How to Deliver Right-Time Engagement for Long-Term Advocacy and Lifetime Value

Marketers are accustomed to delivering messages, content and offers via one channel - for example via email marketing or in-store promotions. These single-channel interactions lack the power to create an emotional customer attachment that drives long-term loyalty, sales, profit and revenue. David Ogilvy, considered “the father of advertising” has been quoted as saying, “You cannot bore people into buying your product; you can only interest them into buying it.”

Now compelled by the Consumerization of IT (CoIT), marketers are required to create new types of customer experiences - moving from basic transactions to personalized interactions that drive engagement on all existing marketing, sales, customer service and external communications channels. To accomplish this, professionals need to incentivize and reward customer behavior without appearing too inauthentic or invasive.

Nouveau Customer Engagement System Requirements:

  1. Data platforms that connect existing internal marketing, sales and customer service data on any external communication channel.
  2. Right-time behavior management engines that provide a deep understanding of individual customer behaviors to shape and deliver one-to-one engagement.
  3. A loyalty management system that tracks customer engagement data and designs relevant strategies to reward positive behaviors so they are repeated and drive long-term customer lifetime value for both the customer and the company.

This Quark presents five approaches for marketers to create right-time, relevant engagement that leads to long-term customer lifetime value and brand advocacy. 

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