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It's a fact! There is a gap between customer journey and engagement. What is it? Modern consumers perceive that brands fail to engage, either at bc data india package the time or in the place where potential customers spend their time.
The opportunity of the internet as a channel
While some are quick to blame the internet for isolating people, others see this ecosystem for what it is: a dynamic hub for interaction, connection and engagement not just between individuals, but also between brands large and small.
It's one of the few spaces where entrepreneurs can gain low-cost exposure , undiscovered products can become viral sensations , and people can connect with brands in ways that brick-and-mortar stores can't.
Modern consumers have become so accustomed to brand accessibility that the internet has become the first place they turn to throughout their customer journey . This has turned customer engagement from a luxury to a basic expectation.
Today, 84% of consumers believe that connecting with a real human being, not a metric, is key to their loyalty and repeat business . Yet, despite this shift in consumer behavior, many companies still don’t know how to engage with people, and when to do so.
Most brands think they know what their target audience wants to hear, where they look, and how often they want to interact. But when it comes down to it, many consumers don’t feel a real connection with the brand , which leads to feelings of dissatisfaction and frustration and can even lead to flight to the competition.
The cold reality is that customer engagement has moved beyond the strategies of yesteryear and a generic email isn’t going to cut it. As eCommerce platforms, sites, customers, and journeys evolve , the ways in which people interact throughout the entire purchase cycle must adapt as well.
ecommerce sales
So what to do?
To better understand customers, deliver outstanding experiences, and build long-term trust and loyalty, engagement strategies must meet the problems or needs of the modern user throughout every part of the customer journey.
To achieve engagement with potential customers, it is necessary that both the marketing tactics and/or strategies used in the purchasing processes are in line with customer expectations.
For example, in the United States alone, 65% of consumers believe that a positive user experience with a brand is more influential than good advertising. And not only that, 57% of consumers say that human communication would increase their brand loyalty and 58% say that human communication would increase their likelihood of spending money with a given brand.
stages of the customer journeyLearn about the 3 stages of the
customer journey for an e-commerce
Furthermore, the benefits of aligning engagement tactics with modern consumer expectations are huge. Customers who receive engagement from a brand on at least one channel:
They are 7.2 times more likely to make a purchase.
They have a 3 times longer retention rate.
They make almost 10 times more purchases overall.
And when a brand steps up its engagement efforts , those numbers see a healthy boost, too. By comparison, customers who see engagement across two channels instead of just one:
They are 73% more likely to make a purchase.
They have a lifetime value 4.2 times higher.
They have 58% more retention over 30 days.
What the future holds
Undertaking a meticulous multi-channel engagement strategy sounds, on the surface, quite overwhelming, especially if a business or brand is just starting out.
However, focusing on this aspect of the customer in a race to deliver the best possible experience is the path many brands and their marketing campaigns are now heading towards.
According to a study by Braze, 60% of brands will increase their marketing budgets in 2021. In addition, 48% of established companies and 39% of young companies will prioritize customer engagement .
While an average of 43% may seem like a substantial amount, those numbers also indicate that most brands will neglect engagement throughout 2021. That means there’s a huge opportunity for your brand to stand out, connect, and differentiate itself in the increasingly crowded world of e-commerce.
If you want to be part of these numbers and give your customers a real experience, you just have to reserve a space in your calendar and we will tell you how to achieve it.
