What Will Be The Future Generation Of Customer’s Engagement?

Businesses today are certainly not lacking when it comes to access to customer data. According to new research – companies can sum up their customers’ interactions across multiple touchpoints, which understand their behaviour, preferences and expectations better than ever before.

It’s clear that, whilst the digital age has opened up exciting new ways to engage with audiences and amplify brand communication, the challenge is standing out from competitors and being the voice via customers. So, with discreet customers in control of their journey and quick to become frustrated by businesses who don’t seem to understand them, what can brands do to prove they have a deep understanding of their needs.

We believe the secret lies in smart segmentation with basic abstraction by age or gender doesn’t go far enough anymore. If marketers want to build great relationships with their customers, they need to create a relationship with the customer as one of the part.

Tour of customer engagement programmes in Past

Back in the 1990s, Customer Relationship Management (CRM) technology, or a company’s own database system, underpinned the way organisations stored and managed their customer data. This technology was functional but lacked sophistication as it ensured that employees knew who they were talking to, and could access the necessary details of the person on the other end of the line. Customers were often only rewarded based on purchases made and how long they’d used the company rather than preempt what they may want or need at their current or next life stage, for example buying their first home.

Tour of customer engagement programmes in Present

Today, businesses need to meet the needs of tech-savvy and multi-connected customers who expect real-time responses with minimal effort. The key challenge, therefore, is companies having the ability to interpret customer data and use it to fuel insight. We all know how annoying it can be to sift through emails, or scroll past ads on different social channels, that have no correlation with our lives. At best, irrelevant offers can be a mild nuisance to customers, but at worst, making assumptions can risk causing offence. Just because customers are in the same age supports does not mean they are a group of people who share the same behaviours, needs, attitudes or desires in life.

Tour of customer engagement programmes would be in Future

 In the past, life stages were more fixed by ages. Now the lines are blurring and things are more fluid. In the world of “Digital Marketing Generation”, it may not fit into expected patterns of the customer journey. Having so much data availability with them, companies should have the ability to be smarter about building a much more holistic view of their customers which will enable personalised, relevant interactions – giving people what they like most, at the right moment. These include people who prefer to manage aspects of their life with digital technology.

These examples show that next-gen engagement is more than data-driven marketing; it’s about getting to the intangibles of human motivation and encouraging behaviour to create more rewarding journeys, thereby understanding and making the most of the relative value of different rewards to different people.

We know that many loyalty programmes in the past haven’t worked because they’ve not been personalised enough. If businesses want to truly become a valued part of their customers lives, better personalised programmes is the answer.

We may initially have different perspectives on how to achieve the best results, but by working together like a team and listening to the advice and concerns from each side, then you’ll start to see real and sustainable results. Click here to learn more about Digital Marketing :  http://www.imarks.in/category/digital-marketing/