How To Deliver Effective Hyper-Personalized Experiences
Release Date: 08/17/2021
How to Do More With Less: Future-Proofing Work in an AI-Driven Economy
The Modern Customer Podcast
Watching AI automate work that once required thousands of designers, marketers, and copywriters forced Sharon Gai to rethink one fundamental question: What creates value when AI can do more of the work? That's one of the biggest ideas from my latest conversation with Sharon Gai, former Alibaba executive and author of How to Do More With Less. This week on The Modern Customer Podcast, Sharon explains why the companies that succeed with AI won't simply adopt better technology—they'll rethink how work gets done by focusing on people, processes, and the work only humans can do. If you're leading...
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The Power of Pull: How Customer Demand Drives Business Growth
The Modern Customer Podcast
Why do some companies create products customers can't wait to buy while others struggle to gain traction—even with better technology and bigger budgets? According to entrepreneur, author, and Harvard Fellow Rob Snyder, the answer isn't a better product. It's customer demand. In this episode of The Modern Customer Podcast, Blake Morgan sits down with Rob to discuss the ideas behind his new book, The Power of Pull, and why understanding what customers are trying to accomplish is the foundation of business growth. Rob shares the lessons that led him to develop the PULL Framework, a practical...
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AI Digital Workers Are Getting Job Descriptions
The Modern Customer Podcast
This episode is sponsored by . One of the most interesting conversations I had at Salesforce Connections was about digital workers. This week on The Modern Customer Podcast, Lauren Esposito, CMO of Asymbl, shares how organizations are beginning to approach AI agents as digital workers—with defined roles, KPIs, managers, and accountability to drive meaningful business outcomes. We explore agent-to-agent orchestration, where leaders should start with AI, the importance of trust and governance, and how Salesforce provides the foundation for secure and scalable AI adoption. If digital workers...
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How Salesforce Is Bringing AI Agents Into Marketing
The Modern Customer Podcast
This video is sponsored by Salesforce. This week on The Modern Customer Podcast: Amber Armstrong, CMO of Agentforce Applications at Salesforce, joins me for a conversation recorded live at Salesforce Connections. Everyone is talking about AI agents. But according to Amber, the biggest question customers are asking is surprisingly simple: "Where do I start?" We discuss what's separating companies seeing real results from those still stuck in experimentation, why data readiness matters more than most people realize, and how AI agents are helping marketers engage customers, generate pipeline, and...
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Airline Customer Satisfaction Improving, ACSI Data Show
The Modern Customer Podcast
Airline customer satisfaction increased 3% year over year. That's one of the strongest gains across the travel sector, according to new research from the American Customer Satisfaction Index (ACSI). This week on The Modern Customer Podcast, Forrest Morgeson, Director of Research Emeritus at ACSI, shares what's driving those gains and how airlines are improving across multiple customer touchpoints—from mobile apps and reservations to in-flight internet and access to information throughout the travel journey. 🎧 Listen to the conversation and explore the latest . Blake Morgan was...
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Future-Proof: Transform Your Business with AI or Get Left Behind
The Modern Customer Podcast
Companies are embracing AI faster than ever before, and many leaders are realizing that successful transformation depends just as much on people and culture as it does on technology. This week on The Modern Customer Podcast, Dr. Michael Housman, AI builder, founder of AI-ccelerator, and author of Future-Proof: Transform Your Business with AI or Get Left Behind, shares practical ways companies can use AI to accelerate innovation, improve customer experience, and prepare for the future of work. We also discuss why successful AI adoption depends as much on leadership, employee buy-in, and culture...
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Experience Is Everything: The CX Strategy Gap Behind AI Adoption
The Modern Customer Podcast
Many organizations are moving faster on AI than they are on strategy, alignment, and operational execution—and customers feel the difference. This week on The Modern Customer Podcast, customer experience expert, author of the USA Today bestselling book , and Experience Investigators Founder explains why AI alone will not improve customer experience. Drawing from her book Experience Is Everything, she explains how leaders can align mindset, business goals, employee empowerment, and operational discipline to create stronger customer experiences and measurable business outcomes. 🎧 Listen to...
