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

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Boris Maric_Senior Customer Growth Executive-Infobip
Boris Maric_Senior Customer Growth Executive-Infobip
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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

Lagos, NIPOST Partner to Transform e-Commerce Delivery

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Lagos State government and the Nigerian Postal Service (NIPOST) are joining forces to revolutionise e-commerce logistics in Nigeria’s economic capital.

Lagos, NIPOST Partner to Transform e-Commerce Delivery

The collaboration aims to enhance last-mile delivery and optimise connectivity within Lagos and beyond.

During a courtesy visit to governor Babajide Sanwo-Olu, Ms. Tola Odeyemi, postmaster-general and CEO of NIPOST, highlighted the strategic importance of Lagos in driving innovation in the e-commerce sector.

“As the e-commerce landscape continues to evolve, Lagos leads the charge in this growth. Through enhanced postal and logistics services, we seek to empower small businesses and individuals engaging in this expanding sector,” Odeyemi said.

She underscored her commitment to fostering partnerships that would align NIPOST with the demands of a modern economy, identifying Lagos as a pivotal partner.

Lagos is central to achieving our vision of efficient and future-ready postal services, she added.

Odeyemi applauded Lagos state for its vibrant programmes that drew global attention during the December festivities, stating that such initiatives could drive further economic growth and diaspora engagement.

She pledged enhanced postal and logistics support to drive e-commerce growth and empower small businesses in Nigeria., highlighting NIPOST’s readiness to collaborate with Lagos State to enhance last-mile delivery, foster innovation, and improve public service delivery.

Lagos, as Nigeria’s economic hub, is a critical partner in our vision to make NIPOST’s services more efficient and relevant in today’s world, Odeyemi stated.

She commended Lagos State for its strides in infrastructure and governance, underscoring the importance of strategic partnerships to optimize connectivity within Lagos and nationwide.

Governor Sanwo-Olu challenged NIPOST to rethink its approach and embrace technology as a transformative tool for business facilitation.

“For NIPOST to remain relevant, you must challenge the status quo, revamp your services, and adopt innovative strategies that address today’s needs and anticipate future demands,” the governor advised.

He also pledged Lagos state’s support in upgrading NIPOST’s infrastructure to improve service delivery and create an enabling environment for seamless e-commerce operations.


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E-Business

Cybersecurity Firm Warns of Phishing Threats Targeting Telegram Premium

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Kaspersky has warned that fake Telegram Premium offers have been spreading globally, targeting users with phishing scams and malware disguised as alternative app versions.

These attacks aim to steal account credentials or compromise devices. The scams capitalise on Telegram Premium’s popularity and gifting feature, making it crucial for users to remain vigilant.

Telegram Premium is a subscription that offers exclusive features, such as faster download speeds, voice-to-text conversion, premium stickers, an ad-free experience, and more. Users can gift a subscription, and scammers capitalise on this gifting feature and the Telegram Premium topic in general.

One of the tricks begins when a user receives a message that appears to come from someone in their contact list, whose account may have been hacked. The message claims: “You’ve been sent a gift — a Telegram Premium subscription”.

Below, there’s a link that looks legitimate but actually redirects the user to a phishing page, prompting them to log in to Telegram. If victims scan the code or enter their credentials, their account is immediately compromised, giving scammers access to their login details, password, and potentially their authentication code.

There are other tricks referencing the Telegram Premium theme, and not all of them necessarily start with messages on Telegram. Attackers may also use other methods to send phishing links, for example, email.

For instance, perpetrators host fake “giveaways” for Telegram Premium subscriptions. Victims are lured into participating, and in a series of steps, they are directed to a phishing site where they are prompted to enter their Telegram account credentials, ultimately resulting in their account being compromised.

Another machination involves cybercriminals sending victims an invitation to download a ZIP archive that claims to contain a version of the messenger service with a “Premium” subscription. The download link redirects users to a phishing page where they are once again asked to log in to Telegram.

Yet another fraud involves distributing malicious software disguised as an alternative version of the Telegram app with a “built-in” Premium subscription. Scammers send victims links to download APK files claiming they are modified versions of the app, but they turn out to be malware.

“Phishing schemes capitalising on the Telegram Premium topic has been observed in several languages, suggesting that the perpetrators operate globally. Even if these scams haven’t yet reached a specific region, there is a probability they could eventually make their way there.

Therefore, it’s always important to remain cautious and skeptical of offers that seem too good to be true. Additionally, make sure your Telegram security and privacy settings are up to date, and your device has a robust security solution,” advises Olga Svistunova, security expert at Kaspersky.


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FG to Add Iris Biometrics to Digital ID for more Inclusion

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National Identity Management Commission of Nigeria (NIMC) has said that it is looking at ways of streamlining and expanding the rollout of digital ID in Nigeria and one of the options on the table is adding iris biometrics to its digital ID enrollment.

FG to Add Iris Biometrics to Digital ID for more Inclusion

Iris biometrics is a biometric authentication technology that uses the unique patterns of the iris to identify a person

The hint was dropped recently by Abisoye Coker-Odusote, director general and chief executive officer, NIMC, during a Digital Public Infrastructure (DPI) Journalism Fellowship training which took place in Abuja.

Speaking through a representative, the NIMC boss said this idea is among a litany of innovations which they are planning to introduce to the digital ID system in order to make it more inclusive, The Sun reports.

At the moment, biometric enrollment for the National Identification Number (NIN) in Nigeria involves face and fingerprints.

Adding the iris modality, according to the official, will make it possible for citizens with disabilities to be equally issued the important credential which is necessary to access a wide range of services in the country.

“We are exploring the use of iris recognition technology to cater to the specific needs of individuals with disabilities,” the representative was quoted as saying. Uganda is one other African country which has announced the addition of iris biometrics to its new generation biometric national ID card.

The NIMC CEO said despite the challenges the ID authority faces, its commitment to build an inclusive ID system and expand coverage remain unwavering.

She emphasized the important of the NIN as an essential tool in getting access to several services.

In order to streamline access to services, Odusote said they have been working tirelessly with their partners to enhance interoperability among government agencies to facilitate identity verification.

This, she says, will save Nigerians the stress of having to register many times with government agencies to obtain services.

The innovations envisaged by the NIMC are part of a broader reforms plan which aims to give the ID authority a new legislative framework for more efficient identity management.

It also comes at a time when the World Bank has extended its support for the country’s digital ID program by another two years, with a target to issue 180 million digital IDs by the close of the extension.

The Nigeria ID4D has pledged in the past to create the enabling environment to the issuance of NINs to persons living with disabilities.

A recent investigative report however suggests that many aged and physically challenged citizens in Nigeria go through tough times seeking the NIN.

Some have reportedly had their SIM cards blocked while others have been locked out of their bank accounts for their inability to register for a digital ID.

 

 

 

 

 

 


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