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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

Stakeholders Seek Data Governance for National Development

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Stakeholders in Nigeria’s data management space have stressed the need for the government, as well as businesses to deliberately harness available data for national development.

Ayodele Bakare, the head of the National Development Division at the National Information Technology Development Agency (NITDA), speaking at the data governance conference in Abuja, said that as a country it was time for Nigeria to leverage data as a means to social and economic prosperity.

He explained that to be able to maximise the value of data, organisations must possess a data governance structure, which is a subset of data management. This, he said includes knowing the right methodology to gather data, clean it up, storing, processing, data protection, transmission and most importantly to be able to derive knowledge and intelligence from it.

“If Nigerians can effectively manage its data, then definitely, more investment will come to Nigeria. And again, if you’re looking at investment, you need to have the right strategy to manage your data to ensure that you can be innovative and also be creative.

“So once you have that in place, then definitely you will have more investment pouring into the country. Good decisions must be data driven, must be sufficient and must be accurate, with the right technology to mine knowledge from such data,” he said.

The conference themed: ‘Harnessing Data Governance for National and Regional Development’ was organised by the Centre for the Study of the Economies of Africa (CSEA) in collaboration with the Nigeria Data Protection Commission (NDPC), the African University of Science and Technology (AUST) and Baze University.

In his remarks, Adedeji Adeniran, the Director of Research, at CSEA, noted that as a continent, Africa has missed out on past industrial revolutions, adding that how available data is processed including Artificial Intelligence (AI), will shape the next industrial revolution.

He said, “And if Africa will benefit from this industrialisation, one very critical thing is we need to be part of that global value chain. We can’t just be consumers, we need to be part of the producers.

“And for you to be a part of the producers group, you actually need to be creating something. And that really sets out an enabling environment for data and data innovations. That’s why data governance is critical.”

For Fatima Sani, Legal Officer, Strategy, Partnerships and Communications Department of the NDPC, Nigeria in 2023 enacted the Data Protection Act to ensure that data are protected, adding that one key aspect of data governance is data security and data privacy.

The NDPC, according to her had recently launched a strategic roadmap and action plan that identified five key pillars ranging from governance, human capacity development, collaboration and cooperation, funding and sustainability, ecosystem and technology.

“We have licensed data protection compliance organisations. We have just launched a national certification process. Notably, we are a member of the Global Privacy Assembly, which is made up of 130 data protection authorities worldwide. We are also a member of the Network of African Data Protection Authorities in Africa,” she added.


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E-Business

Gemini’s Big Upgrade: Faster Responses with 1.5 Flash, Expanded Access and More

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By Amar Subramanya, VP of Engineering, Gemini

Every day, we learn about how people are using Gemini to be more productive, creative and curious. And with today’s update, Gemini is getting better at helping you accomplish those tasks in ways that work best for you.

You can now access 1.5 Flash in the unpaid version of Gemini for faster and more helpful responses. Plus, we’re introducing a new feature to further address hallucinations, and expanding our Gemini for Teens experience and mobile app to more places.

Faster, smarter responses with 1.5 Flash

We’ve heard that one of the main reasons people enjoy using Gemini is because it saves time. Whether you’re using Gemini to write a compelling email or debug tricky code, it’s important to get fast, high-quality responses.

Today we’re upgrading our free-tier experience to Gemini 1.5 Flash for quicker and more helpful responses. With Gemini 1.5 Flash, you’ll notice across-the-board improvements in quality and latency, with especially noticeable improvements in reasoning and image understanding. And just like we greatly expanded the context window of Gemini Advanced, we’re quadrupling Gemini’s to 32K tokens. That means you can have longer back-and-forth conversations and ask Gemini more complex questions — all free of charge.

To get the most out of the larger context window, we’ll soon add the ability to upload files via Google Drive or directly from your device, which has been available in Gemini Advanced. That means you’ll be able to do things like upload your economics study guide and ask Gemini to create practice questions. Gemini will also soon be able to analyze data files for you, allowing you to uncover insights and visualize them through charts and graphics.

Gemini 1.5 Flash is now available to all Gemini users on both web and mobile, in 40 languages and over 230 countries and territories.

