{"id":9,"date":"2023-06-09T15:31:00","date_gmt":"2023-10-18T15:31:06","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=9"},"modified":"2023-10-18T17:35:21","modified_gmt":"2023-10-18T17:35:21","slug":"how-to-hyper-personalize-the-customer-journey","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-to-hyper-personalize-the-customer-journey\/","title":{"rendered":"How To Hyper-Personalize The Customer Journey"},"content":{"rendered":"\n

You\u2019ve segmented your customers by age, occupation, geography and even the degree of business they bring your brand\u2019s way.<\/p>\n

Now imagine sitting down with a random customer and showing them the segment where their profile sits.<\/p>\n

\u201cI guess that makes sense,\u201d they might say. \u201cBut there\u2019s more to who I am than that.\u201d<\/p>\n

And of course they would be right. People are multi-faceted. A person may identify as a parent, but also sees themselves as a social justice activist because of the time they spend volunteering. Another customer might be a senior citizen but is still highly active in sports and enjoys the latest Marvel blockbuster as much as a Gen Z person.<\/p>\n

Just because someone\u2019s currently in the \u201crepeat customer\u201d segment, meanwhile, they may be thinking more carefully about future purchases and won\u2019t necessarily stay loyal to your brand for much longer.<\/p>\n

Segmentation is a tried-and-true approach to improving the way brands market to their customers, but it only gets you so far. The future is in hyper-personalization \u2013 where you leverage a combination of automation, artificial intelligence (AI) and data to create highly contextualized messages to specific customers<\/a>.<\/p>\n

Hyper-personalization goes a step beyond segmentation, which relies on broad trends around how customers have liked or acted upon a brand\u2019s marketing content, and data from third-party cookies.<\/a><\/p>\n

Companies often reach a plateau with segmentation because it is usually built into the early stages of campaign planning. Using hyper-personalization, on the other hand, becomes deeply woven into every interaction a brand has with each unique customer at every stage of their journey. This includes when they make a purchase, when they seek out service or support and when it\u2019s time to re-engage them.<\/p>\n

In the fifth edition of Salesforce\u2019s State of the Connected Customer<\/a>, 56 per cent of customers said they expect all offers to be personalized. As more brands become well-versed in hyper- personalization across the customer journey, those expectations will rise even higher.<\/p>\n

The road to hyper-personalization begins with taking better control of all your customer data. Using a platform like <\/a>Customer 360<\/a>, for example, brands can bring everything they need to know about each customer into a single unified view.<\/p>\n

At that point, it\u2019s a matter of taking the rules-based segmentation you\u2019ve done up until now and begin using AI to recommend how individuals are behaving, the best way to optimize their omni-channel path and hyper-personalize every form of communication. This includes:<\/p>\n

Customize advertising to reflect individual interests and needs<\/b><\/h3>\n

Brands tend to think of ads as a mass media form of marketing, but with good data they don\u2019t have to be. Instead, marketers can serve up ads that speak directly to a customer\u2019s favourite products and services or even include call-outs, such as their names. This shows the customer there\u2019s a reason they\u2019re seeing the ad online \u2013 and that there\u2019s probably an equally good reason to click through and learn more.<\/p>\n

Design landing pages aimed at an audience of one<\/b><\/h3>\n

Though they sometimes seem to have a similar purpose, landing pages should be much more than the digital equivalent of a brochure. They should immediately welcome customers into an environment where they feel recognized. You can do this by displaying offers and pricing that reflect the geography where they\u2019re based, offers based on what they\u2019ve viewed on your site and options to let them reconfigure what\u2019s being shown based on their own preferences.<\/p>\n

Price and promote based on a person vs. a campaign<\/b><\/h3>\n

Running a 10% sale to attract young women is a segmentation strategy. Hyper personalization means you use AI to develop an offer for an individual (Let\u2019s call them Brian). You might offer a bigger discount because Brian is one of your most frequent shoppers or is a high spender. You might also use AI to recommend accessories Brian has never noticed on your site before. You could even set a timeline for a promotion or offer based on Brian\u2019s typical habits when he spends with your brand.<\/p>\n

Fill in the blanks on their behalf<\/b><\/h3>\n

Every moment of friction you put into a customer journey puts your conversions at risk. The one many brands overlook is when they expect customers to complete detailed online forms in order to place an order to sign up for a service. Automate this chore for your customers and have everything pre-populated when it comes time for them to take the next step. They\u2019ll thank you by taking it much faster.<\/p>\n

Send notifications that feel like they\u2019re coming from a personal shopper<\/b><\/h3>\n

A regular text message lets customers know when you\u2019re running a sale. A hyper personalized text message tells a specific customer about the status of their order, such as when it has been shipped. Notifications via e-mail or any other preferred channel should feel the same \u2013 as though they\u2019re only getting sent information that relates to who they are, what they like and when they would want to know.<\/p>\n

Reimagine what it\u2019s like to be rewarded<\/b><\/h3>\n

Lots of loyalty programs are based on collecting and redeeming points. Hyper personalization treats points as only one piece of the puzzle. Instead, you can use AI to develop rewards and incentives that show how much a brand understands \u2013 and appreciates \u2013 the relationship every one of their customers has developed with them.<\/p>\n

There was a time when hyper-personalization seemed like something only the biggest brands in the world could offer their customers. Thanks to advancements in digital technologies, however, companies of any size, and in almost any industry, can make the most of their data and provide the kind of journey that more customers will want to take \u2013 and keep taking.<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

Leverage data, AI, and automation to unlock the potential of hyper-personalization in the customer experience.<\/p>\n","protected":false},"author":1,"featured_media":11,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"565a66426e6644fda7c503f0f463da0d","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[2],"class_list":["post-9","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"\nHow To Hyper-Personalize The Customer Journey - Salesforce<\/title>\n<meta name=\"description\" content=\"Leverage data, AI, and automation to unlock the potential of hyper-personalization in the customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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