another to scale it across a customer base that spans multiple countries, languages, and demographics.<\/p>\n\n\n\n

A CRM system that is well-integrated with core operational systems can help. The various departments also need to be connected on the CRM, so that everyone shares a complete view of the customer. <\/p>\n\n\n\n

This was certainly a challenge Zenyum faced \u2014 and conquered. Artop\u00e9 explains that the company\u2019s legacy customer relationship management (CRM) software was failing to provide the data insights that enable hyper-personalisation.<\/p>\n\n\n\n

\u201cOur system could only give us a basic overview of the total funnel size,\u201d he says. \u201cAt the same time, we forced our customers into our channels instead of enabling them to communicate with us however they would like to.\u201d<\/p>\n\n\n\n

Customer 360 changed this. Zenyum used it to create an integrated personalisation pipeline. This enables the company\u2019s Customer Success and Customer Care Executives to engage with customers on a one-to-one basis across all communication channels and throughout all stages of the customer journey.<\/p>\n\n\n\n

\u201cWe needed better reporting options that would allow us to dive deeper into the data and better understand our customers across the seven markets that we are operating in,\u201d Artop\u00e9 explains. \u201cSalesforce enabled us to create a smoother Zenyum journey and connect more personally with our customers.\u201d<\/p>\n\n\n\n

The hyper-personalisation imperative<\/b><\/h2>\n\n\n\n

The need for a single view of the customer may not be news to many companies. According to a Forrester research report<\/a>, 80% of companies say they would gain from a CRM that provides a single source of truth. Yet, only 25% of companies currently have this capacity.<\/p>\n\n\n\n

Customer experience in the future will be hyper-personalised. Without a CRM as a single source of truth, it is difficult for businesses to create hyper-personalised customer experiences. To get started on your hyper-personalisation journey, tune into our Customer 360 webinar on demand<\/a>, or read more about the Customer 360 platform<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Customer experience in the future will be hyper-personalised. Learn how companies like Zenyum are delivering 1-to-1 experiences at scale.<\/p>\n","protected":false},"author":1,"featured_media":607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"3d26d29c5e634665bce682f40f6af5c7","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[28,93,39],"sf_content_type":[],"coauthors":[104],"class_list":["post-608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-experience","sf_topic-personalization","sf_topic-trailblazer-story"],"yoast_head":"\nWhy Hyper-Personalisation Is the Future of Customer Experience - Salesforce<\/title>\n<meta name=\"description\" content=\"Customer experience in the future will be hyper-personalised. 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