E-Business
Unleashing the Power of Hyper-Personalisation can Elevate CX through Tailored Engagement
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
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.
Corporate Affairs Commission (CAC) in partnership with the Nigeria Inter-Bank Settlement System (NIBSS) has unveiled a new Application Programming Interface (API) integration system to allow private firms access company data from the Commission’s database.
Hussaini Ishaq Magaji (SAN), registrar general of CAC, who spoke in Abuja at the unveiling said the system would give selected private organizations access to CAC services through technology-based companies, called “super agents.”
“This is a practical step to show that the Commission is committed to meeting the expectations of our customers,” he said.
Magaji explained that the integration allows the agents to retrieve data from the CAC database for use in specific client requests, outside the standard services provided by the Commission.
“Before now, only a few government agencies had this integration, especially those involved in investigations, anti-money laundering, and terrorism financing. Now, private companies that meet the criteria can also access it,” he said.
He said the system complies with the Nigerian Data Protection Act 2023, and information such as residential addresses, phone numbers, and dates of birth may be restricted.
“This is a call to law firms and companies with the right technology. We’ve started with NIPS because of their credibility. Embassies and banks can now authenticate company records directly through them.”
“There are prescribed fees. We already collect them on our portal, and now customers can also pay through these agents,” he explained.
He named NIPS, MoneyPoint, and OPE as some of the companies involved.
“OPE and MoneyPoint handle only registrations. But NIPS has moved further into validation and verification,” he said.
Ngover Ihyembe-Nwankwo, executive director at NIBSS, who represented Premier Oiwoh, managing director, said the service allows secure and efficient data verification.
“This is the result of years of effort to connect our systems with CAC. It will help users verify data within the limits of data protection laws,” she said.
She said the move is a way to lower costs and promote interoperability across the financial sector.
Ministry of Interior has announced the launch of a new Online Citizenship and Business Management Platform in line with the Renewed Hope Agenda of President Bola Tinubu.
A statement signed by Dr Magdalene Ajani, permanent secretary, Ministry of Interior’s said the initiative forms a key part of its ongoing reforms aimed at promoting transparency, enhancing operational efficiency, and significantly improving service delivery to the public.
The new digital platform is designed to streamline the application and processing of citizenship and business-related services, ensuring faster turnaround times and improved user experience.
The platform allows users to apply for and manage business permits, ensuring that both local and foreign businesses operate legally in Nigeria.
It includes an Expatriate Quota System to manage work permits for foreign employees, helping companies hire skilled workers while complying with Nigeria’s immigration laws.
The Citizenship Administration and Management System provides a streamlined online process for applying, tracking, and managing Nigerian citizenship applications and related services.
Members of the public, corporate entities, and other stakeholders are expected to access the platform through the ministry’s website: https://interior.gov.ng , Direct Portal Access: https://candb.interior.gov.ng , or contact candb-support@interior.gov.ng for support and inquiries.
“The Ministry of Interior remains committed to establishing a more efficient, transparent, and secure framework for citizenship administration, while continuously enhancing service delivery through digital transformation,” the statement read in part.
Fifty selected young unemployed Nigerians have completed a four-week intensive digital skills bootcamp under the Digital Literacy for All (DL4ALL) initiative, gaining practical training in Data Science, Artificial Intelligence (AI), and IT Essentials.
The programme, a collaborative effort between the National Information Technology Development Agency (NITDA) and Cisco, was hosted at NITDA’s South West Zonal Office in Victoria Island, Lagos.
Speaking on behalf of the Director General of NITDA, Kashifu Inuwa , the Head of the South West Zonal Office, Mrs. Chioma Okee-Agugwo, described the initiative as a vital component of Nigeria’s digital future. “This is not just a closing ceremony. It is the launchpad for new journeys—anchored in digital knowledge and powered by innovation,” she remarked.
According to the Director General, the initiative is rooted in NITDA’s Strategic Roadmap and Action Plan (SRAP 2.0) and reflects key focus areas including Digital Literacy, Emerging Technologies, and Youth Empowerment. It also aligns with President Bola Ahmed Tinubu’s Renewed Hope Agenda, which seeks to accelerate economic diversification through digitisation, innovation, and skills development.
Inuwa noted that the DL4ALL initiative forms part of Nigeria’s broader commitment to digital inclusion—ensuring that no one is left behind in the evolving digital economy. It also supports the ambitious goal of achieving 70% digital literacy by 2027, championed by the Honourable Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani. This national vision aims to equip millions of Nigerians with the skills required to thrive in a tech-driven world.
He further emphasized the importance of empowering youth with globally relevant skills. “They are no longer just consumers of technology. They are creators, innovators, and future employers,” he said.
The NITDA boss explained that throughout the bootcamp, participants engaged in hands-on learning experiences designed to build both technical proficiency and digital leadership capabilities.
“This is only the beginning,” he stated. “Through our zonal strategy, we are bringing innovation closer to local communities. This is how we democratise access and unlock Nigeria’s full digital potential.”
Inuwa expressed appreciation to Cisco for delivering high-impact training and called on stakeholders to continue investing in partnerships, people, and platforms that drive digital inclusion.
He asserted that the newly certified participants are now equipped to contribute meaningfully to Nigeria’s digital economy—armed with the skills to build solutions, secure infrastructure, and launch tech ventures that solve real-world problems.
At the end of the bootcamp, participants demonstrated their knowledge through impressive presentations that showcased the integration of skills acquired across Data Science, AI, and IT Essentials. Many spoke passionately about how the programme had expanded their technical competence and sparked a drive to create job opportunities—not only for themselves but also for others—as entrepreneurs and digital solution providers in their communities.
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