SlideShare ist ein Scribd-Unternehmen logo
1 von 13
Downloaden Sie, um offline zu lesen
1
WHAT (EXACTLY) IS 

CUSTOMER

ENGAGEMENT?
2
THE PROCESS OF ACTIVELY

BUILDING, NURTURING, & MANAGING
RELATIONSHIPS WITH CUSTOMERS.
WHAT (EXACTLY) IS CUSTOMER ENGAGEMENT?
3
CUSTOMER

ACQUISITION

METRICS
MARKETING METRICS: THE DEFINITIVE GUIDE TO MEASURING MARKETING PERFORMANCE (2ND EDITION)
IT IS 50% EASIER TO SELL TO AN EXISTING CUSTOMER THAN A NEW ONE.
CUSTOMER

ENGAGEMENT

METRICS
App Installs, CPI, CPA, CPM, CVR, CAC
POTENTIAL CUSTOMERS
MAU, DAU, Stickiness, Retention Rate,
ARPU, LTV, NPS
EXISTING CUSTOMERS
4
WHY IS CUSTOMER
ENGAGEMENT
IMPORTANT?
1. Customer acquisition costs are getting expensive
(the effective cost per engaged user is $71!)
2. Engagement boosts retention
3. Only a small portion of your customers will
contribute to most of your revenue
4. Most of your acquired customers won’t stick around 😢
5
RETAINING NEW APP
USERS ISN’T EASY, WITH
MORE THAN 75%

OF USERS FAILING TO
RETURN THE DAY AFTER
FIRST USE, ON AVERAGE
IF YOU’RE AN APP DEV
SOURCE: APPBOY, 2016 MOBILE APP RETENTION REPORT
6
WHERE THE CUSTOMER
RELATIONSHIP STARTS
Relationships with customers usually start at the
moment of an app install, signup, first purchase,
or site visit.
We're all smiles
From: Sharon at Best Smile
To: Matt Molar
Dear Matt,
We're so glad you joined Best Smile! Our mission is to make
dental appointments as easy and painless as possible by
assisting with your appointments, discounted dental goodies
and great tips on keeping your smile bright for life.
If you're ready to book an appointment, head to the front
desk.
Here's smiling at you!
Sharon
Best Smile Support Lead
BEST SMILE
7
THE CUSTOMER JOURNEY ISN’T LINEAR, MAKING CUSTOMER ENGAGEMENT MORE COMPLEX.
DISCOVERY
CONVERSION
ENGAGEMENT
ADVOCACY
8
3-STEP PROCESS 

FOR BUILDING
YOUR CUSTOMER
ENGAGEMENT
STRATEGY
1. Understand your customers better with CRM data
2. Use segmentation to break away from old one-size-
fits all marketing approaches
3. Engage customers in the right place with
multichannel messaging
9
1. UNDERSTAND YOUR
CUSTOMERS BETTER WITH
CRM DATA
The foundation of your customer engagement strategy is
your customer and their behavior, demographics, and
interests. The best way to understand their interests and
how they engage with your app or site is to use a marketing
CRM to manage intricate customer details.
1 0
2. USE SEGMENTATION TO
BREAK AWAY FROM OLD
ONE-SIZE-FITS-ALL
MARKETING APPROACHES
Modern customer engagement strategies account for
customer diversity and use segmentation to make
campaigns hyper-targeted and relevant. A good
starting point is to create five to ten segments based
on behaviors and interests that you deem to be
important for using your app or site.
1 1
3. GO MULTICHANNEL
Developing a one-channel-only strategy makes your
approach one dimensional and too reliant on one
channel to do your heavy lifting. With a multichannel
approach, you’re able to give your messaging
multiple opportunities to succeed and multiple ways
to make the case for your brand.
PUSH EMAIL
IN-APP/BROWSER 

NOTIFICATIONS
NEWS FEED
1 2
KEY TAKEAWAYS
• Customer engagement helps you build, nurture, and manage
customer relationships
• Customer engagement focuses on existing customers (only 20%
of them will impact 80% of your revenue)
• Customer engagement boosts retention and loyalty
• A customer relationship usually starts at an install, first purchase,
signup, or site visit
• Customer journeys aren’t linear, making engagement complex
• Understand your customers using CRM data
• Segment to increase relevancy and effectiveness of campaigns
• Engage with customers in multiple channels for maximum impact
TRY APPBOY
THE LEADING
CUSTOMER
RELATIONSHIP SUITE
BUILT FOR MARKETERS

Weitere ähnliche Inhalte

Was ist angesagt?

