Forbes August 2, 2024
Anand Logani is chief digital officer at EXL, a multinational data analytics and digital operations and solutions company.
“Hyperpersonalization” has become the buzzword of the moment for consumer-facing businesses in industries ranging from financial services and insurance to retail, media, and even utilities. Fed by a confluence of events that includes the growth of direct-to-consumer business models, the emergence of AI-powered virtual agents and the rise of digital as a primary engagement channel, this idea of being able to know a customer inside and out and deliver highly tailored products and services across all channels has become the Holy Grail for marketers around the world.
But for all of the enthusiasm surrounding hyperpersonalization’s potential, a large gap has emerged between...
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