The latest in-thing these days is hyper-personalisation, marketers have now found a great way to increase sales and relevance to customers.

AI and machine learning are increasingly helping marketers to identify what is the next likely communication the customer should receive based on their last one. Putting large amounts of transactions of thousands and even hundreds of thousands customers, the computers are generating the next best communication and next best offer that customer’s are most likely to respond to.

Relevance scores of the communication are good and the customers like what they receive, incremental sales and campaign performance are good.

In todays world of AI and digital, the hyer-personalisation needs a matching impetus also in the customer services area. A customers’ relationship or loyalty is tested not when all is well but when things go wrong and the experience in the service recovery.

Customer services and chat bots need more understanding of what the real issues are and why the complaint exists. Complaints happen because of a deviation from normal processes. To help resolve issues to the customer’s satisfaction it is important to analyse the reason for deviations. The reason is that customer service issues are a deviation to the normal cases, they are the exception to the rule.

A Hyper-personalised customer strategy and culture goes beyond hyper personalised communication, hyper-personalised experiences and customer services – it extends to product and service design, deep understanding of customer behaviour, a people culture, and dealing with customised process handling.