Hyper-personalization in BPO – Indigo 21


Hyper-personalization in BPO 

Hyper-personalization in BPO 

Three black telephone handsets

February 16, 2024

Great customer service is paramount to running a successful business. After all, customers need to feel valued and incentivised to remain loyal to the business. People want to be treated as individuals and have a customer experience that’s uniquely tailored to their needs.  

One way of ensuring great customer service is by using customer data, such as their purchase history, geographical location, or demographic information to tailor an interaction that’s as unique as they are. However, using this data can come with limitations. While customers can sometimes feel concerned about where and how their personal data is being used, recent research showed that between 2019 and 2020, there was a 69% decline in privacy concerns from consumers in the UK. 

So what does that mean for building a customer relationship using personal data that can still be based on trust? This is a phenomenon called hyper-personalization. 

What is hyper-personalization? 

Starting an email with “Dear Customer” just doesn’t cut it anymore. Customers want unique experiences and to feel valued by the companies, brands and businesses that they spend their hard-earned money with. And when these are bigger transactions, the stakes are even higher. We touched on this topic in our blog post on the BPO trends to watch in 2024.  

Hyper-personalization goes past basic personalization and combines customer information including: 

  • Behavioural data: such as your unique user journey on a website 
  • Transactional data: what you buy, how often you buy it, and how much you spend 
  • Demographic information: including various details such as age, family status, and gender  
  • Geographical information: such as your current location and where you are from 

All these individual pieces of data are collated together and help to form a customer profile, allowing customer service teams to accurately offer you services and goods that will match or at least align with your various lifestyle factors. 

Why is hyper-personalization important? 

According to a report published by Zendesk, 76% of customers expect personalised experiences. After all, if you’re trusting a company or organisation with your personal data, you would expect them to use it responsibly as well as creatively to ensure your trust. Building brand loyalty by offering hyper-personalized experiences is one way to work towards the trust you need. 

Why else is hyper-personalization so important? 

  • Faster service: because your team already knows who they are talking to 
  • Quality over quantity: shared information means your team can get it right the first time rather than repeatedly engaging the same customer 
  • Save money: you won’t be repeating efforts and getting the same results 

The future of customer service 

It’s currently estimated that 328.77 million terabytes of data are produced every single day. And a lot of that information is valuable for customer service teams to accurately identify and categorise customers into groups. As this data becomes available, then customer service can grow increasingly more accurate and tailored in the future. Customer journeys on websites can be predicted more easily, leading to stronger user experiences (UX). If businesses can anticipate what a customer is likely to do before they do it, then they can pave the way for better sales conversions. With more basic customer service tasks becoming automated thanks to RPA and GenAI tools, customer service professionals can focus on the task of serving people like the unique individuals they are. 

Indigo 21 provides BPO services including customer service teams and contact centres as an offshore solution. Whether your business needs more hands on deck or an out-of-hours extension to provide 24/7 service, we have a customer service team and solution to fit your business requirements. 

For more information on future technologies in the BPO industry, follow our blog





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