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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Customer engagement technologies must drive loyalty

Customer engagement is the new front line in the customer communications battle, according to the 'Customer Engagement Technologies State of the Market 2015' study from InfoTrends, which has observed a number of solution vendors already adapting to the trend by adding more engaging capabilities to their marketing communication platforms and offerings.

The aim of the study was gain greater insights into customer engagement technologies and to better understand how enterprises are adapting these technologies to improve their customer relationships, and the study found that the scope of traditional customer communications management (CCM) is expanding, driven mainly by technology innovations that enable enterprises to directly communicate with individual customers. Consequently, enterprises must begin cultivating their customer relationships by engaging with their customers to maintain levels of customer satisfaction.

In the survey, InfoTrends questioned 800 North American and Western European enterprises within key verticals for their most important business objectives to invest in customer engagement technology (CET), and found that the top priority for enterprises that are already investing in CET is "to improve customer experiences" and "drive customer loyalty". Cost and risk reductions have become secondary priorities.

The research also showed a clear trend of marketing playing an increasingly dominant role in customer communications. This, the report suggested, is causing a change within enterprises, shifting their customer communications from an operational point of view toward a more strategic point of view.

As a result, the company warned that many enterprises need to urgently rethink their business processes - especially those directly involving significant customer interactions - such as customer service, help desks, and other front-end business processes.

Sources: InfoTrends / The Marketing Factbook.
Copyright © 2015 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)