Why Marketers Should Prioritize Real-Time Customer Engagement

Feb 14, 2019

Why Marketers Should Prioritize Real-Time Customer Engagement

There’s no time like the present; the old adage encourages living in the moment and taking opportunities as they arise. This approach to life can be difficult to apply to marketing, but in the age of Customer Intelligence, marketers have no excuse. Today’s customers demand efficiency and convenience; part of this demand can be met with real-time interactions that provide the customer with value right when they need it. Below, we highlight some scenarios in which real-time capabilities make all the difference in the relationship between brand and customer.

  1. Immediate customer service. If a customer is unsatisfied at any point in the customer journey, it’s essential that the issue is addressed and rectified as soon as possible. In this age of heightened competition amongst brands, a single hitch in customer experience may be enough to lose the customer completely. With Customer Intelligence, marketers can leverage machine learning algorithms to identify and interpret customer intent—and respond to it immediately. For example, if a customer has shown interest in a product that has sold out of their size, on-site messaging that offers similar product recommendations benefit both the customer and company.
  2. A seamless omnichannel customer journey. These days, it may not be enough for the average customer to address issues as they arise. From the outset, customers want to feel the ease of interacting with your brand no matter the channel or device they use—and they expect the channel-hopping to be seamless. For marketers, this means using Customer Intelligence with identity resolution capabilities to recognize each customer as the same individual no matter where they are or what device they use. Customer Intelligence technology ensures that marketers can pick up individualized conversations in real time, from desktop to mobile phone to voice-activated device, providing a consistent and engaging customer experience.
  3. Cultivate the customer relationship. The customer journey doesn’t—and shouldn’t—end at conversion. Marketers need to continuously cultivate the relationship to encourage retention, build brand loyalty, and inspire advocacy. Marketers can use Customer Intelligence to deliver consistently personalized messaging that recognizes the customer when they return to the brand website, reminds them of repeat purchases, provides special offers on their birthday, and so on—all in real-time.

In today’s competitive environment, each interaction is critical. Customers’ experiences are won or lost in the matter of a moment. Marketers who use Customer Intelligence to provide personalized engagements on the right channel at the right time will succeed in building strong customer relationships that last.

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