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American Express on AI-Powered Personalization at Scale
The Modern Customer Podcast
American Express is using AI-powered personalization to help frontline teams deliver faster, more relevant support while preserving the human connection behind premium service. This week on The Modern Customer Podcast, , EVP and Head of Global Support Enablement and Control, Global Servicing at , shares how his team is scaling AI and GenAI across servicing, travel, chat, and digital experiences while balancing personalization, trust, compliance, and customer expectations. A thoughtful conversation on how leading brands are using AI to reduce friction, strengthen customer relationships, and...
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Build a Brand Like Trader Joe’s: Why Human Interaction Still Drives Customer Loyalty
The Modern Customer Podcast
Retail is moving toward more automation, and for customers, the experience is increasingly defined by how those systems perform. At Trader Joe’s, the experience is shaped differently. It builds loyalty through in-store interaction and human connection. This week on The Modern Customer Podcast, Mark Gardiner, author of Build a Brand Like Trader Joe’s, shares insights from his experience working inside the company and what it reveals about delivering customer experience through people. 🎧 Watch the full episode to see where human interaction still creates value and how it can drive...
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United Airlines’ Chief Customer Officer on Scaling CX Through Operations
The Modern Customer Podcast
In this episode of The Modern Customer Podcast, David Kinzelman, Chief Customer Officer at United Airlines—the world’s largest airline, known for its extensive international network, operational scale, and continued investment in digital innovation and customer experience—shares how the company scales CX through operations. At United, CX isn’t a layer on top of the business—it’s built into how the system runs. From putting the customer at the center of operational metrics to continuously eliminating friction across the journey, decisions are made with customer impact in mind. David...
info_outlineIt’s no secret that modern customers crave personalization. Efforts to tailor experiences to customers’ needs are foundational to a strong CX strategy.
But the next step of personalization is here: hyper-personalization.
According to Raj Badarinath, CMO of Algonomy, hyper-personalization has three main characteristics:
- It focuses on individuals, not segments. Even if two customers have some similar qualities, they each have a unique experience that meets their exact needs.
- It creates experiences in real-time. Hyper-personalization delivers offers right when customers need them most.
- It uses AI and machine learning to improve over time. Hyper-personalization efforts get better as the technology and company learn more about each customer.
Instead of simply providing a certain experience for a customer depending on their demographic or preference segment, hyper-personalization considers the context to choose the right offer and experience in real-time. Hyper-personalization uses technology to look at countless variables and know what a customer is looking for and what they need at that exact moment.
Badarinath gives the example of a customer shopping in a store, likely while also using the store’s mobile app to look up products and get information. The store knows the customer’s preferences and that they are close by and can use hyper-personalization to send an offer that considers the context and meets their exact needs at that moment, perhaps by recommending a product that is relevant to what they are already buying or a discount on a brand they have bought in the past.
At the heart of hyper-personalization is strong digital solutions, especially around AI and machine learning. Badarinath says companies have to consider the digital maturity of their systems when making decisions. Some AI solutions only have the maturity of a three-year-old, while others have the maturity of a 30-year-old. That maturity impacts the decisions the technology makes and how it learns and grows. The same hyper-personalization strategy won’t work on all levels of maturity.
Although AI and technology are important, hyper-personalization is most effective with a human touch. The best companies provide their human employees with tools to access customer data and preferences in real-time to deliver those hyper-personalized offers human-to-human.
In today’s connected world, companies are no longer just competing against other brands within their industry—they are competing against every company. Hyper-personalization sets the standard and drives a strong customer experience and long-term loyalty to fuel business growth.
*Sponsored by Algonomy
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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here. Join the waitlist now for the new Customer Experience Community here.