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Unleashing the Power of Hyper-Personalisation can Elevate CX through Tailored Engagement

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By Boris Maric, Senior Customer Growth Executive at Infobip

Hyper-personalisation has revolutionised customer engagement by tailoring experiences through data analysis and thus enhancing the Customer Experience (CX) – from in-store to in-app – by enabling retailers to create immersive encounters aligned with preferences.

Boris Maric_Senior Customer Growth Executive-Infobip

Boris Maric_Senior Customer Growth Executive-Infobip

However, despite market research showing that well-suited messages can make or break a brand’s image, with more than 60% of surveyed online shoppers stating that brands delivering non-personalised content would lose their loyalty, only a small percentage of retailers currently use hyper-personalisation at all.

Thus, with the shopping season about to come into full swing with Black Friday next month and the festive season thereafter, many retailers should strongly consider moving away from one-way bulk communications, such as SMS, to promote their deals.

Understanding the behavioural patterns of customers is key to creating an engaging retail experience, whether in-store or in-app. For example, for customers using an ecommerce app, retailers can leverage past purchases and preferences to navigate the user to a specific product page that might be of interest to them.

Similarly, for in-store engagement, brands can use geolocation and trigger a welcome message once a customer has engaged with the store in some way, and then guide them to relevant promotions and discounts based on history and the preference that they selected while browsing the retailer’s website or the app.

Triggering actions

To achieve real hyper-personalisation, retailers must ensure that they tailor all product recommendations and promotions to specific customers’ preferences and needs, with the goal of triggering certain actions by the consumer.

Retailers should consider deploying a Customer Data Platform (CDP), which should serve as the cornerstone of hyper-personalisation by centralising customer data and analysing customer behaviour patterns. This allows organisations to develop an understanding of customer interaction history and allows them to tailor marketing campaigns that only include the products based on past purchases or those the end user has expressed interest in.

Essentially, a CDP allows retailers to easily segment its customer base and preferences, enabling it to trigger actions and push effective promotional campaigns using any type of channel that is preferred by the end user customer.

Technologies such as Artificial Intelligence (AI) and Machine Learning (ML) have also emerged, playing a crucial role in driving hyper-personalisation. A lot of advancement has been witnessed in the areas of AI and ML, especially in terms of AI-driven chatbots. AI has the capability to effectively analyse the vast volumes of data collected by retailers and recognise the patterns within this data.

Enhancing the entire CX

Ultimately, AI enables retailers to push the products that are of interest to the customer instead of just offering generic items. It is all about tailoring solutions to enhance the entire CX and thus retain and attract new customers.

However, there are several challenges that retailers should be aware of when implementing hyper-personalisation strategies – mostly revolving around data. While organisations are typically able to collect huge amounts of data about their customers, they have to ensure that they can effectively analyse it and use the insights to enhance the customer journey. Hence businesses must always ensure that the data they collect is accurate and that it gets updated regularly to ensure it remains current.

Hyper-personalisation has the potential to enhance customer loyalty by creating memorable experiences, and while different approaches and options exist, the success of a hyper-personalisation strategy will largely depend on a retailer’s ability to effectively use data to send out the right message, at the right time and via the right channel.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

E-Business

e-Governance Reform Saves Edo State N60Bn

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Donatus Ojiefoh, Edo State Commissioner of Mines and Energy, has said Mr Godwin Obaseki, state governor, e-governance in the state civil service sector has saved the sum of N60 billion, an amount that would have been expended in the procurement of office stationery.

Ojiefoh in an interview with newsmen in Benin City also disclosed that the state government reforms in the electricity and the solid mineral sectors have repositioned the state as one of the most businesses friendly in Nigeria.

He noted that sustaining the state government reforms and achievements, voters in the forthcoming September 21st governorship election should not make the mistake of voting for a candidate that lacks understanding in investment and development.

He said harnessing maximally the abundant mineral resources, the state government has registered the Edo State Mining and Investment Company and has obtained 40 mining licenses adding that government reforms put in place has continued to yield positive results.

“If Obaseki was the governor before now Edo state would have been one of the richest states in the federation. It is crystal clear that the next governor that is coming must be able to match Obaseki’s shoes, somebody who understands the investment and development status of the state at the moment.

“Edo state is ten years ahead of other states apart from Lagos. Edo has put over 20 million files into the e-governance structure since the state was created and is the only state operating 100 per cent e-governance thereby the delay and bureaucracy in governance is over.

“Obaseki has saved over N60 billion for Edo State just on office stationery alone. Whatever paper you see in my office are external papers or files. It takes a man with a potent brain that understands saving system to achieve that and we are the only state in Nigeria that has completely moved from analogue to digital.”


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E-Business

Scammers Target Facebook Business Accounts using Meta’s Infrastructure and Branding

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Kaspersky has discovered a new phishing scheme targeting Facebook business accounts, using legitimate Facebook infrastructure to send deceptive emails with threats of account suspension.

Cybercriminals have devised a method to use authentic Facebook functions to send fake suspension warnings to business accounts. These emails, originating from Facebook, contain alarming messages such as “24 Hours Left to Request Review. See Why”.

Clicking the email link leads to a genuine Facebook page displaying a similar warning. After that, a user is redirected to a phishing site disguised with Meta branding, reducing the time to resolve the issue from 24 to 12 hours. Finally, the phishing site initially asks for innocuous information, followed by a request for the account’s email, or phone number and password.