Customer centricity
Customer centricityCustomer centricity
Customer centricityGargi Shah
 
Total Customer Experience
Total Customer ExperienceTotal Customer Experience
Total Customer ExperienceSanjay Singh
 
Customer experience mangment ppt
Customer experience mangment pptCustomer experience mangment ppt
Customer experience mangment pptHira Asghar
 
The Customer Experience Is Your Brand
The Customer Experience Is Your BrandThe Customer Experience Is Your Brand
The Customer Experience Is Your BrandDrew Diskin
 
Strategic Account Management Presentation
Strategic Account Management PresentationStrategic Account Management Presentation
Strategic Account Management Presentationmalleway
 
Customer Acquisition Management Process Complete PowerPoint Deck With Slides
Customer Acquisition Management Process Complete PowerPoint Deck With Slides Customer Acquisition Management Process Complete PowerPoint Deck With Slides
Customer Acquisition Management Process Complete PowerPoint Deck With Slides SlideTeam
 
What is Customer Experience?
What is Customer Experience?What is Customer Experience?
What is Customer Experience?ClearAction
 
Customer Success Strategy Template
Customer Success Strategy TemplateCustomer Success Strategy Template
Customer Success Strategy TemplateOpsPanda
 
Customer Service Excellence PowerPoint Presentation Slides
Customer Service Excellence  PowerPoint Presentation SlidesCustomer Service Excellence  PowerPoint Presentation Slides
Customer Service Excellence PowerPoint Presentation SlidesSlideTeam
 
Advanced Selling Skills
Advanced Selling SkillsAdvanced Selling Skills
Advanced Selling Skillsvenkateshmanoj
 
12___key accounts management
12___key accounts management12___key accounts management
12___key accounts managementahmadUzair16
 
5 Steps Guide to Building a Customer Centric Company
5 Steps Guide to Building a Customer Centric Company5 Steps Guide to Building a Customer Centric Company
5 Steps Guide to Building a Customer Centric CompanyCustomericare
 
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...PeopleMetrics
 
Customer Experience and Loyalty
Customer Experience and LoyaltyCustomer Experience and Loyalty
Customer Experience and LoyaltyEpsilon Marketing
 
Training For Customer Service And Team Building
Training For Customer Service And Team BuildingTraining For Customer Service And Team Building
Training For Customer Service And Team BuildingMostafa Ewees
 
Customer Experience: Fundamentals
Customer Experience: FundamentalsCustomer Experience: Fundamentals
Customer Experience: FundamentalsMaryam Naeli
 

Was ist angesagt? (20)

Customer centricity
Customer centricityCustomer centricity
Customer centricity
 
Total Customer Experience
Total Customer ExperienceTotal Customer Experience
Total Customer Experience
 
Customer experience mangment ppt
Customer experience mangment pptCustomer experience mangment ppt
Customer experience mangment ppt
 
The Customer Experience Is Your Brand
The Customer Experience Is Your BrandThe Customer Experience Is Your Brand
The Customer Experience Is Your Brand
 
Strategic Account Management Presentation
Strategic Account Management PresentationStrategic Account Management Presentation
Strategic Account Management Presentation
 
Customer Acquisition Management Process Complete PowerPoint Deck With Slides
Customer Acquisition Management Process Complete PowerPoint Deck With Slides Customer Acquisition Management Process Complete PowerPoint Deck With Slides
Customer Acquisition Management Process Complete PowerPoint Deck With Slides
 
What is Customer Experience?
What is Customer Experience?What is Customer Experience?
What is Customer Experience?
 
