![Page 1: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/1.jpg)
DIGITAL FOR CUSTOMER ENGAGEMENT
All views expressed here are my own and do not reflect my employer's views in any way
1
![Page 2: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/2.jpg)
2
The web has become the primary channel for conducting businesses and even managing our own lives
![Page 3: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/3.jpg)
The web has also evolved to include important new channels like mobileand social, and interactive and on-the-go online experiences
3
![Page 4: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/4.jpg)
This has created customers who have choices than ever before
4
New Age Customers..
• Have more choices
• Have more Influence
• Have greater control over their relationships with brands
![Page 5: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/5.jpg)
This new environment poses many challenges for businesses when it comes to engaging and connecting with their customers
5
![Page 6: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/6.jpg)
Delivering engaging customer experiences will drive sales and long term loyalty
6
![Page 7: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/7.jpg)
So, what are the characteristics of a truly engaging digital customer experience?
7
(1) Personalization (3) Mobile
(4) Multi channel(2) Social
![Page 8: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/8.jpg)
8
(1) Personalization
![Page 9: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/9.jpg)
77% of customers have made additional online purchases based on personalization recommendations
9
77%
![Page 10: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/10.jpg)
Delivering a one-size-fits-all digital customer experience is no longer acceptable or particularly effective
10
![Page 11: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/11.jpg)
Companies should develop personalization approaches based on requirements and data availability
11
![Page 12: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/12.jpg)
12
(2) Social
![Page 13: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/13.jpg)
40% of customers factor in facebook recommendations when making purchasing decisions
13
40%
![Page 14: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/14.jpg)
Visitors expect to participate and contribute on your web presence and to also share aspects of that experience with their social networks
14
Though user-generated content like comments, reviews or ratings, the engaging digital customer experience now requires plenty of opportunities for social interaction
![Page 15: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/15.jpg)
Social media enables targeted marketing responses at individual touch points along the consumer decision journey
15
SOURCE: McKinsey Quarterly
![Page 16: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/16.jpg)
16
(3) Mobile
![Page 17: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/17.jpg)
77% of customers have used mobile phones to research product and services
17
77%
![Page 18: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/18.jpg)
The ubiquity of mobile devices means that an engaging digital customer experience is also an increasingly mobile experience
18
SOURCE: NBC News
![Page 19: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/19.jpg)
This requires mobile enablement of the web presence..
19
Ideally reusing…Existing web content and sites, reformatted and optimized for delivery to thousands of different mobile phones and tablets for anytime, anywhere engagement
![Page 20: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/20.jpg)
20
(4) Multichannel
![Page 21: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/21.jpg)
78% of customers use two or more channels during their purchase process
21
78%
![Page 22: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/22.jpg)
The engaging digital customer experience is a connected and consistent experience across channels
22
Over the course of their relationship with your brand, may go online to browse, search, make purchases, or service their accounts and a number of different technologies may be involved in supporting these different types of interaction.
Your goal should be to create a connected, seamless and consistent customer journey, by integrating the different technologies involved in delivering the customer experience.
![Page 23: Digital for Customer Engagement - Biju Bhaskar](https://reader033.vdocuments.net/reader033/viewer/2022061219/54ba21484a795909718b45b0/html5/thumbnails/23.jpg)
Closing Thoughts…
• Excellent digital customer engagement is science and art
• Look outside-in from a customer perspective
• Key is to deliver relevant answer to questions consistently across channels