Customer engagement is the emotional connection between a customer and a brand, as defined by Qualtrics, and involves building relationships with customers at every touch point, as per a recent Forbes article. This concept, as described by Wikipedia, focuses on creating deep connections with customers that drive purchase decisions and interactions over time. In today’s world, the challenge for marketers is to deliver on this foundational definition of customer engagement using current tools and technology.
Spencer Burke, SVP of Growth at Braze, a customer engagement platform, simplifies the definition of marketing and customer engagement to four words: connecting brands to consumers. The goal is for customers to want to buy, return, and buy again. Despite the simplicity of this goal, marketers face obstacles in delivering an optimal customer engagement experience. Challenges include the emphasis on key performance indicators (KPIs), routine tasks taking up time, a lack of technology hindering execution, and difficulty in tracking return on investment (ROI) for creative ideas.
A 2020 Global Customer Engagement Review conducted by Braze revealed that many marketing decision-makers feel hindered by these challenges. Forty-two percent of marketers cited a focus on KPIs inhibiting creativity, while an equal percentage felt too much time was spent on routine execution tasks. Additionally, 41% reported a lack of technology as a barrier to executing creative ideas, and 40% found tracking ROI on creativity challenging. AI has been suggested as a solution to free up time for creatives and improve the efficiency of marketing efforts.
Personalization is a crucial aspect of modern customer engagement strategy, as highlighted by Astha Malik, Chief Business Officer of Braze. Brands must be thoughtful in managing data to deliver relevant insights about their customers, which can be used to enhance the customer experience. However, there is a delicate balance to strike with personalization to avoid coming across as intrusive or creepy. By leveraging AI to interpret customer data and provide personalized experiences, brands can foster loyalty and resonate with consumers in a meaningful way.
In an increasingly connected world, marketers are faced with growing expectations from consumers who seek value in exchange for their attention. First-party data and AI are being utilized by marketers to ignite creativity and craft personalized experiences that resonate with consumers. Consistency in personalization is key to maintaining a strong connection with customers, as recognizing them consistently across interactions is essential for building trust and loyalty. Brands that focus on meeting customers where they are, providing value, and creating meaningful interactions are more likely to build lasting relationships that result in repeat business.
In conclusion, the essence of customer engagement lies in connecting brands to consumers through meaningful interactions. The use of current tools and technology, combined with a focus on creativity, personalization, and consistency, can help marketers overcome obstacles and deliver optimal customer engagement experiences. By leveraging data, AI, and personalized strategies, brands can create valuable experiences that resonate with consumers and foster brand loyalty in an increasingly competitive marketplace.