Customer Success Strategy Template
Customer Success Strategy TemplateCustomer Success Strategy Template
Customer Success Strategy Template
 
Customer Centricity
Customer CentricityCustomer Centricity
Customer Centricity
 
Customer Service Excellence PowerPoint Presentation Slides
Customer Service Excellence  PowerPoint Presentation SlidesCustomer Service Excellence  PowerPoint Presentation Slides
Customer Service Excellence PowerPoint Presentation Slides
 
Advanced Selling Skills
Advanced Selling SkillsAdvanced Selling Skills
Advanced Selling Skills
 
Loyalty presentation
Loyalty presentationLoyalty presentation
Loyalty presentation
 
12___key accounts management
12___key accounts management12___key accounts management
12___key accounts management
 
5 Steps Guide to Building a Customer Centric Company
5 Steps Guide to Building a Customer Centric Company5 Steps Guide to Building a Customer Centric Company
5 Steps Guide to Building a Customer Centric Company
 
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...
Building and Sustaining a Customer Centric Culture (by @peoplemetrics @katefe...
 
Customer Experience and Loyalty
Customer Experience and LoyaltyCustomer Experience and Loyalty
Customer Experience and Loyalty
 
Customer service presentation
Customer service presentationCustomer service presentation
Customer service presentation
 
Training For Customer Service And Team Building
Training For Customer Service And Team BuildingTraining For Customer Service And Team Building
Training For Customer Service And Team Building
 
Key Account
Key AccountKey Account
Key Account
 
Customer Experience: Fundamentals
Customer Experience: FundamentalsCustomer Experience: Fundamentals
Customer Experience: Fundamentals
 

Ähnlich wie What Is Customer Engagement?

Multi Channel Strategy
Multi Channel StrategyMulti Channel Strategy
Multi Channel Strategyeffort900
 
What does OmniChannel really mean for Utilities?
What does OmniChannel really mean for Utilities?What does OmniChannel really mean for Utilities?
What does OmniChannel really mean for Utilities?Mark Wilkinson
 
The-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerThe-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerAdam Robles
 
Continual user experience optimisation: A guide to excellence
Continual user experience optimisation: A guide to excellenceContinual user experience optimisation: A guide to excellence
Continual user experience optimisation: A guide to excellenceCRMT Digital
 
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)SADANAND MAURYA
 
principlesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptxprinciplesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptxcjoypingaron
 
Gaurav project
Gaurav projectGaurav project
Gaurav projectmoregaurav
 
CRM innovative stratigies
CRM innovative stratigiesCRM innovative stratigies
CRM innovative stratigiesRizwan Ansari
 
Moving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementMoving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
 
How to Improve Customer Experience with Multi-Channel MarketingTake
How to Improve Customer Experience with Multi-Channel MarketingTakeHow to Improve Customer Experience with Multi-Channel MarketingTake
How to Improve Customer Experience with Multi-Channel MarketingTakeVivek Srivastava
 
Unit I introduction to CRM.pptx
Unit I introduction to CRM.pptxUnit I introduction to CRM.pptx
Unit I introduction to CRM.pptxRamprasadMusunuri
 
Consumer Relationship Management (CRM)
Consumer Relationship Management (CRM)Consumer Relationship Management (CRM)
Consumer Relationship Management (CRM)NaheedaFatimaKhan
 
Cd chase daddy-handbook
Cd chase daddy-handbookCd chase daddy-handbook
Cd chase daddy-handbookChase Daddy
 

Ähnlich wie What Is Customer Engagement? (20)

Multi Channel Strategy
Multi Channel StrategyMulti Channel Strategy
Multi Channel Strategy
 
What does OmniChannel really mean for Utilities?
What does OmniChannel really mean for Utilities?What does OmniChannel really mean for Utilities?
What does OmniChannel really mean for Utilities?
 
The-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-MarketerThe-Rise-of-the-Customer-Marketer
The-Rise-of-the-Customer-Marketer
 
Continual user experience optimisation: A guide to excellence
Continual user experience optimisation: A guide to excellenceContinual user experience optimisation: A guide to excellence
Continual user experience optimisation: A guide to excellence
 
Chapter 5 DIGITAL MARKETING
Chapter 5 DIGITAL MARKETINGChapter 5 DIGITAL MARKETING
Chapter 5 DIGITAL MARKETING
 
Customer Preference Centre
Customer Preference CentreCustomer Preference Centre
Customer Preference Centre
 
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
CUSTOMER RELATIONSHIP MANAGEMENT(CRM)
 
principlesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptxprinciplesofmarketing-chapter2-1708101623343.pptx
principlesofmarketing-chapter2-1708101623343.pptx
 
