Why Digital Transformation Is a Revolution for CX
3 Words to Evoke Partnership and Transformation
Integrate Customer Payment Options on One Platform
How to Maximize Moments of Engagement
How to Streamline Check-Based Payments
Get Started on a Sustainable Communications Plan
Bridge the Gap Between Digital and Traditional Channels
Define Your Roadmap to Digital Transformation
The term “personalization” has been around the marketing world for a while. But today, it comes with much higher stakes.
Consumers don’t just want an email communication to address them by name. Seventy-six percent of consumers expect brands to understand their needs and expectations, and 59% of customers say tailored engagement based on past interactions is very important to winning their business. Four out of five consumers would share some type of personal data for a better experience.
This becomes harder with the proliferation of channels and devices that have taken over both our online and offline worlds. For example, when a person uses their smartphone, they are hopping between email, in-app and SMS to browse content, make a purchase or pay a bill. Customers expect you to provide a consistent and persistent brand experience across these channels in both your promotional and service-related communications to foster connection. This not only requires using multiple channels in your communications but also orchestrating them at the user level to drive true customer loyalty and retention.
Companies have had a lot stacked against them that has made true personalization difficult to achieve. The main challenges have come down to the three Ps—platforms, process and people:
The way for companies to overturn the status quo and drive true customer retention and loyalty is through customer engagement management (CEM).
CEM incorporates personalized omnichannel marketing into each stage of the buyer journey to reach customers where they are and elicit the desired response. It involves both measuring these interactions and behaviors and then optimizing the next engagement based on insights gleaned from how customers respond. A comprehensive CEM strategy helps break down barriers with efficient, cost-effective and easy-to-implement technology so you can orchestrate communications across touchpoints. There are a few things to keep in mind when looking for the right CEM platform:
Personalization will continue to be paramount as brands look to drive business results and long-term customer loyalty and retention in the modern age. Omnichannel orchestration, underpinned by powerful CEM technology, is the way to do it.