Everyone’s talking about real-time customer engagement and we all know we want to move our customer engagement campaigns in this direction. However, like any “new thing” it has this mysterious and elusive jargon. Added to this there are many providers selling it. The upshot — finding a solution can get overwhelming very quickly. How do we weed through this complex landscape, to get our customer engagement campaigns ready for real-time, without being overwhelmed by the jargon and the multiple possibilities available to us?
Breaking Real-Time Customer Engagement Down.
If you peel away the jargon and the buzz words real-time customer engagement campaigns are not as overwhelming as they first seem. It is about finding relevance at the intersection of the customer, your business, and time. It’s understanding what you can offer that is relevant to your customer at just the right moment. How do you get there?
This can be achieved manually with one-time targeted messages or with automation leveraging data to trigger the best message, or offer, in a customer’s ideal or preferred channel at exactly the right time for the customer. In practice, real-time marketing is a spectrum extending from manual to automated effort; manual, triggered, dynamic, and adaptive. What is needed are campaigns that move us along this spectrum and before we know it we’re there; executing customer engagement campaigns in real-time.
RedPoint Global offers a straightforward way to view migrating to real-time customer engagement campaigns. This simple approach and practical examples of effective real-time customer engagement campaigns are outlined below.
|Inject ideas or messaging into widely covered events, news stories, or comments to generate viral media coverage.||Trigger pre-configured communication actions across one or more channels based on action taken by an already engaged audience.||Using customer data, adapt content based on the context of the customer interaction on one or more channels, (and/or devices) the customer interacts with during their journey.||Use customer data from online and offline interactions to predict and trigger a next best communication or offer across any customer preferred channel or device.|
How to Move Across the Customer Engagement Spectrum.
|Examples: News-jacking and humorous responses to negative sentiment.
Case in Point: Arby’s was retweeted 81k times after posting “@Pharrell can we have our hat back?” during the Grammy’s.
|Examples: Welcome emails, retargeting, and cart abandonment campaigns.
Case in Point: Boot Barn achieved a 12% lift in revenue after implementing a series of personalized emails to customers who abandoned their carts.
|L’Oreal Paris engages site visitors with interactive questions about hair color, eye color, and personal beauty concerns. As users interact the site experience dynamically updates with products and tips based on the visitor’s information. First time visitors are offered free product samples (shipped to their home address).||Examples: Personalized messaging on online based on interactions in offline channels (purchase, inquiry, product sensor).
Case in Point: CPG company uses in-home IoT device sensors to see when a customer is low on product refills. This triggers an email/ SMS as a reminder (customer has opted-in). If no action is taken, a personalized direct mail coupon is sent to customer’s home.
Reading through these examples, my guess is, you are realizing that, on some level, you are already engaging your customers in real-time. Your next step is to think about how you can advance your campaigns along the spectrum, gaining in-depth knowledge of each customer’s triggers and how to respond to them with relevant campaigns, offers, and messages that reach them at the right moment, in the right place.
To find out more about how you can advance your customer engagement campaigns, download VeraCentra’s e-book, Five Ways to Kick Customer Engagement into High Gear.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade. We’ve made it our mission to help marketers advance and thrive. Learn more about us at veracentra.com.