Understanding Hyper-Personalization in Customer Experience

Every delightful customer interaction begins with the marketer, and it can only be as powerful as the #CRM and #metadata underpinning it. With agents supporting them at every step of the customer journey creation process, marketers and #customerengagement teams can now create superior experiences shaped by intelligent and emotionally resonant conversations. At a cognitive level, the human brain no longer perceives AI as a “chatbot.” It perceives a relationship. This emotional shift fundamentally changes how consumers relate to brands, fostering deeper loyalty and trust. When customers interact with agents in a way that feels natural, their engagement deepens. The implications go far beyond engagement. Every AI-driven interaction generates a wealth of contextual data, far richer than what brands could ever collect from a single web form or survey. In one conversation, an agent can gather insights about a customer’s preferences, behaviors, and intent, building a more complete, dynamic customer profile. This continuous intelligence loop allows brands to maximize the value of every interaction. Let’s bring this to life with an example... Imagine Melanie, one of your many potential customers. She’s been thinking about joining Posh Fitness, a popular gym chain in her city. Instead of filling out a form, she decides to engage with the agent on their website. As they chat, it quickly feels more like a friendly exchange than a transaction. Melanie shares her fitness goals, whether she wants to lose weight, gain muscle, or improve flexibility, and the agent listens closely, asking the right questions to understand her needs and intent. The agent gathers valuable insights through this conversation that a simple web form could never capture. Melanie mentions her dietary restrictions, her preference for a supportive personal trainer style, and that she loves outdoor workouts but needs a flexible schedule due to her busy life. In just a few minutes, the agent collects a wealth of data about Melanie: her goals, preferences, and availability—all essential to crafting a personalized experience. And because the conversation feels human-like and emotionally resonant, it creates an immediate connection to Posh Fitness. By collecting this richer data early in the relationship, Posh Fitness can offer tailored recommendations and build Melanie’s loyalty well before she signs up. This isn’t just about closing a sale. It’s about building trust and delivering personalized experiences that evoke emotions and feel deeply human. Brands that will thrive in the era of #Agentic #AI are those that recognize the shift from transactional interactions to relationship-driven engagement. This isn’t just about personalization; it’s about creating experiences and dialogues that feel alive—where AI and marketers co-create journeys that adapt in real time, amplifying the impact of every customer moment.

Here’s a common myth about personalization: All you need is a customer’s name to make it effective. True personalization goes much deeper, it’s about understanding behaviors, preferences, and needs to create meaningful experiences. Collecting the right data isn’t just about volume, it’s about relevance. You can’t offer genuine personalization without truly knowing your audience. Here’s how I’ve approached it: ➜ Identify key data points. Don’t collect data just for the sake of it. Focus on what will actually help you understand your customers better, things like purchase history, browsing behavior, and engagement patterns. ➜ Leverage tools wisely. Using the right tools is crucial. We’ve integrated platforms (like HubSpot) to ensure we’re gathering and utilizing data that matters, not just creating noise. ➜ Respect privacy. Personalization should never come at the cost of privacy. Being transparent with your audience about what data you collect and how you use it builds trust. ➜ Test and refine. Data isn’t static, and neither should your approach to personalization be. Continuously test what works and refine your strategy to meet your customers' evolving needs. ↳ By focusing on relevant data, not just more data, we’ve been able to create personalized experiences that resonate, leading to stronger customer relationships and better results. What’s been your biggest challenge in collecting data for personalization? How are you overcoming it? #data #personalization #hubspot

👀 That moment when “one-size-fits-all” just doesn’t cut it anymore… and you’re all eyes on "personalized" By strategically combining AI and behavioral science, you can create the kind of impact that drops jaws 😮 That’s exactly what Amy Bucher and her team are doing at Lirio with precision nudging: hyper-personalized communications crafted from the fusion of AI tech and behavioral science expertise. So, what’s in their secret sauce for hyper-personalization? 1️⃣ *Behavioral Science Foundations* Lirio’s team builds interventions from both top-down and bottom-up research. They start with behavior change models and existing literature to pinpoint the key drivers of target behaviors. Then they blend in on-the-ground insights from stakeholders and partners to create an initial framework, or logic model. 2️⃣ *Precision Content Design* They identify behavior change techniques (BCTs) and translate these into content assets — bites and visuals that combine into engaging, targeted messages. 3️⃣ *AI Training & Iteration* Here, Lirio’s AI team steps in. They train AI “agents” with specialized jobs to determine the best content, timing, and channels for each person’s engagement. The AI agents work with a reward system that incentivizes various steps of the patient journey, from opening emails to scheduling and attending an appointment. Using contextual bandits (think of them as superhuman experimenters) and reinforcement learning (the aforementioned system of incentivizing behaviors), they continuously test different messages to maximize the target behavior (e.g., getting a mammogram). The result? Hyper-personalized messaging that respects each person’s unique context and helps them complete essential health tasks. 👋 Goodbye to the old days of one-size-fits-all interventions, and hello to personalized communications that address each user's unique situation. #AI #BehavioralScience #BehavioralDesign cc: Samuel Salzer Habit Weekly Nuance Behavior

Buyer intent is the new king. Old funnels just don’t work anymore. You can have the best offer on the planet. But if your message isn’t relevant, leads dry up. (I see this every week.) Here’s what’s changed: People don’t want to be herded through a sales funnel. They want to feel seen. They want to feel understood. They want to feel like you “get” them. The power move now? → Hyper-personalization → Buyer intent signals → Psychographic targeting Let’s break it down: • Hyper-personalization means knowing your buyer better than they know themselves. I’m talking about content, timing, and even tone tailored to what matters most to them. No more copy-paste emails. No more “dear customer.” • Buyer intent is all about catching people when they are ready to move. Not “someday.” Not “maybe.” But “right now.” Are you tracking the signals? Site visits, content downloads, job changes, buying triggers? (Hint: If you’re not, you’re invisible.) • Psychographic targeting digs into WHY people buy. Not just what they buy. Think values, dreams, fears, and habits. This is where relevance gets real. This is where trust grows. Old playbooks are out. Spray-and-pray is dead. Mass emails belong in the spam folder. The new winners? They build trust before the pitch. They show up with the right offer, at the right time, for the right person. That’s how you drive real growth. That’s how you stop chasing and start attracting. What’s one shift you’ve made to stay relevant in a world where buyer intent rules?