InsightIQ Blog

Marketing's New Frontier - Customer Engagement

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Sep 25 2009

We believe marketing's boundaries have been significantly extended.   Marketing can no longer recommend "best offer to the best channel at the best time" and then do a back-end analysis to see what worked.   Successful marketers today must seamlessly integrate with the actual customer interaction... with the channel being an instrumental determinant of how marketing succeeds.  

In the last few months as we have worked to integrate Quaero's marketing services skills with the vast front-line execution capabilities of our parent company CSG, we see this new frontier clearly evident in three interesting example client engagements:

  • A top ten cable MSO is asking us to help with the integration of real-time customer analytics, behavioral data integration, offer-management and CSR automation... to drive intelligently optimized customer retention and cross-sell.
  • A major amateur sports association is considering the benefits of a seamless real-time integration between their member marketing database and their e-commerce platform... to present a single, consistent, personalized and profit-maximizing face to their customers.
  • A rapidly growing medical device brand has asked for our help in integrating their ever changing commentary about their brand in social media with their customer relationship marketing... to be up to the moment relevant in their day to day personalized communications.

These are examples of how marketing is being eclipsed by customer engagement... which we see as the perfect leverage of technology, strategy, and analytics to improve every customer interaction in real-time.    Here are the three key rules for customer engagement that we are talking to our clients about:

  • The Best Real-time Analytics Wins... making the best offer at the right time with real-time analytics and the use of real-time data will be the gold standard... and will be table stakes as the world becomes more alive with interactivity across channels.
  • Synchronize & Use All of Your Data Across All Touch Points... including all interaction and behavior data, web data, POS, social media, customer service and certainly your financial billing information... the best source of verifiable behavior available. Don't drive critical customer decisions at moments of truth with half the story... and make sure the story is the same everywhere. Customers will find and be annoyed by your seams.
  • Proactive Beats Reactive... don't wait until they leave. Design segmented, highly personalized and customized communications and offers every minute of every day... and deliver value all the time in how you communicate. Surprise with your consistently perfect timing and anticipation. You have the data to do it and they expect it.

 

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