When designing hyperpersonalized journeys, companies often overlook that this journey exists within a value chain: the system that creates, executes and delivers products and services. In this sense, when discussing hyperpersonalization and meeting expectations, creating an amazing experience is futile if the value chain does not align with the same concept. For instance, we could build an incredible product recommendation experience within a marketplace, but if the logistics process takes 35 days to deliver the product, customer loyalty will be lost, even with a standout experience. The perspective must be more holistic and comprehensive, recognizing the full value across the chain. The future of meeting expectations will require companies to adopt more subjective and emotional metrics, such as measuring trust, anxiety, and joy. The value lifecycle is becoming increasingly expansive and complex.

This may sound complicated, and it is. However, the benefits for companies that build a hyperpersonalized journey are significant, including strong contributions to customer acquisition, retention and loyalty. From a cost perspective, it is not about reduction, but rather an incredible optimization of CAC (investing smartly, with efficiency). And, of course, one of the key indirect benefits is brand enhancement, as we all know that great customer experiences strengthen a brand far more than any marketing campaign.

CONNECTING THE DOTS

Building on the article’s insights, a leading bank tackled the challenge of refining its sales strategy by improving product recommendations and customer outreach. By consolidating customer behavior data, the goal was to boost cross-sell and up-sell rates through the optimization of hyperpersonalization, delivering highly relevant offers through the most effective channels.

This approach enhanced CRM efficiency, leading to smarter interactions and deeper customer engagement, ultimately driving significant growth.

Want to see how we achieved these results? Explore the full case here!