Customer engagement in the “digital now” stands for the beginning of a new era. For the end of one-size-fits-all communication and even more: for the break-up of clear sender and receiver roles. All actors are networked via social media, and the exchange is livelier than ever. Gone are the days of rough assumptions, thin market research, and static communication strategies. The era of data has begun. And with it, worlds of data-driven customer engagement are opening up.
Essentially, a transformation of your entire business is imminent – because “one voice to the customer” means becoming a one-touch front-office organization. All this really means is that all processes that are customer-facing in any way, shape or form (sales, customer service, marketing) will be even closer to customers and even more customer-centric in the future.
Let’s be real: The digital transformation seems to make everything more complex somehow. But complex does not necessarily mean complicated. With us, it certainly won’t be! Customer engagement – as an element of the “digital now” – is indispensable for CRM-based customer loyalty strategies at valantic.
Magic word: marketing. Digitalization brings with it a lot of novelty. Where the annual campaign used to take up a fixed period of time in the marketing schedule, parallel campaigns are now possible on demand. Because of a variety of channels and assets, messages and moments, the allocation of the target group in the funnel will have to be driven by real data in the future. Which aspect of the annual campaign gets shown will be determined between pull and push.
B2C, B2B, B2E or B2X: The customer is always a human being.
And people have never fit well into standardized models.
With the help of a variety of digital touchpoints, channels and devices, as well as a solid data strategy, this new complexity holds a unique potential: the possibility to know our standing with customers in real time.
Every interaction is a favor on the part of your customers. And for us, it is always a signal. Even though the increased complexity through more comparability and easier access to different buying platforms gives customers more freedom and opportunities to decide against your brand: You can recognize that a purchase decision is imminent. And then you can maximize your chances.
Data is at the core of digital transformation.
One data silo rarely comes alone. That’s why 100 % (in words: one hundred per cent!) commitment is required when converting, building or expanding a robust but at the same time flexible data structure.
No stone will be left unturned. In our case, however, it is processes instead of bricks. And these changes will affect the entire company.