The use of hyper-personalisation is evolving rapidly, driven by customer expectations and enabled by rising technology that delivers in-the-moment experiences. The days of reactive responses to customer needs are behind us. With the rise of IoT, 5G, AI/ML and real-time data, the focus has shifted to anticipating what customers want before they even ask. Once a luxury, hyper-personalisation has become an essential element for businesses looking to maintain a competitive edge. But are companies fully using the power of these new technologies, or are they thinking too small? This was the key question at an exclusive round table dinner hosted by CIONET and Adobe in February. Enrique Jauregui, Tribe Lead Digital, Assisted, CI & Analytics at ING Belgium, shared his insights on how ING is using data to predict customer needs, create seamless experiences, and balance privacy in today’s hyper-connected world.

 Hyper-connectivity is transforming how businesses engage with their customers. At ING Belgium, advanced data analytics and real-time insights enable the bank to anticipate customer needs, offering proactive solutions that simplify and enhance each individual's experience.

As a bank, we hold a unique advantage – we know our customers well. We see how much comes in and goes out, and we engage with them often. For example, in Belgium, our customers log into their banking apps more than once a day. This frequent interaction gives us plenty of opportunities to connect with our customers in meaningful ways,” Jauregui explained. “By using real-time data, we can anticipate what they need next – whether it’s offering financial advice tailored to spending patterns or sending timely reminders for upcoming payments. The aim is to make their journey seamless and tailored to their specific needs.”

Turning data into meaningful experiences

With more devices constantly connecting to the internet, businesses have access to an overwhelming amount of data. The real challenge? Making sense of it all. How can companies turn this endless stream of information into something that genuinely enhances the customer's experience?

For Jauregui, the key to customisation is relevance. “The more personal, the more relevant – and that creates a better overall experience, leading to higher conversions,” he explained. This relevance is central to commercial success. ING used Adobe Analytics to uncover these opportunities. By analysing customer interactions across digital channels, Adobe’s tools provide ING with deep, real-time insights. This allows them to better understand customer behaviour and make informed decisions that lead to more personalised, meaningful experiences.

ING’s approach to personalisation focuses on three key pillars: understanding customer behaviour through data, real-time communication, and seamless orchestration across multiple channels.

    1. Understanding customers through data

Banks like ING have access to an immense amount of customer data, but the real value lies in turning that data into actionable insights. ING uses predictive models to better understand customer behaviour and anticipate their needs. This allows for more personalised interactions, making every communication relevant. 

    2. Real-time communication

ING shifted from generic, bank-driven campaigns to more precise, event-driven communication. Instead of sending a one-size-fits-all message days after an event, they now respond within hours. For instance, if a customer makes a large purchase, ING can immediately follow up with tailored financial advice or a customised loan offer. By reacting in real-time, ING makes their interactions more relevant and impactful, improving the overall customer experience.

    3. Orchestration across channels

Ensuring a seamless, customised experience across all touchpoints—whether it’s online, in the bank, or over the phone – is no small task. ING has made progress integrating their communication channels, but it’s a complex challenge. “We’re working hard to ensure consistent messaging across all platforms and departments, but it’s not easy. For example, many e-mails are hardcoded into different systems, making it difficult to maintain a unified tone and message,” Jauregui acknowledged. Still, mastering this orchestration is key to delivering a smooth, connected customer journey.

Learning from industry experts

Other industry leaders at the event shared similar views to Jauregui. Jeff Slough, Senior Strategic Sales Specialist at Adobe Benelux, stressed the importance of truly understanding the customer experience. “Be your own customer. Sign up for your own newsletter. Go through your customer service process. If you don’t experience what your customers do, you won’t know how to improve it,” Slough advised. This hands-on approach helps businesses identify pain points and areas for improvement, ensuring a smoother, more unique experience for customers.

Moreover, Carl Maas, Managing Director at Adobe Benelux, emphasized the importance of experimentation in customer experience. "Too often, companies hesitate to try something new out of fear of failure. We want everything to be perfect before launch, leading to overanalyses and delays – only to hope for the best when we finally go live. But sometimes, you have to dare to fail. Yes, it might take more time and investment, but in the end, taking that risk often leads to better outcomes."

Balancing technology with trust

As the discussion turned to the future of personalisation, Jauregui emphasized the growing role of AI and machine learning in creating more individualised interactions. ING is currently exploring generative AI to refine its approach to customer-centric engagement, but Jauregui recognised the challenges – legal, compliance, and brand-related issues that need to be addressed before AI can be fully integrated. Despite the excitement surrounding AI, panellists highlighted the importance of maintaining customer trust. With rising concerns over data privacy, businesses must be clear and transparent about how they use customer data.

The future of customer engagement: are we ready?

As the event wrapped up, one thing was clear: hyper-personalisation isn’t the future – it’s happening now. Businesses that fail to leverage the predictive power of hyper-connectivity risk falling behind in today’s competitive landscape. Yet, as companies push the limits of what’s possible, they must stay vigilant in safeguarding customer trust and privacy.

“Personalisation goes beyond just having the right technology in place. It’s about the ability to adapt and respond in the moment. This requires predictive insights, real-time engagement, and unified data across channels to create more meaningful, tailored experiences across all touchpoints. As more companies enter the crawl-and-walk phase, having the right tools and strategies in place helps take the fear out of the equation and empowers them to gradually scale their efforts, while maintaining the trust they’ve worked so hard to build”, says Maas.

“The future of customer engagement isn’t just about technology. It’s about striking the right balance between customisation and privacy, between data and trust,” Jauregui concluded. “At ING, we’re committed to staying at the forefront of this transformation, but we’re also mindful of ethical considerations. It’s not just about predicting what customers need; it’s about earning their trust every step of the way.”