With GenAI, that degree of personalisation can be elevated, empowering businesses to take their customer experiences to an all-new height. Personalisation is a process that creates a relevant, individualised interaction between the business and its customers, designed to enhance the latter’s experience. Research findings today suggest that companies who focus on and invest in personalising their strategies, products, solutions, and marketing are proven to enjoy better brand loyalty and profits.  

80% of customers are more likely to do business with a company if it offers personalised experiences and 90% indicate that they find personalisation highly appealing. This means that personalisation can almost be considered a hygiene factor that customers take for granted and can depart for a competitor if the company gets it wrong.  

Personalising entire customer journeys

Research suggests that excess choices can induce anxiety and quite paradoxically lead to decision-making paralysis and what is described as ‘buyer’s remorse.’ Owing to this effect, customers have evolved to expect not an overwhelming number of options but a comprehensive experience from brands. 

Consequently, numerous companies are now embracing personalisation to engage with customers across multiple touchpoints in their end-to-end journeys. 

Each touchpoint encapsulates critical moments of interaction between the customer and the business, spanning various channels from digital platforms like websites and mobile apps to more traditional avenues such as phone calls and in-store visits. 

Integrating personalisation into the customer journey framework demands businesses to meticulously identify the touchpoints that hold the utmost significance for their customers and tap into them with clear objectives.  

With the advent of AI, businesses are now leveraging data like never before to fuel their personalisation strategies. Large Language Models (LLMs) are a powerful tool that enables companies to analyse vast amounts of textual data to understand customer preferences, sentiment, and intent more deeply.  

By employing LLMs, businesses are efficiently generating personalised content, recommendations, and scaled responses across various touchpoints, enriching the customer experience and driving engagement. 

Large Language Models (LLM) – what exactly is it? 

Large Language Models or LLMs are sophisticated GenAI algorithms that apply neural network techniques and are extensively trained with vast amounts of data to understand and generate human-like content using self-supervised learning methods. While many techniques were tried and tested, LLMs are based on deep-learning methodologies.  

LLMs are trained on extensive datasets, enabling them to excel at various tasks. The predominant architecture of LLMs is transformer-like, comprising both an encoder and a decoder during training. The decoder predicts the next token in a sentence, while the encoder anticipates missing tokens within a sentence. 

One of the main advantages of LLMs is their self-attention mechanisms. These mechanisms significantly enhance the model's ability to comprehend each token within a sentence, thereby improving its capacity to generate responses that closely resemble human-like language.  

Self-attention allows the model to analyse the importance of individual elements within a sequence by considering their relationships with other words in the same sequence. This process involves assigning attention scores to each word, which determines the level of focus it receives during sequence processing.  

Additionally, LLMs offer adaptability to specific tasks through parameter configuration, including options such as temperature and max_tokens, alongside prompt engineering. 

Translating the power of LLMs to business impact  

Our LLM-integrated framework at Metyis includes conversation and advisory, customised product descriptions and recommendations, loyalty programs, and website design. We follow a dual-tier approach, empowering our partners to provide personalisation in multiple touchpoints across their customers’ journeys. 

At the first tier, we provide our partners with a customised LLM-centric framework that lets their customers immerse in personalised conversations within a more standardised interface. This setup brings in the first layer of personalisation by enabling them to thoroughly explore and evaluate their options before and during purchasing. 

Transitioning to the second tier, the interface evolves into a fully customisable solution. Leveraging deep analysis of user preferences, behaviours, and interactions, we meticulously craft a tailored interface that delivers a personalised end-user experience, significantly boosting brand loyalty.  

Personalisation, powered by LLMs, is the key to unlocking a tailored and engaging user experience. Understanding individual preferences delivers content and interactions that foster customer loyalty and satisfaction. This dynamic duo anticipates user needs and streamlines the process, making it a win-win for businesses and users alike. 

At Metyis, we empower our partners across various industries to seize breakthrough moments in technological advancements such as GenAI to create a positive and long-term business impact for them.