Workforce Management Featured Article
Customer Engagement Expectations Are Changing, Businesses Must Adapt
Digital channels are the primary source of shopping efforts today. Customers have access to shopping at their fingertips as consumer marketing makes the shift to an anytime, anywhere approach. With the shift, recurring brand outbound messages are no longer sufficient to drive customer engagement.
"When communicating with customers today, brands must break through endless noise to reach their customers,” said Jeremy Swift (News - Alert), CEO and co-founder of Cordial. “Marketers need strong data capabilities to really ensure they are communicating with customers in the ways they expect. Brands must take the time to understand customer expectations and meet them where they are — with more thoughtful and timely communications."
Based on its recent research, identified areas of opportunity for businesses to better accommodate evolving personalization expectations and to more effectively engage with customers.
- Consumers shop more with those who invest in greater personalization: 81% of consumers are more likely to buy from stores and brands that communicate with them in personal, relevant ways.
- Consumers want marketers to use data in more sophisticated ways to improve their experience: 70% of consumers are willing to share more information with brands if they knew they would use it to improve their shopping experience.
- The importance of mobile apps is rising in online and in-store shopping experiences: 70% of consumers are shopping via mobile apps more frequently than they did a year ago, and 76% prefer when stores and brands offer their own mobile apps for shopping.
- Brand loyalty motivators differ by generation: 67% of Boomers and 49% of Gen X say that giving them the lowest price is the best way to win their loyalty. Fifty-four percent of Millennials and 44% of Gen Z shoppers point to personalized offers and incentives to keep them happy.
“Tools and strategies that worked 10 years ago, let alone two years ago, no longer apply. Expectations are at an all-time high as technology, instant gratification and myriad other experiences have shifted the norm for consumers,” said Swift.
Understanding experiences in the customer journey and changing preferences and behaviors is one thing. The next step is to leverage the latest contact center and customer engagement technologies and solutions to react to them and deliver more meaningful engagements.
Edited by Erik Linask