The Smarter Marketer's Guide - #LostCulture
The Smarter Marketer's Guide - #LostCultureThe Smarter Marketer's Guide - #LostCulture
The Smarter Marketer's Guide - #LostCulture
 
Gaurav project
Gaurav projectGaurav project
Gaurav project
 
CRM innovative stratigies
CRM innovative stratigiesCRM innovative stratigies
CRM innovative stratigies
 
Moving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementMoving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer Engagement
 
Avoid the Instant ROI Trap
Avoid the Instant ROI TrapAvoid the Instant ROI Trap
Avoid the Instant ROI Trap
 
CRM in Retailing
CRM in RetailingCRM in Retailing
CRM in Retailing
 
Stimulating Empowered Customers
Stimulating Empowered CustomersStimulating Empowered Customers
Stimulating Empowered Customers
 
How to Improve Customer Experience with Multi-Channel MarketingTake
How to Improve Customer Experience with Multi-Channel MarketingTakeHow to Improve Customer Experience with Multi-Channel MarketingTake
How to Improve Customer Experience with Multi-Channel MarketingTake
 
CRM
CRM CRM
CRM
 
Unit I introduction to CRM.pptx
Unit I introduction to CRM.pptxUnit I introduction to CRM.pptx
Unit I introduction to CRM.pptx
 
Consumer Relationship Management (CRM)
Consumer Relationship Management (CRM)Consumer Relationship Management (CRM)
Consumer Relationship Management (CRM)
 
Cd chase daddy-handbook
Cd chase daddy-handbookCd chase daddy-handbook
Cd chase daddy-handbook
 

Mehr von Braze (formerly Appboy)

Future Proofing your Marketing Automation: Build vs Buy
Future Proofing your Marketing Automation: Build vs BuyFuture Proofing your Marketing Automation: Build vs Buy
Future Proofing your Marketing Automation: Build vs BuyBraze (formerly Appboy)
 
Onboarding Essentials and Best Practices for Creating Engaged Users
Onboarding Essentials and Best Practices for Creating Engaged UsersOnboarding Essentials and Best Practices for Creating Engaged Users
Onboarding Essentials and Best Practices for Creating Engaged UsersBraze (formerly Appboy)
 
Your App Metrics Are Telling You How To Make Them Better: The Digits Data Report
Your App Metrics Are Telling You How To Make Them Better: The Digits Data ReportYour App Metrics Are Telling You How To Make Them Better: The Digits Data Report
Your App Metrics Are Telling You How To Make Them Better: The Digits Data ReportBraze (formerly Appboy)
 
Election 2016: Mobile Activity in the U.S. on Election Day
Election 2016: Mobile Activity in the U.S. on Election DayElection 2016: Mobile Activity in the U.S. on Election Day
Election 2016: Mobile Activity in the U.S. on Election DayBraze (formerly Appboy)
 
The Two Keys to Modern Holiday Marketing
The Two Keys to Modern Holiday MarketingThe Two Keys to Modern Holiday Marketing
The Two Keys to Modern Holiday MarketingBraze (formerly Appboy)
 
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...Braze (formerly Appboy)
 
5 Engagement Marketing Tips to Beat Today’s App Retention Odds
5 Engagement Marketing Tips to Beat Today’s App Retention Odds5 Engagement Marketing Tips to Beat Today’s App Retention Odds
5 Engagement Marketing Tips to Beat Today’s App Retention OddsBraze (formerly Appboy)
 
Appboy MAU Las Vegas Presentation - Urban Outfitters Case Study
Appboy MAU Las Vegas Presentation - Urban Outfitters Case StudyAppboy MAU Las Vegas Presentation - Urban Outfitters Case Study
Appboy MAU Las Vegas Presentation - Urban Outfitters Case StudyBraze (formerly Appboy)
 
Winning the Mobile Customer Shift featuring Forrester
Winning the Mobile Customer Shift featuring ForresterWinning the Mobile Customer Shift featuring Forrester
Winning the Mobile Customer Shift featuring ForresterBraze (formerly Appboy)
 
Appboy eTail Germany Presentation - Delivery Hero Case Study
Appboy eTail Germany Presentation - Delivery Hero Case StudyAppboy eTail Germany Presentation - Delivery Hero Case Study
Appboy eTail Germany Presentation - Delivery Hero Case StudyBraze (formerly Appboy)
 

