Learn what is missing in the current approach to Customer Engagement
Explore how to bring the CUSTOMER back in Customer Engagement
Understand where current Customer Engagement platforms fail
Discover the importance of customer insights, customer journey insights, and campaign insights
Insights-led Engagement is the modern marketer’s way to deliver better customer engagement by evolving from a campaign-centric approach to a customer-centric approach. This approach helps build a delightful and memorable customer experience, leading to the prevention of customer churn.
The Insights-led engagement flywheel has three major actions which contribute to its momentum and determine success:
Marketers need to collect actionable insights by analyzing customer behavior to identify which set of customers need to be engaged, what the right type of campaigns to be used are, and how the product can be improved to provide a delightful customer experience.
Next, to improve customer satisfaction, marketers need to create personalized and relevant experiences that span across communication channels such as emails, push notifications, web notifications and banners, in-app messages, SMS, social media, and more.
Lastly, marketers should leverage machine learning to optimize their engagement strategy and maximize reachability and conversions.
Customer-centric brands are proactive in their approach to customer engagement. To make your customers realize that you “get” them, you need to understand them well before you roll out your engagement campaigns.
Following this customer insights process will help you build personalized customer experiences.
With close to 1 million registered players, Classic Rummy, India’s favorite online card gaming website, adopted a customer-centric approach to player engagement through personalized alerts.
Here are the customer data insights Classic Rummy gathered:
Thanks to these key customer insights, Classic Rummy observed customer behavior and tweaked its engagement strategy. The team saw an uplift in the following metrics:
Understanding customer journey analytics on your platform plays a key role in controlling customer experience and tweaking it for maximum engagement.
For over a million Brazilians, the most reliable investment consultant isn’t a person – it’s an app. With close to 2 million readers and 400 thousand subscribers, the company aims to help retail investors have the same returns as a professional by delivering investment recommendations.
Empiricus analyzed their customers’ onboarding journey in the mobile app and noticed a significant drop-off during the journey. Using customer journey analytics, the team decided to run an A/B test that involved changing the onboarding journey steps.
Lastly, you need insights into how your customers respond to your campaigns and communication and the long term impact of each of your campaigns on key business metrics. This includes behavior-based email campaign insights, location-based push notification campaign insights, in-app message insights, and more!
The team at Alodokter, Indonesia’s leading healthcare super app, realized that reaching out to customers at the right time using the right message was essential to increase active users, reduce churn, and boost retention.
The team ran experiments to optimize campaigns based on
By gathering the right campaign insights from various customer feedback surveys and by running experiments, Alodokter saw the following results:
Internet-first brands and enterprises need to deliver better customer engagement to increase North Star business goals such as revenue (LTV) and retention. Brands can achieve this by creating memorable and delightful experiences.
Knowing your customers, understanding their journeys and behavior, and analyzing how your customers respond to campaigns are three important components of insights-led engagement for online brands and enterprises.
Here are the steps to follow:
Current platforms are restricting the growth of customer engagement by not considering the most vital element – the customer.
And modern marketers and product managers have realized this.
Marketers and product managers that embrace insights-led engagement – that seek to build long term value for their customers – are delivering an immediate impact on customer LTV (revenue) and retention.
The essential differences that separate current customer engagement and modern insights-led engagement platforms are:
Instead of running engagement campaigns on hypotheses, an insights-led marketer analyses data, performs segmentation, studies different market trends to create personalized communication, and then starts running campaigns by using the right customer engagement tools.
Some of the top global insights-led brands are Deutsche Telekom, Samsung, Vodafone, Nestle, McAfee, Ola, OYO, Bigbasket, Mashreq, Airtel, Kredivo, and POPS Worldwide.
The correct customer insights definition for a marketer is: “Intelligence about how your customers behave on your platform, what they need, and predict their next steps”. An example of customer insight is “What are my customer’s favorite product categories?” Getting these actionable customer insights is the first step to effective personalization and to streamlining your retention efforts.
Knowing what customer insight to gather is an important challenge. Some of the actionable customer insights to gather by using technology are getting answers to important questions like “What are my customer’s preferences?”, “Which set of customers are loyal, prince-sensitive, or need attention?”, “What are their favorite categories?”, “When is the best time to deliver a message to my other customers?”, and “How many people are about to churn, convert, or go dormant?” Gathering such insights help engage your current customer base with existing resources and increase presence in a new target market or even venture into new markets.
Using an insights-led engagement platform will help identify and develop improvements in customer experience and improve retention efforts by being more data-driven. Gather actionable insights on every customer, customer journey, and campaign to prevent customer churn and delight existing customers.
Tools like MoEngage have the ability to draw insights from your current customers and inform how to act on them to improve overall customer experience by sending data-driven campaigns over multiple channels like email, push notifications, in-app, SMS, and WhatsApp to different segments.
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