What does that look like? Well, when brands use the Braze customer engagement platform in conjunction with behavioral analytics from Amplitude, they’re able to take the engagement data collected by Braze and use Amplitude to dive deep into that data to pull out key insights that can help demonstrate the impact of their efforts and drive more effective campaigns in the future. To make that happen, brands need to have behavioral analytics and customer messaging technologies that can work in tandem to power unique real-time, user-driven customer-lifecycle driven, cross-channel marketing campaigns. In order to effectively speak to consumers across the user lifecycle, marketing, growth, and engagement teams have to be able to understand consumers’ preferences and behaviors in a nuanced way and then use those insights to customize their brand experiences. Analytics + Customer Messaging = Effective Real-Time Lifecycle Engagement Today’s modern customer engagement stack consists of technology systems highly tailored to the individual brand and nuanced customer needs.įor example, a company might take advantage of some or all of the different technologies listed below…Ĭommon components of a customer engagement stackīut while specific marketing stack components will vary, any brand that wants to communicate effectively with their customers in the moment in a way that matches up with each individual user journey needs to invest in two key capabilities: Customer engagement platforms and analytics platforms. Instead, smart brands are leveraging as many specialized offerings as needed to orchestrate their company’s unique approach to marketing and engagement. Gone are the days of finding one vendor or platform that handles everything when it comes to your customer engagement strategy. The Building Blocks of Modern Customer Engagement Stacks To truly power in-the-moment customer engagement, however, there is one thing all customer engagement stack components must have in common: They must be able to speak to each other and share data and insights back and forth-in real-time. One distinct technology may provide behavioral data, one separate system may be responsible for storing the data, and another may generate customer rewards based on the behavioral data, with each serving a distinct, unique purpose. These stacks are built to combine together the best of customer engagement technologies-including data analytics, location and personalization tools, and engagement technologies-to allow brands to power end-to-end customer journeys seamlessly, within one collaborative ecosystem. What Is a Customer Engagement Stack, Anyway?Īt its core, a customer engagement stack is a collection of linked technologies that make it possible for a given company to reach, engage, retain, and monetize their audience. But with the rise of modern customer engagement technology stacks, the process has become more doable and more straightforward for a wide range of brands. And when they make a charitable donation, they expect a thank-you message-not just a general announcement asking them for their support.įor the organizations running things behind the scene, it hasn’t always been easy to create this kind of seamless, personalized customer experience-one that’s responsive to individual behaviors and actions without treating customers like a homogenous group. When they stream a show on their smart TV and then switch to watching on the smartphone in bed, they expect the app to know not just what show they were watching, but where in the specific episode they were…and to be able to pick up right where they left off. They take for granted that when they order a product, they’ll be notified the moment it ships, and receive updates about the package’s expected arrival time, delivery confirmation and special offers to get them to place their next order. Today’s consumers have serious expectations.
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