Through the evolution of marketing from the trade era to the marketing orientation era to today's social/marketing era, one factor has remained prevalent: customer engagement.
The emerging science that has now steered marketing innovation holds that the vast majority of buying decisions and consumer loyalty are influenced by emotional as well as rational factors. This means consumers' psychological attachment to a product or brand alters their buying decisions.
Adding to this motivation is the changing behaviour of customers towards what they buy and how much they spend. Today, most of the buying decisions are backed by online research and user feedback about the product, company or brand. Value for money, product and exceptional customer service inspire them to stick around and work as brand ambassadors for the product.
According to Gullap, the American research-based global performance-management consultant company, customer engagement presents an average of 23% premium in terms of share of wallet compared to disengaged customers, who represent a 13% discount in those measures. Gallup found that in the insurance industry, fully engaged policy owners purchase 22% more types of insurance products than actively disengaged policy owners; and in the hospitality industry, fully engaged hotel guests spend 46% more per year than actively disengaged guests spend.
Customers appreciate excellent customer service and are vocal about their experiences across social media channels. Smart leaders understand that customer acquisition and retention is central to real growth, inspiring them to use data and analytics to identify touch-points and devise strategies to meet them. Adapting to this new competitive environment will require companies to mine out their data resources, bringing out core information about their target customers.
But, how ready is your company to embrace customer engagement and communicate with your customers in real-time across all the different touch-points? How do you go about implementing a practical solution between IT and marketing? What do you have to do to increase ROI from the "always on" customer?
Data intelligence solutions provider, Effective Intelligence, will be hosting the Customer Journey Excellence Summit 2014, on 17 September at the Bytes Conference Centre, in Midrand. The summit will take business leaders through the customer journey and the capabilities of customer engagement and the need of creating an aligned and integrated customer experience. Business leaders will take a step through the customer journey and understand the key outcomes that will benefit their business' bottom line, but, most importantly, will understand the seamless experience and fast interaction capabilities that customer engagement offers.
From acquisition to cross-sell and up-sell, through to retention and loyalty, the summit will design and co-ordinate engaging customer experiences to take each attendee through a customer's personal journey. Understand how customer engagement can offer fast, real-time personalised content and messages across channels, drive investments in the right direction and maximise ROI. If your business is serious about engaging customers, you need to move customer engagement to the centre of your growth strategy by accounting for the rational and emotional aspects of your customer relationships. The leaders of the new marketing era will integrate customer experience on a foundation of exceptional service.
Your "always on" customers live 24/7 instant gratification lives on multiple touch-points and channels, and customer engagement offers you the tools to engage and delight them at every point - and increase revenue. The Customer Engagement Excellence Summit 2014 will be presenting the world's best award-winning Orchestration Hub solution for the first time in Africa, which is a must see.
Contact Effective Intelligence to become part of the new era in marketing, customer engagement.
Contact Fatima Ross on 086 100 0452
Web site for more information: http://www.e-intelligence.com/summit/home/
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