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How can customer engagement techniques transform marketing ROI
Gareth James, CEO
• What is customer engagement?• What is the customer
expectation?• How we should engage with
customers• How engagement can increase
marketing ROI
Customer Engagement 3
The on-going effort by a brand to interact with their customers and the measured response of that effort by the customer in return.
24/7 Demand
Explosion of marketing channels
Mobile Apps Email Web Store Call Centre
Multi-device
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Customer expectation
What customers want• Brand consistent service• Seamless search and buying
process• Treated like an individual • Real-time expectation
Exceptional experience
Great experiences = more loyal, active and profitable customers
Experience is perceived andowned by the customer
• Show me you know me• Know what I want• Know when I want it…
How to engage effectively
Communicate with me on my terms
with customers?
…even before I do
• Know when to talk and when to listen• The difference between intrusion and
support• Be empathetic and sincere• Be intuitive
How do we know our customers?Great relationships rely on two way communication
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How to engage
• Digitally listen to your customers
• Track and monitor behavioural data
• Contextualise the results• Use the insight• Give customers the
opportunity to respond on their terms
The familiarity process
Save me time & effort Reassure me
Help me decide
Journey point responsive interactions
Get to know me
Journey Management
Help me buy
The Start
Remind me/help me to buy again
Loyalty
Personalisation
Reassure me
How?• Timing is everything• Channel and device
acknowledgement• Empathy• Sincerity• Staying power
Customer engagement isn’t a choice for modern, successful brands – it’s a necessity• Success depends on - • The right technology & support• A customer centric approach• Agile strategy
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We’d be happy to answer any questions@Intilery www.Intilery.com