The attackers utilise compromised Facebook accounts to send these notifications. They change the account name to a threatening message and the profile picture to an exclamation mark, after which they create posts mentioning the targeted business accounts.

And because delivery is via the actual Facebook infrastructure, these notifications are guaranteed to reach their intended recipients.

“Even notifications that appear legitimate and come from a trusted source such as Facebook can be deceptive. It’s crucial to carefully examine the links you are prompted to follow, especially when it involves entering data or making payments. This can make a significant difference in protecting your business accounts from phishing attacks,” comments Andrey Kovtun, a security expert at Kaspersky.

 


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E-Business

Lagos State Government, Interswitch Group Sign MoU Smart Health Information Platform

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The Lagos State Government has officially signed a concession agreement with one of Africa’s leading integrated technology enablers, Interswitch, through its Healthtech subsidiary, Interswitch eClat, to develop and manage the Lagos Smart Health Information Platform (LAGSHIP).

Nigeria’s healthcare industry remains grossly underfunded with several other challenges, lacking a truly national/integrated framework for healthcare service delivery due to fragmentation among health stakeholders.

A recent report from Knight Frank estimates Nigeria would require about $82 billion of investment in health-care assets to reach the global average. Healthcare institutions continue to struggle with daily operations due to a myriad of constraints and process inefficiencies.

The foregoing is the backdrop against which this latest public-private partnership milestone championed by the Lagos State Government is being launched with a view to positioning Lagos, Nigeria’s largest economic hub as a model for sub-nationals in strategic healthcare delivery interventions.

The Executive Governor of Lagos State, H.E. Babajide Olusola Sanwoolu highlighted the significance of the Lagos State Smart Health Information Platform Project as one unprecedented in Nigeria till date.

The Governor, in his remarks asserted that “The signing of the Concession Agreement between the Lagos State Government and Interswitch for the implementation of the Smart Health Information Platform (SHIP) is a ground-breaking development which signifies the start of a comprehensive technological overhaul in Lagos State’s health sector, aimed at enhancing residents’ access to healthcare services.”

Governor Sanwoolu further remarked that “I believe that this platform represents a significant and innovative approach to utilizing technology for accessing health information. It is poised to deliver numerous benefits and eliminate payment barriers, thereby encouraging citizens to actively engage with the process.”

Capitalizing on over 2 decades of experience and strategic expertise digitizing transactions and aggregating technology platforms across Africa, by virtue of this concession, Interswitch will support the State Government in securely leveraging data harnessed from electronic medical records deployed across all hospitals (public and private) and allied locations within the industry value chain, to create enhanced experiences for all stakeholders, from administrators to medical personnel, patients, as well as for better planning and policy-making, ultimately.

The strategic objective is to address gaps within the healthcare delivery system by creating an ecosystem that facilitates deeper connections between stakeholders and essentially addressing fragmentation by connecting patients to doctors, practices to public offices and patients to their medical data, thereby solving the operational problems of hospitals and healthcare providers through the robust over-arching technology infrastructure that LAGOS-SHIP represents.

Commenting after the signing ceremony, which was jointly signed by the Honourable Commissioner for Health, Dr. Akin Abayomi and the Special Adviser to The Governor on Public-Private Partnerships (PPPs), Mrs. Bukola Odoe, and witnessed by the Executive Governor and selected members of the Lagos State Executive Council at the State House, Marina, Mitchell Elegbe, Founder and Group Managing Director/Chief Executive Officer of Interswitch, remarked:

“22 years ago, we set out with a clear vision to solve social problems in Nigeria, starting by digitizing the use of cash, making it available to Nigerians just-in-time. Today, despite the incremental efforts of Interswitch and other players over the years, digital payments are estimated to be still less than 20% of total transactions in the economy.

This realization suggests that there is tremendous value, financial and otherwise, locked up in sectors and areas where government is a key player, particularly in the aspects of healthcare, transportation, and other basic social services.

This vision we had from the outset underpinned our acquisition of eClat Healthcare 5 years ago, and initiatives such as Lagos-SHIP are unfolding strategic interventions along that transformational roadmap.

We are highly delighted that after a rigorous selection process, the Lagos State Government has deemed it fit to partner with us at the Interswitch Group on this epoch-making journey to digitize the healthcare system, uniting disparate elements into one holistic platform that creates value and enhances the experience of all stakeholders, just like we’ve done in the sphere of financial services, leveraging technology.”

Also speaking at the signing ceremony, Managing Director for Interswitch eClat, Interswitch’s Healthtech Venture, Dr. Wallace Ogufere opined that the Lagos State Government’s pioneering initiative in the form of LAGOS-SHIP is significant in terms of advancing the outlook for Healthcare Management and Administration in a frontier-market such as Nigeria, and moving closer to what obtains in developed economies.

In his words “The go-live of the Lagos Smart Health Information Platform will significantly close many identified gaps in electronic medical records management, essentially addressing long-standing constraints including process inefficiencies, limited transparency and inadequacy of necessary tools and supplies, among other challenges.”

This partnership between the Lagos State Government and Interswitch represents a unique model for public-private partnership in the healthcare delivery space, and one which is expected to be a veritable reference point for national and sub-national governments in Africa going forward.


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