This paper by Accenture explores ‘hyper relevance’: how we can make our content and our interactions with customers mean and do more. This goes beyond knowing a customers’ name, address, or whether they prefer The Times or The Guardian. Instead it’s about delivering more meaningful products and services to our customers. ‘Hyper-personalisation’ is essentially the next generation of personalisation, but with a big new buzzword.
Of course, all of this is about bigger and better experiences, and delivering the right things at the right time to the right people. But here’s the clincher: a huge part of it is about trust. Inspiring it, nurturing it, and finally reaping the rewards of having customers and prospects that trust you.