If you want your brand to be successful, create engaged audiences and excellent customer experience. You have to make the tough process of buying seem easy. Top-Notch customer experience is so profitable that the customer experience and relationship management software market alone is considered to be worth US$48.2 billion and it is gradually rising. There are so many options for marketers to consider that is overwhelming.
- Global retail e-commerce sales are expected to reach $4.8 trillion by 2021. (Statista)
- Customer experience will surpass price and product as the key brand differentiator by the year 2020. — Customers 2020 Report
- “Brick and mortar retail spaces will be reduced to little more than showrooms by the year 2022.” — Eddie Machaalani & Mitchell Harper, Co-CEOs of BigCommerce
If the needs of customers are changing, so should be technology provided by the marketers. In other words, customers are the actual decision-makers. Marketing is the main element in a company-wide strategy like customer engagement. It is important to access and interpret consumer data in a meaningful way as customers need to be understood at a one-to-one level. Explore hidden opportunities and instantly make changes to increase conversion.
Keep your focus on the customer and make your customer engagement strategy simple. Following are some of the ways to make sure marketers have access to the right customer insights. It will be helpful in prioritizing opportunities and make it all work.
1. Will This Solution Become a Money Pit?
You can connect with your customer base by adopting certain customer engagement tools. Integrations become complex, time intensive and costly if you stitch different tools together. Your customers will remain further away from you if you’re over budget and past your deadline. You can prevent struggling through drawn-out implementations, broken integrations and other deployment problems provided you avoid the complex tech stack. Choose a cohesive platform that offers quick and effective means to reach your customers so that you will be free enough to make the journey of your brand smooth and profitable.
2. Am I Choosing a Solution That Works for My Customers?
Marketers are always competing to be heard. You have to send the right message at the right time through the right channel. Provide relevant, and personalized experiences to your customers. Evaluating technology also makes it easier to make split decisions about each customer.
3. Do I Have a Single View of My Customers?
Your customer data will be of no use if you haven’t placed it in one place and can’t make sense of it in real-time. Purchase history, customer service history, website activity, app activity, email engagement, social media engagement, etc. are some of the things that you can interpret. Having a holistic view of your customers will make it easier to recognize and replicate common customer journeys.
4. Can It Scale for Both Volume and Capability?
The expectations that the consumer has from you will not change no matter how busier you get. You need to think ahead to account for your customer base growth. If you want a long-term solution, find something that can grow with your team. It will be harder to tailor your communications to the individual as you engage more and more people. You need a method to segment your database into countless ways and gives you multiple chances to connect with your customers on their terms. An effective channel for your business might be email.
5. Will I Have the Right Level of Customer Support?
It is hard work to engage with your customers. You need a service team that you can rely on so that there can be a smooth implementation process. Choose a support team that is committed to delivering proper service before, during, and after purchase. Proper customer engagement involves the ability to form trust with an efficient buying process. Don’t let your resources overcomplicate the process of customer engagement. Only a unified platform that allows engagement through all channels, with fast implementation and a single customer view, will let you get your job done properly.