The State of Insights-led Customer Engagement Report 2022

  • Get customer engagement reports from top regions such as Europe, India, North America, Middle-east, and Southeast Asia.
  • Discover what insights growth and product marketers capture to offer customers personalized experiences.
  • Know what are the current customer engagement trends and challenges when engaging customers.
  • Uncover what customer, journey, and campaign insights you should be focusing on for an exceptional customer experience.
  • Benchmarks from across BFSI, Media and Entertainment, Telecom, Consumer Shopping, Ed-tech, and more industry verticals.
  • Actionable strategies to evolve from a campaign-centric approach to a customer-centric approach for successful customer engagement.

Get access to survey findings that will help you understand customer engagement strategy for different regions

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What is the current customer engagement trends across

Around 22% of the respondents in the Europe region utilize CRMs and multi-channel CEPs, respectively.
Want to know how insights-led customer engagement can be the answer to all your customer engagement problems? Get your region-specific State of Insights-led Customer Engagement report

What is the biggest customer engagement challenge?

Yes, the lack of real-time analytics is the biggest concern across regions as it hinders the objective of creating personalized experiences. It is clear to say that regional marketers are not able to dissect the customer data of their new and existing customers as much as they would like to.

How are the insights used to improve customer engagement strategies?

Yes, 27.8% of marketers use insights to send personalized product or content recommendations across digital channels. As we see similar trends, personalization remains a top priority for marketers across various regions.

Get State of Insights-led Engagement Reports from Europe, India, North America, the Middle east, and Southeast Asia

What digital channel approach do marketers have for their omnichannel strategy?

Globally, we observed that a mix of email communication (18%) and social chat messaging app (15%) are being utilized. It is interesting to note that when dissecting the survey findings from various regional perspectives, we found most marketers are using Email as their top digital channel to engage. Gathering a deeper understanding of customers can also help marketers map preferred channels when sending engagement campaigns.

What impact do journey, campaign, and customer insights have on business metrics?

We see that 39.5% of marketers value that campaign, journey, and customer insights are high impact. We found that the 40% are unsure, as they have been measuring short-term vanity metrics instead of the more medium and long-term insights, which could contribute more meaningfully to their business metrics and ROI.

The need to switch from campaign-centric to insights-led engagement

Most brands send campaigns based on a standard flow of customer’s lifecycle; not using customer insights to understand preference and behavior to fuel hyper personalization that leads to customers disengaging with the brand. The need to switch to insights-led engagement is increasing by the day. As a brand, you can adopt this approach by following these six best practices:

1. Constantly think of messaging to individuals at scale instead of a broad cohort of customers. 

businesses deliver personalized messaging for LTV improvement

2. Go beyond basic campaign creation and use data to define their overall CRM strategy. 

ability to create data-led workflows concept

3. Be customer-centric instead of campaign-centric in their approach to engagement.

user centric messaging

4. Measure the long-term impact of engagement strategies on customer retention and LTV (revenue).

existing and new product suggestions to maintain customers on websites and app

5. Develop the habit of being insights-driven in your campaign planning and optimization approach.

use data to create insightful workflows

6. Be proactive instead of reactive when creating customer relationships.

research says companies should increasingly focus on CEP platform

Frequently Asked Questions

What is this report about?
This report was created after surveying 2000 marketers and product managers across the globe to get a pulse on how current customer engagement is managed. Also, to understand what insights marketers scrutinize to create a personalized experience and increase customer lifetime value using a customer engagement platform . The report results also shed light on how companies have changed their approach to engagement since the past year.
What regions were covered in this report?
We surveyed marketing leaders and product managers from Europe, India, North America, Middle-east, and Southeast Asia regions hailing from industry verticals such as Consumer Shopping (Retail and E-commerce), Banking and Fintech (BFSI), Ed-tech, Media and Entertainment, Telecom, and Travel and Hospitality. There are some sub-verticals such as Grocery, Hotels, and likes included.
What insights does the report contain?
The report contains survey findings on the challenges faced by marketers while planning engagement efforts, their approach to customer success, factors they currently base their campaigns on, insights they capture when it comes to journey, campaign, and customer insights, as well as how they personalize engagement.
Why is there a trend to move from campaign-centric to customer-centric engagement?
Typically, engagement is looked at through a very campaign-focused, hypothesis-driven lens. These workflows might run on a marketer's idea of what the customer really wants, so the results only have a short-term impact. The insights-led engagement approach considers their preferences, behaviour, existing data, and buyer patterns across various channels. The availibilty of artificial intelligence driven platforms are also encouraging an insight focused approach for businesses.
What do you mean by insights-led engagement? How is it different when compared to the current engagement approach?
The current engagement approach has marketers plan campaigns, run them, analyze the results these garnered, and course-correct. This approach has the customer sidelined. On the other hand, the insights-led engagement approach is a continuous loop that uses behavior, preferences, or affinity to generate real-time insights by monitoring behavior, existing data, and buyer patterns across various channels. It is also built to examine data at scale and leverage it to predict customer behaviour in the future.
What are customer insights, and how could they improve customer experience?
Customer insights are interpretations of data on their behavior, activity, interest, and attributes. The goal of gathering these insights is to fuel effective personalization. These insights and others on the journey and campaign effectiveness can help you with accurate personalization, facilitating a frictionless experience, and predicting actions like churn, dormancy, or uninstalls.
How can marketers gather journey, campaign, and customer insights?
Streamlining the data you’d receive from online and offline sources is the key to gathering insights. Majority of the survey respondents (41.35%) state that their teams (marketing, social media, mobile, email teams) either separately plan and execute engagement or centrally plan and independently execute engagement efforts. Only a tiny percentage of those surveyed report that their planning and execution are centrally aligned. This siloed approach hampers the collection of insights. To gather this data from across your omnichannel engagement, build a 360-degree unified customer profile that includes their attributes, activity across channels, campaign interactions, and more. It will also help you in your overall business growth.