Hyper-Personalization is the Future of Customer Growth
and Engagement in APAC

Kuala Lumpur, Malaysia, 14 May, 2025 – Global cloud communications platform, Infobip has released a new report titled “Hyper-Personalization: Intelligent Customer Engagement for Business Growth”, with research insights by leading analyst firm IDC. This report explores the intrinsic link between hyper-personalization and CPaaS (communications-platform-as-a-service) in which real-time, data-driven insights deliver improvements to customer journeys.

Asia-Pacific (APAC) businesses are already using CPaaS solutions to harness real-time customer data to obtain valuable insights and strategies from customer interactions. However, they are unaware of how to fully utilize it effectively. Infobip research found that 83% of Gen Z today treat brand relationships like personal relationships. This is why hyper-personalization is a top priority for many APAC businesses such as India, Singapore, Australia, South Korea, Malaysia, and China, especially for businesses looking to resonate further with their customers.

Understanding the DNA of Hyper-Personalization

Hyper-personalization differs from traditional personalization approaches, such as addressing customers by their names or automatically sending them generic online birthday offers. It depends on several components to be successful, including data-driven insights to understand customer interaction and preferences, omnichannel engagement to seamlessly engage with customers across their preferred channels, and AI-powered decision-making to accurately predict and enhance customer journeys.

Businesses that deploy hyper-personalization see real tangible benefits, such as increased repeat purchases and higher lifetime spend. IDC research found that 41% of APAC businesses now consider customer satisfaction (CSAT) and customer retention rate as their top metrics when deploying a hyper-personalization campaign4. CSAT is the top metric for businesses in Malaysia (63%), Philippines (63%), South Korea (44%), Hong Kong (43%) and Japan (54%) while customer retention rate has the higher priority in Singapore (46%) and China (41%).

APAC is Looking to Get More Hyper-Personal

Despite its advantages, only 20% of APAC businesses leverage hyper-personalization due to challenges such as data privacy concerns and the need to balance automation with a human touch, according to an IDC 2024 survey. AI-powered chatbots also tend to fall behind with complex interactions. But this situation is improving as more businesses realize many of these issues can be resolved by combining a CPaaS solution with a unified data-drive ecosystem like a CDP (customer data platform) to help manage disjointed data spread across various channels. The same survey revealed 32% of APAC organizations have already implemented a CDP.

IDC predicts that by 2026, 65% of APAC enterprises will implement AI-enabled cloud communication APIs for seamless employee and customer engagement,2 which will further drive hyper-personalized marketing across the region.

“As CPaaS solutions have become more popular over the past few years, APAC enterprises are also increasing their spend in CDPs as they become aware of the transformational benefits of having both: the CDP provides the fundamental base for intelligence, while the CPaaS solution helps to deliver the overall experience,” said Nikhil Batra, Senior Research Director, IDC Asia-Pacific.

Industries that are heavily reliant on customer relationships can benefit greatly from hyper-personalization. One such real-world example is zingala, a Taiwan-based consumer financing and instalment solutions provider. By partnering with Infobip, zingala leveraged both conversational experience platform integrated with a CDP for an end-to-end conversational experience with hyper-personalized options. This resulted in a 53% SMS click-through rate and a 19% rise in push notification open rate.

Learn more about how Infobip CPaaS solutions and a hyper-personalization strategy can boost customer engagement and revenue by downloading the report at Hyper-personalization: Intelligent customer engagement for business growth – Infobip.

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić.