Only 7% of companies are able to interact with customers in real time , in a personalized way and through all types of channels , both physical and digital. Of the rest, 24% have already started to interact in real time with customers, but only through digital channels.
The reasons for this situation are diverse, and one of them is the current technological infrastructure of companies. In fact, only 5% of marketing executives are satisfied with the results of their investments in IT for marketing, data analysis, engagement and customer relations, and only 16% express satisfaction with the work of their organizations to improve knowledge and relationships with customers.
54% consider the budget allocated to these applications to be insufficient and 31 % point out ukraine phone number that the information in customer databases is scarce or inadequate. This is despite the fact that, in the last five years, 42% of companies have installed at least 10 solutions for these functions; another 33% between 5 and 10; and 44% have allocated at least 25% of their marketing budget to replacing some technologies with others.
The data comes from the study “Empowering The Data-Driven Customer Strategy” , carried out by the international network of marketing executives CMO Council and the multinational RedPoint, with the aim of analyzing the capacity of companies to develop business strategies based on in-depth knowledge of the customer, create solid and lasting relationships (engagement) and execute multi-channel and real-time marketing interactions and campaigns, with a high level of automation.
The study also reveals the limited capacity of companies to measure the impact on the business of marketing actions and interaction with customers. In fact, 28% simply say they cannot, 36% carry out measurements on rare occasions and on very specific interaction channels, another 30% have manual reporting systems, and only 5% claim to have access to this data in one click and in real time.
More loyal and more valuable customers
The analysis also shows that personalized, omnichannel customer engagement offers companies an average customer retention rate of 89% , a percentage that drops to 33% in companies that do not have this capability. In this regard, it should be noted that 40% of consumers acknowledge that they buy more from brands that provide a personalized shopping and interaction experience, and their engagement with these brands lasts 30% longer. On the other hand, 86% of customers would pay more for a better customer experience and 79% would not consider buying from companies that do not demonstrate, in advance and actively, that they understand and care for their customers.
According to Oscar Pierre, President and CEO of aggity , “Growing in the digital age requires engaging with customers, establishing a continuous dialogue with relevant and timely messages, interacting across multiple communication channels and creating compelling experiences.” “To make this possible,” Pierre adds, “it is vital to intelligently orchestrate data and have analytics tools to deliver seamless, consistent and personalized engagement across all channels and devices.”
Aggity designs and executes omnichannel communication strategies that engage customers through the most appropriate channel and with the relevant offer to attract, retain and increase the level of loyalty and its value. To expand the scope of these services, the company has reached a strategic agreement with RedPoint Global , through which it exclusively markets its solutions for the development of intelligent, omnichannel and fully personalized marketing campaigns in Spain, Portugal and Mexico.
Headquartered in Boston, Massachusetts, with offices in Boulder, Colorado, London, United Kingdom, and Makati City, Philippines, Red Point has a team of more than 200 professionals and its technology is used by more than 200 organizations worldwide, with references such as Toyota, Shell, American Express, AIG, Under Armour and Carnival Corporation.
RedPoint offers two major solutions : RedPoint Customer Engagement Hub™ (CEH), an information hub that collects customer data across the entire organization and touchpoints to create unified, enriched and dynamic profiles; and RedPoint Interaction™ (RPI) , designed to develop real-time interaction with customers, intelligently optimizing data and different touchpoints and business areas.
According to RedPoint CEO Dale Renner , “Our technology stands out for its ability to automate marketing based on deep and detailed knowledge of the customer. Among the keys to our rapid growth is our focus on managing and analyzing customer data.” “The alliance with aggity,” Renner adds, “adds to the power of our solutions in vertical sectors and regions where digital marketing is the key to achieving priority business objectives.”