Mehr von Braze (formerly Appboy) (20)

Ab tech briefing-october-2017
Ab tech briefing-october-2017Ab tech briefing-october-2017
Ab tech briefing-october-2017
 
Future Proofing your Marketing Automation: Build vs Buy
Future Proofing your Marketing Automation: Build vs BuyFuture Proofing your Marketing Automation: Build vs Buy
Future Proofing your Marketing Automation: Build vs Buy
 
Appboy Spring 2017 Tech Briefing
Appboy Spring 2017 Tech BriefingAppboy Spring 2017 Tech Briefing
Appboy Spring 2017 Tech Briefing
 
momondo Case Study
momondo Case Studymomondo Case Study
momondo Case Study
 
Appboy / Dots Case Study
Appboy / Dots Case StudyAppboy / Dots Case Study
Appboy / Dots Case Study
 
Appboy / Saucey Case Study
Appboy / Saucey Case StudyAppboy / Saucey Case Study
Appboy / Saucey Case Study
 
Onboarding Essentials and Best Practices for Creating Engaged Users
Onboarding Essentials and Best Practices for Creating Engaged UsersOnboarding Essentials and Best Practices for Creating Engaged Users
Onboarding Essentials and Best Practices for Creating Engaged Users
 
Your App Metrics Are Telling You How To Make Them Better: The Digits Data Report
Your App Metrics Are Telling You How To Make Them Better: The Digits Data ReportYour App Metrics Are Telling You How To Make Them Better: The Digits Data Report
Your App Metrics Are Telling You How To Make Them Better: The Digits Data Report
 
Election 2016: Mobile Activity in the U.S. on Election Day
Election 2016: Mobile Activity in the U.S. on Election DayElection 2016: Mobile Activity in the U.S. on Election Day
Election 2016: Mobile Activity in the U.S. on Election Day
 
The Two Keys to Modern Holiday Marketing
The Two Keys to Modern Holiday MarketingThe Two Keys to Modern Holiday Marketing
The Two Keys to Modern Holiday Marketing
 
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...
Appboy Mobile Growth Europe Presentation - Best Practices for Acquisition, En...
 
5 Engagement Marketing Tips to Beat Today’s App Retention Odds
5 Engagement Marketing Tips to Beat Today’s App Retention Odds5 Engagement Marketing Tips to Beat Today’s App Retention Odds
5 Engagement Marketing Tips to Beat Today’s App Retention Odds
 
Appboy / Delivery Hero Case Study
Appboy / Delivery Hero Case StudyAppboy / Delivery Hero Case Study
Appboy / Delivery Hero Case Study
 
Appboy / Metro Case Study
Appboy / Metro Case StudyAppboy / Metro Case Study
Appboy / Metro Case Study
 
Appboy / Anthropologie Case Study
Appboy / Anthropologie Case StudyAppboy / Anthropologie Case Study
Appboy / Anthropologie Case Study
 
Appboy MAU Las Vegas Presentation - Urban Outfitters Case Study
Appboy MAU Las Vegas Presentation - Urban Outfitters Case StudyAppboy MAU Las Vegas Presentation - Urban Outfitters Case Study
Appboy MAU Las Vegas Presentation - Urban Outfitters Case Study
 
Winning the Mobile Customer Shift featuring Forrester
Winning the Mobile Customer Shift featuring ForresterWinning the Mobile Customer Shift featuring Forrester
Winning the Mobile Customer Shift featuring Forrester
 
Appboy / 1-800-FLOWERS.COM Case Study
Appboy / 1-800-FLOWERS.COM Case StudyAppboy / 1-800-FLOWERS.COM Case Study
Appboy / 1-800-FLOWERS.COM Case Study
 
Appboy eTail Germany Presentation - Delivery Hero Case Study
Appboy eTail Germany Presentation - Delivery Hero Case StudyAppboy eTail Germany Presentation - Delivery Hero Case Study
Appboy eTail Germany Presentation - Delivery Hero Case Study
 
SXSW Mobile Experience Recap
SXSW Mobile Experience RecapSXSW Mobile Experience Recap
SXSW Mobile Experience Recap
 

Kürzlich hochgeladen

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 

Kürzlich hochgeladen (20)

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 

What Is Customer Engagement?

