Head, Heart, and Shoulders
Tom Adamski, 1972–2015

Why Engagement Matters

“Our clients that have reprioritized their customers have consistently seen growth and a significant impact on the brand experience and the value their customers assign to it.”

“A customer-obsessed company focuses its strategy, its energy and its budget on processes that enhance knowledge of an engagement with customers, and prioritizes these over maintaining traditional competitive barriers.”

Why You Need to Reprioritize Your Customers

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86% of buyers will pay more for a better customer experience. —CEI Research

People’s expectations have changed. The channel-centric approach to marketing is long gone. When it comes to brand interactions, customers care about value and experiences that are seamless and contextually relevant across every touchpoint. They don’t care about the technological or organizational challenges that exist between platforms.

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70% of buying experiences are based on how the customer feels they are being treated.
 —McKinsey

Effective customer engagement demands an in-depth understanding of your customers’ contextual needs at any particular moment in time. This can only be achieved through the strategic use of all available data and technology accelerators.

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92% of organizations view customer experience as a differentiator.
 —Deloitte

Understanding who your customers are and how they behave enables you to target the right people. However, understanding WHY they behave the way they do enables you to adapt the message, channel and frequency for a higher degree of relevance, which drives acquisition and retention rates.

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62% of global consumers switch service providers due to poor customer service experiences.
 — Accenture Global Consumer Pulse Survey

The pace of change in today’s cross-channel world means that leading global brands need visionary partners. Marketers must provide experiences that integrate rich data, engaging creative solutions and robust technologies to forge more meaningful relationships with their customers.

“Customer Engagement is not a one-off experience — It’s an ongoing dialogue, it’s a choice consumers make.”
“A customer who is fully engaged represents an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer.”