Related content within Gemini’s responses

We’ve also heard that people enjoy exploring new topics with Gemini as their go-to research partner. So we’re now displaying links to related content for fact-seeking prompts in Gemini – continuing our work to reduce hallucinations and making it easier to explore websites that help you learn more.

Starting today for English language prompts in certain countries, you can access this additional information on topics directly within Gemini’s responses. Just click on the chip at the end of a paragraph to see websites where you can dive deeper on a certain topic. This isn’t limited to websites: If Gemini’s response references information found using the Gmail extension, you’ll also see inline links to relevant emails.

This also builds on our work to combat hallucinations. In addition to related content links, Gemini’s double-check feature verifies responses by using Google Search to highlight which statements are corroborated or contradicted on the web. For information that is contradicted, you can easily dive deeper to verify the information yourself.

Gemini features in more places

Earlier this year, we introduced the ability to chat with Gemini directly in Google Messages on select Android devices. Starting today, we’re gradually rolling out Gemini in Google Messages to the European Economic Area (EEA), UK and Switzerland, with the ability to chat in newly added languages like French, Polish and Spanish. Click the “Start chat” button in Messages and select Gemini to start brainstorming ideas, plan trips and more — all without leaving the Google Messages app.

We’re also rolling out the Gemini mobile app to more countries, so more people around the world can get help from Gemini on the go.

Expanded access to Gemini for teens

In the coming week, we’ll expand Gemini access to teenagers globally, in over 40 languages. Teens who meet the minimum age requirement to manage their own Google Account will be able to access Gemini to do things like better understand school subjects, prepare for university or get help with creative projects.

We want to create opportunities for teens to benefit from all generative AI has to offer and prepare them for a future where AI will play an even more central role — all while prioritizing safety and meeting their developmental needs. To help them navigate Gemini confidently and safely, we’ve put additional policies and safeguards in place, introduced a teen-specific onboarding process, and included an AI literacy guide to help teens use AI responsibly. We’ve also partnered with child safety and development experts, including MediaSmarts (CA), Miudos Seguros na Net (PT), and Fad Juventud (ES), who continue to provide expertise on meeting the unique needs of teens and families.

How we responsibly design Gemini

Gemini’s development has always been guided by a commitment to responsibility and user safety. As it continues to evolve, we’re sharing more about how we design Gemini and intend for it to respond. You can now read about our approach to Gemini, plus more details about our policy guidelines to better understand how we’re navigating complex and sensitive topics, including responses to topics related to public interest issues, and political, religious or moral beliefs. These guidelines, grounded in our AI Principles, reflect our ongoing commitment to developing this technology responsibly and transparently.

Look out for more Gemini news coming at Made by Google. In the meantime, start chatting with Gemini today to try out these updates.


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Cofinity, African Data Centre Providers Ink Partnership Deals

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Cofinity Group, which has been in the data center market for over 15 years, has signed strategic channel partnership agreements with Africa’s largest data centre operators.

Cofinity, African Data Centre Providers Ink Partnership Deals

Ayotunde Coker, chairman of the Africa Data Centres Association,

According to the firm, these include PAIX Data Centres, Rack Centre, Raxio, and Digital Realty, which includes Digital Realty’s African subsidiaries iColo, Teraco, and Digital Realty Nigeria.

Cofinity said these data centre providers operate in 11 countries and account for more than 75% of Sub-Saharan Africa’s GDP.

According to the company, the rate of technological adoption and digitisation in Africa is growing, necessitating the need for highly secure data centre facilities with reliable levels of power availability, redundancy, and connectivity.

“We have had the privilege of working with the leading data center providers in Africa and we are confident that enterprises will benefit from our deep knowledge and streamlined commercial processes,” said Ray Lawless, president of Cofinity Group Inc.

Ayotunde Coker, chairman of the Africa Data Centres Association, commented: “Cofinity Group’s initiative is further evidence of the surging demand in Africa for the services of data center companies.

“We welcome Cofinity Group Inc’s role in bringing together key sectors, such as Fintech, with data center providers in Africa, continuing the transformation of Africa’s digital infrastructure and accelerating economic growth.”

In a statement, Cofinity pointed out that its extensive experience in various markets, as well as close relationships with these data centre operators, provides an opportunity to assist enterprises looking to migrate to a quality colocation data centre solution in Africa.

 

 

 


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