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The evolution of technology has brought to the heart of the discussion a new way of interacting with the consumer. Brands no longer sell only products or services, they need to go further. Providing experiences that impact your audience is a necessity. Today the shopper demands more: he wants to actively participate in the construction of hyperpersonalised products or services and it is in this context that companies must prepare for this contact and, at the same time, collect and interpret the data generated in each of the various interactions.
For this to occur, it is necessary for the brands to adopt an integrated performance, with strategies and tools dedicated to supporting and improving the consumer’s journey. In the face of the mobile and agile reality, monitoring the relationship with this public should be part of the tactical-commercial and marketing plan, which requires continuous and integrated effort of all areas of a company – from pre-to post-sale. You need to be well prepared to offer differentiated experiences that will delight consumers.
For a comprehensive and truly integrated vision, global companies are moving towards building a Customer Engagement Hub (CEH). The term has been used to represent the future of brand-customer relationship practices.
According to Gartner, over the next few years, more than half of the world’s largest organizations will invest in technology, infrastructure and resources to integrate customer relationships. Today, 85% of organizations rely on fragmented channels of engagement from their consumers.
In general terms, CEH differentiates itself by proposing the union of the channels and service areas of a company for a more intelligent and complete delivery to the consumers. This scenario allows us to offer customized products and services, creating an engagement strategy that connects all departments and relationship channels, allowing the integration of data and insights between marketing, sales and product development teams, for example.
The deployment of this new culture is a process, not an overnight action. For the results to stand out, it is necessary for leaders to engage their teams and everyone share the necessary information, moving that ecosystem through the various channels of interaction – face-to-face or digital – that need to be fully integrated and speaking “the same language.”
The automation of processes and the inclusion of methodologies that connect the experiences in a phital environment are actions that must be explored by the brands, in search of environments aligned to the characteristics of the CEH and Market 4.0.
Making this gear work in harmony is no easy task. The success of the Customer Engagement Hub depends on the adoption of a new mindset that understands the consumer journey as a unique and complete experience. And for this, companies need to look for options that facilitate the process of developing products and services that in fact deliver effective and memorable experiences for their consumers.
It was the time in which the day of purchase was more linear and that the customer chose essentially a brand for price, or for a single reason. Brands that remain as a desire to buy are those that establish affective relationships with their consumers and engage them through various attributes. In a market where loyalty is increasingly challenging, brands must constantly create fluid practices and experiences that engage shoppers. With so much revolution in the relationship between brand and consumer, the question is: Does your company have to deal with this?
* Marcelo Chianello is CEO of Liq