Remember when marketing was measured by response rates, traffic, pipeline, CPM, leads, new customers, repeat customers, etc? Those were simpler times. These days, if real profits are elusive, marketing budgets get slashed. Just making the "best offer to the best channel at the best time" and then measuring results after the fact doesn’t cut it anymore.

All of this is driven by customers who now have unprecedented perspective – and expectations – about companies with whom they do business. The Internet has given consumers real control and confidence. If the story from marketing does not represent the entire experience, there is no place to hide from their ire. The customer buys, keeps buying, tells others, and pays more because of their complete experience with a product or service provider ... not just marketing or sales. For marketing’s investment to really pay off, it can no longer hand off a perfectly good new customer and hope for the best. Instead, it has to integrate marketing activities with all other customer interactions. And, consequently, the channel becomes an instrumental determinant of how marketing succeeds.

• A top ten cable MSO (multi systems operator) is asking us to help with the integration of real-time customer analytics, behavioral data integration, offer-management and CSR automation. The goal? To drive intelligently optimized customer retention and cross-sell.
  
  
• A major amateur sports association is considering the benefits of seamless real-time integration between their member marketing database and their e-commerce platform. Their objective is 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. They recognize just how critical it is 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. And, it makes sense as the next step in business’ customercentric evolution. It’s the perfect synthesis of technology, strategy, and analytics to improve every customer interaction in real-time.

Chances are, this makes sense for your organization as well. But, how do you get started? Here are three key rules for customer engagement:

The Best Real-time Analytics Wins
Making the best offer at the right time with the use of real-time analytics and data will be the gold standard going forward. In fact, it will eventually become the cost of entry as the world becomes more alive with interactivity across channels.

Synchronize - and Use - All of Your Data across All Touch Points
This includes all interaction and behavior data, web data, POS, social media, and customer service. And, it should also include your financial billing information, the best source of verifiable behavior available. Don't drive critical customer decisions at moments of truth with only half the story. And, make sure the story is the same everywhere. Customers will find and be annoyed by any inconsistencies.

Proactive Beats Reactive
Don't wait until your customers are out the door. Design segmented, highly personalized and customized communications and offers for every minute of every day. Be sure that you deliver value every time you communicate. Surprise with your consistently perfect timing and anticipation.

Personal, relevant, highly focused, and perfectly timed customer engagement. You have the data to do it and, these days, customers expect it.

For more insight from our experts, visit our blog InsightIQ.