Technology has played a major role in the digital transformation of customer experience – leading to critical brand moments becoming more homogenous.
Brands and businesses are focusing on achieving brand consistency and reducing friction across all touchpoints of the customer journey. Hence, it comes as no surprise that one of the top trends for 2020 is omnichannel customer engagement.
For brand and business marketers – the foundation of delivering a personalized CX lies in understanding how customers use and experience different channels – in short – customer centricity.
Capturing the audience’s limited attention in a highly competitive environment is crucial in creating brand moments that not only resonate but create an impact and nurture loyalty.
This has made customer engagement tools essential for marketing, customer acquisition teams, and leaders responsible for making smart investments in technology, while creating valuable customer moments – the cornerstone of this digital transformation journey.
How can you unlock your digital transformation through customer engagement and improve your ROI?
Leading the way with behavioral data
Just knowing your customers is no longer enough, you need to understand and empathize with them, but more than anything anticipate their next move. This is only possible by capturing the right data.
Advancement in technology means now you can support your messaging campaigns with real-time analytics and insights on customer behavior across all touchpoints.
Enter a new world of engagement opportunities – where your campaigns can rely on automation to proactively capture a customer at the right moment, when they are most receptive.
Your customers are evolving, which means as a marketer your mindset needs to change. In fact, Gartner says that event-triggered, and real-time marketing capabilities are going to be the next big change and focus point.
You already have a solid foundation of basic demographic information such as age, gender, birthdays, and geography. Now it’s time to get a bit more up, close, and personal with real-time behavioral data, to truly understand your customer.
This could be related to product preferences, or on-site or in-app behaviors, which will help develop better targeting and personalization strategies.
Unifying your data is the trick to personalize
Having this in-depth customer data is excellent but imagine the inconvenience of consolidating all that data manually. Not only does it take time, but it also saps the productivity of your team when they could be focusing on creating content and execution.
A centralized customer engagement hub bolsters your marketing by consolidating all your data from various existing systems and databases – to create unique customer profiles. A centralized customer engagement profile creates value not just for your strategy but the bottom line as well, by:
- Connecting data from multiple sources in real time
- Building customer profiles that help in creating personalized approaches
- Create and manage rule-based segments
- Activate those segmentations for the execution of mobile messaging, email, or other channel-based engagement campaigns
Transforming the data to enhance personalization
For your marketing campaigns to deliver, you need to provide meaningful customer moments, in real time, with precision, speed, and at scale.
According to Gartner, personalized messages sent at the right moment, to help your customer increases the predicted impact of customer intent, purchase, and boosts cart size by 20%.
Marketers have struggled to keep up with the changing channel landscape and customer expectations to provide personalized moments, across all touchpoints in a systematic way.
In order to scale personalization, as a leader, you need to embrace technology that delivers dynamic engagement across all channels.
Embracing technology helps in understanding what your customers are currently looking for and leverage automation to proactively respond with personalized messages that resonate. This helps in building loyalty and ultimately increasing your ROI.
Setting automation in motion across multiple channels
Automation helps in reducing time to value by allowing marketers to leverage customer engagement opportunities in real time. By automating every moment of engagement throughout the customer journey, across all channels – helps boost conversions.
According to a recent report automation is the most exciting and rapidly evolving technology for marketers – with 30% marketers planning to adopt automation tech in the next 12 months.
Research consultancy Forrester pegs the global marketing automation spend at $25 billion by 2023, and in conjunction with artificial intelligence will drive progress in marketing.
Two things that automation helps you do:
- Create marketing landmarks – by delivering triggered messages based on their actions during key moments that help build on customer relationships
- Lead with speed – by letting you create scenarios, test your campaigns, see what works and immediately act
It’s not just conversions, but also strengthening relationships. Automation can help you re-engage active customers, target customers who haven’t opened their emails with an automated message on another channel or share additional information to excite them. In short, automated journeys can be that game changer to achieve loyalty.
Engaging customers with omnichannel messaging
The future of customer engagement is omnichannel. To strengthen your customer engagement strategy, it is important to leverage multiple channels.
According to the Aberdeen Group, brands with strong omnichannel customer engagement retain an average of 89% of their customers as compared to 33% for companies who use a single channel.
An omnichannel approach to customer engagement is effective because customers are active on multiple devices and channels – and having a one-dimensional approach by being reliant on only one channel is restrictive.
According to Marketing Week, 15 years ago the average consumer used two channel touchpoints when making a purchase, and only 7% regularly used more than four. Fast forward to 2020, and most customers use an average of six touchpoints with nearly 50% regularly using more than four.
Omnichannel messaging campaigns enable you to engage with customers where they are making your brand or business accessible to them. This is also why omnichannel buyers are 23% more likely to make repeat shopping trips.
Paving the way for digital transformation
To ensure your digital transformation ticks all the boxes that future-proofs your customer engagement, it is crucial to analyze and measure results that will empower you to:
- Share, map and utilize data effectively
- Create a roadmap for future campaigns
- Basic monitoring and channel measurement on a single hub
- Optimize costs by investing in campaigns that work
Technology can empower dynamic campaigns at scale, allowing you to focus on the strategy. And when it comes to customer engagement, creating personalized campaigns – delivered at the right time, and right channel – to create and nurture lasting relationships is key.
The future of customer engagement is – personalized, people-based, and predictive.
Creating a positive customer engagement experience across all channels and touchpoints with multiple martech stacks, fragmented data, and various stakeholders can hinder your digital transformation.
To unify data, measure insights, personalize campaigns, and automate journeys, a centralized single customer engagement hub is important – when thinking about what customer engagement means for your company.
Future-proof your customer engagement with Moments