Transformation is crucial

kolija3433@gmai

Jess O'Reilly is Salesforce's Regional Vice President of ASEAN Sales. She discusses the shift from personalization to hyper-personalization in delivering exceptional customer experiences. More from Jesse here.

Let's start with what we know.

We know customer experience is king. According to the 2020 State of the Connected Bank User Number Data Customer Report, nearly 80% of B2C consumers say the experience a company provides is as important as its product or service. In the B2B world, this number increases to 85%.

We also know that personalization is critical to creating a positive customer experience. More than half (53%) of customers say they feel an emotional connection to the brands they purchase most often.

We see many companies in Asia already using integrated CRM platforms and data insights to meet this need. More than 60% of marketers have improved personalization across channels, and 78% say their customer engagement is data-driven.




Hyper-personalization vs. personalization
Hyper-personalization is the next step forward.

Personalization has a macro impact on customer experience. It changes the way companies think about customer centricity. Hyper-personalization extends this knowledge and helps companies connect with customers in micro-moments.

For example, personalization may seek to deliver more relevant marketing content to customers through their preferred communication channels. Hyper-personalization aims to have a one-on-one conversation with every customer across all channels.

The road to hyper-personalization
Customer data drives hyper-personalization. Companies must understand their customers' buying behavior in order to predict their next needs. But simply collecting and storing customer data isn’t enough.

Companies must use data to create a complete 360-degree view of the customer, integrating seamlessly with legacy systems across the organization. This is called a single source of truth and is critical to achieving hyper-personalization.

Zenyum is a company that has successfully implemented hyper-personalization. After launching in Singapore in 2018, the smile cosmetics company quickly expanded to Malaysia, Thailand, Hong Kong and Vietnam.

"We're targeting a huge market of 600 million people, but ultimately we still want to call every customer and guide them through their smile journey," Zenyum CEO Julian Artopé said.