  • 1. 1 WHAT (EXACTLY) IS 
 CUSTOMER
 ENGAGEMENT?
  • 2. 2 THE PROCESS OF ACTIVELY
 BUILDING, NURTURING, & MANAGING RELATIONSHIPS WITH CUSTOMERS. WHAT (EXACTLY) IS CUSTOMER ENGAGEMENT?
  • 3. 3 CUSTOMER
 ACQUISITION
 METRICS MARKETING METRICS: THE DEFINITIVE GUIDE TO MEASURING MARKETING PERFORMANCE (2ND EDITION) IT IS 50% EASIER TO SELL TO AN EXISTING CUSTOMER THAN A NEW ONE. CUSTOMER
 ENGAGEMENT
 METRICS App Installs, CPI, CPA, CPM, CVR, CAC POTENTIAL CUSTOMERS MAU, DAU, Stickiness, Retention Rate, ARPU, LTV, NPS EXISTING CUSTOMERS
  • 4. 4 WHY IS CUSTOMER ENGAGEMENT IMPORTANT? 1. Customer acquisition costs are getting expensive (the effective cost per engaged user is $71!) 2. Engagement boosts retention 3. Only a small portion of your customers will contribute to most of your revenue 4. Most of your acquired customers won’t stick around 😢
  • 5. 5 RETAINING NEW APP USERS ISN’T EASY, WITH MORE THAN 75%
 OF USERS FAILING TO RETURN THE DAY AFTER FIRST USE, ON AVERAGE IF YOU’RE AN APP DEV SOURCE: APPBOY, 2016 MOBILE APP RETENTION REPORT
  • 6. 6 WHERE THE CUSTOMER RELATIONSHIP STARTS Relationships with customers usually start at the moment of an app install, signup, first purchase, or site visit. We're all smiles From: Sharon at Best Smile To: Matt Molar Dear Matt, We're so glad you joined Best Smile! Our mission is to make dental appointments as easy and painless as possible by assisting with your appointments, discounted dental goodies and great tips on keeping your smile bright for life. If you're ready to book an appointment, head to the front desk. Here's smiling at you! Sharon Best Smile Support Lead BEST SMILE
  • 7. 7 THE CUSTOMER JOURNEY ISN’T LINEAR, MAKING CUSTOMER ENGAGEMENT MORE COMPLEX. DISCOVERY CONVERSION ENGAGEMENT ADVOCACY
  • 8. 8 3-STEP PROCESS 
 FOR BUILDING YOUR CUSTOMER ENGAGEMENT STRATEGY 1. Understand your customers better with CRM data 2. Use segmentation to break away from old one-size- fits all marketing approaches 3. Engage customers in the right place with multichannel messaging
  • 9. 9 1. UNDERSTAND YOUR CUSTOMERS BETTER WITH CRM DATA The foundation of your customer engagement strategy is your customer and their behavior, demographics, and interests. The best way to understand their interests and how they engage with your app or site is to use a marketing CRM to manage intricate customer details.
  • 10. 1 0 2. USE SEGMENTATION TO BREAK AWAY FROM OLD ONE-SIZE-FITS-ALL MARKETING APPROACHES Modern customer engagement strategies account for customer diversity and use segmentation to make campaigns hyper-targeted and relevant. A good starting point is to create five to ten segments based on behaviors and interests that you deem to be important for using your app or site.
  • 11. 1 1 3. GO MULTICHANNEL Developing a one-channel-only strategy makes your approach one dimensional and too reliant on one channel to do your heavy lifting. With a multichannel approach, you’re able to give your messaging multiple opportunities to succeed and multiple ways to make the case for your brand. PUSH EMAIL IN-APP/BROWSER 
 NOTIFICATIONS NEWS FEED
  • 12. 1 2 KEY TAKEAWAYS • Customer engagement helps you build, nurture, and manage customer relationships • Customer engagement focuses on existing customers (only 20% of them will impact 80% of your revenue) • Customer engagement boosts retention and loyalty • A customer relationship usually starts at an install, first purchase, signup, or site visit • Customer journeys aren’t linear, making engagement complex • Understand your customers using CRM data • Segment to increase relevancy and effectiveness of campaigns • Engage with customers in multiple channels for maximum impact
  • 13. TRY APPBOY THE LEADING CUSTOMER RELATIONSHIP SUITE BUILT FOR MARKETERS