Breaking the Myths Around Customer Engagement for Modern Consumer Brands, Marketing & Advertising News, ET BrandEquity

    Representative Image (iStock)
Representative Image (iStock)

Meaningful customer engagement is about understanding the changing needs of the consumer and meeting them in a relatable and personalized way. Creating a personalized and seamless customer engagement is a dynamic process, modern consumer brands have got the Midas touch. With the help of an insight-based, customer-centric approach, many brands have demystified the engagement process, thus busting some long-standing myths, which will be addressed below.

On the other hand, brands that engage with customers in silos, have not adopted an all-encompassing approach, and do not provide personalized experiences, are losing out on repeat usage and customer loyalty. Modern customers really want brands to actively understand their behavior and preferences, predict and meet their needs, and further deliver value. This can only be achieved through an insight-based engagement approach powered by an intelligent customer engagement platform.

Now that we’ve covered how an insight-based approach can help brands drive meaningful engagement, let’s address some of the myths about customer engagement as a process:

  • Myth No. 1: Customer Engagement is a complicated process and there is only one good strategy

Reality: While there are certainly a lot of aspects to consider in customer engagement, it is certainly a necessity for modern consumer brands, and is far from being just another good strategy. Today’s businesses have gone a long way in this journey by creating an insight-based actionable engagement strategy. Brands can start by listening to customers who are communicating through online forums, posts, ratings and reviews, and meet their needs through product offerings accordingly.

With the advent of marketing technology, brands can now develop a deeper understanding of the customers by analyzing their movement through the purchase path and engage as per their steps. Brands need to drop their tacit communication approach and adopt an all-encompassing approach and being available. All customer touchpoints irrespective of channels.

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An insight-led customer engagement platform will come in handy here, which will provide deep customer understanding and actionable insights to better understand customers. Such platforms help brands create customer-focused marketing strategies by segmenting customers into unique groups and personalizing their experiences across channels based on attributes.

  • Myth 2: It’s hard to get a single customer view because the data is scattered

reality, An insights-based customer data platform can create a 360-degree customer profile, which gives a complete picture of each customer and their likes, dislikes, likes, likes, affinity and browsing patterns. The effort should then be to understand the what, why and where of a customer’s buying journey and use those insights to drive engagement. This level of customer-centricity is made possible through an insight-based customer engagement strategy where marketers remove the guesswork from practice.

  • Myth 3: Investing in an integrated system is an expensive proposition.

Reality: The build-versus-buy question is a dilemma that arises every time a business wants to add a new platform to its technology stack. While the cost factor of an intelligent customer engagement platform cannot be ignored, neither can the need for it. Investing in an insights-led engagement platform helps brands process data and transform it into actionable insights, creating a 360-degree customer profile while complying with data governance and privacy issues.

It is also important to note that while building such a platform from scratch (and in-house) requires a lot of time, expert and dedicated resources, there is a considerable risk in the event of any functionality breakdown. Is. The unfamiliarity of the development team with the technology required to build the platform can often result in increased costs. It is also well documented that the total cost of ownership of building such a platform is significantly higher due to the maintenance work involved. Pricing is also more predictable and fixed in integrated solutions.

  • Myth 4: Establish elaborate customer engagement processes rather than focus on other priorities
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reality: In today’s world there is no greater priority than construction Strong and effective customer engagement framework, as most marketing goals and KPIs revolve around a meaningful customer engagement process.

Here, Pudding’s proof is in its effective adoption of an innovative and insight-led engagement platform, examples of which can be seen across leading brands in the country. The results reaffirm the fact that nothing is more important than providing a different, relevant and personalized customer experience.

The bottom line is that customer engagement is much more than just a minimal transactional relationship. It is about building a meaningful and value-added customer-brand connection that helps the business in sustainable growth, garnering loyal advocates, and ultimately reflected in the revenue stream. If that doesn’t excite modern businesses, what will?

In conversation with ETBrandEquity.com, Chief Marketing Officer of Mattress brand Duroflex shares some quick tips and results on implementing Martek tools and explains how Duroflex has grown its GMB listings using the same.