Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Best practices for digital customer engagement

The report, entitled 'The perfect digital blend: engaging customers through email, SMS and social media', illustratez the types of messages that resonate with consumers across three digital channels (email, SMS and social media) and found that brands which integrate their marketing activity in a multichannel approach can engage customers more effectively than those that don't.

As a result, the report urges brands that are keen to navigate the digital landscape and understand how to engage with consumers to take into account the following considerations:

• Email
  Relevance continues to be critical, with targeting based on web analytics leading the way. Consumers expressed the highest willingness to respond to emails including a discount offer for products they had been recently researching online (45%). This was followed by reminder emails regarding shopping baskets that had been filled online but not checked out.

  Geographic and demographic targeting is also important, with consumers confirming that they would be more likely to respond to emails relating to products/services available in their area, or to their lifestyle or age group.

• Social media
  51% of young people (18-24 year olds) indicated they would be happy to follow brands on social media sites, with the main reasons being to 'find out about sales and special offers' (33%) or to 'hear other users experiences and reviews' (17%).

  Brands need to identify and reward advocates that are actively sharing content on social media. This could include sharing new/pre-release information with them first.

  Adding an email address collection box on social media networks can provide a noticeable uplift in subscriber bases for future email campaigns, creating long term customer engagement.

• SMS (text messaging)
  Post purchase, service-based messages are most welcome. These include 'confirmation of a purchase or appointment' (45%) and 'confirmation of a delivery date' (51%).

  SMS works very well as a call to action in above-the-line advertising. This is an effective way of generating an immediate response from consumers and of capturing their contact details for future mailings.

  Offer-based SMS campaigns are of interest to consumers as long as they are timely and relevant. They can draw on techniques such as geo-fencing to drive local customers in-store.

According to Steve Lomax, managing director for Experian CheetahMail (EMEA), "Brands that intelligently integrate digital channels will be the most effective. It's vital to present customers with the right offer at the right time, and through the right channel mix. When implemented correctly, campaigns that are relevant and timely are likely to generate significantly higher return on investment than standard bulk mailings."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)