Customer Engagement News & Articles

For as much as digital media has evolved, marketing behaviors have remained the same. That is, we’re still quite obsessed with driving traffic back to our websites even though that often means disrupting the customer experience. Think about it -- for every link you provide to your product, you’re letting the customer leave the page that they deliberately sought out. While you might think it’s a win for you, unless it leads to something the customer actually wants, it’s probably not working as well as you think.

The mobile web is growing up. ClickTale, who just last year introduced ClickTale Mobile has evolved the mobile usability and analytics program into ClickTale Touch, which allows businesses to view their mobile customers’ “True-to-Life User Experience."

The key to marketing through Facebook is simple: engagement and interaction. But how these two tasks are accomplished isn’t done through simply posting a product photo. It’s a tactical process that requires a company to become less of a corporate identity and more of a business of the people. One such brand that has done this successfully is Coca-Cola.

Which type of media channel -- TV, newspapers, radio, Web -- is most effective in getting ad messages noticed and responded to? A new Nielsen study, underwritten by the Newspaper Association of America (NAA), says that newspapers -- both print and online versions -- come out on top. 

The report, "Navigating the Future of Customer Intelligence", points out that customer intelligence is undergoing change primarily because of two factors. Consumer behavior is changing, and companies are driving change because they want to take advantage of the opportunities.

This month we're discussing ways to successfully create and engage online communities. No matter where your community is online there are basic elements that you should employ to ensure it sits upon a strong foundation. We explore these elements in an original infographic.

Engagement with a brand is critical to its success in the marketplace. As described in a recent quarterly technology forecast from PricewaterhouseCoopers (PwC), applying game-based design -- or gamification -- to mainstream business can help create the levels of passion and engagement necessary for a brand to stand out among its competitors and remain in the front of consumers’ minds.

In 2012, the focus on customer experience was all about delivering a great experience across platforms, channels and touch points. Leveraging key user data is integral, but so is delivering key messages and opportunities back to the user.

Whether it’s because Facebook’s popularity is ebbing, or because of the dwindling traffic to tabs since the new Timeline roll-out, or because it simply makes sense to have a custom application go wherever your fans and followers are, we’re very excited that ShortStack announced an external embed feature that allows users to embed their custom apps on websites outside of Facebook.

Considering that sixty-eight percent of US consumers report an unsatisfactory service interaction during the past 12 months, everyone is focused on improving the customer experience. While it’s the responsibility of organizations to change internal culture to reflect transparency and more active communications, customer relationship management vendors also need to better manage customer data, provide richer analytics, and integrate social and mobility capabilities. According to the Forrester Wave: CRM Suite Customer Service Solutions, Q3 2012, there are a few CRM vendors leading the way.

The first thing you notice when reading The Conversation Company: Boost Your Business Through Culture, People and Social Media by Steven Van Belleghem is that it’s as much about the customer as it is about the company. By seeking to transform company culture to become more collaborative, creative and well, conversational, an organization must focus on delivering a successful customer experience.

What are you doing to improve digital campaign performance? A new study aims to help you apply best practices to your online marketing processes. Using its proprietary Yesmail Market Intelligence tool, Yesmail tracked and analyzed more than 20 popular clothing retailers’ Facebook, Twitter, YouTube and email campaigns over a three-month period to assess how effective they were in driving consumer engagement. What they found indicated that many social media and email campaigns do not match up with consumers’ patterns for when and how they engage with brands.

Can better social media outreach lead to better client satisfaction? A new study by Socialbakers seems to indicate that “socially devoted” companies can drive customer engagement by adopting more reactive and open social media strategies.

Commercial airline companies have been using customer loyalty programs for 30 years, and that's why Krishnan Saranathan, managing director of United Airlines Mileage Plus program gave the keynote address at the Gamification Summit.

When you hear the word “storytelling” it may evoke memories of sitting around a campfire listening to tales of things that go thump in the night. Or maybe it reminds you of news shows like 60 Minutes and all the drama that comes from this sort of investigative reporting.