Three Lessons from London’s Top Marketing Experts
Last week, part of Team Apptentive made its way over to London to host an Afternoon Tea at the Ritz. Our panel of marketing experts shared their takes on some of 2020’s hottest marketing trends such as personalization, AI/automation, and customer retention and loyalty. The rest of the afternoon was spent discussing marketing strategies in small groups and learning from one another.
Here are our three main takeaways from those discussions:
1. Customer experience (CX) has taken center stage.
Both marketers and product leaders prioritizing CX more than prior years. With so many customer communication channels and new technologies, creating a consistent CX has become harder – and more important – than ever. Brands must be proactive and clever, always putting the customer and their needs first.
2. Most people aren’t doing enough to foster and amplify the voice of their most loyal and valuable customers.
The cost of acquiring a new customer is substantially more than retaining a current customer, so customer loyalty and retention is critical to your brand’s health. So, why aren’t we doing more? That was a question everyone seemed to struggle to answer. We’ll be interested to see what 2020 holds as brands attempt to reduce churn and reprioritize loyalty initiatives.
3. The lines between personal, authentic customer communication and technologies such as machine learning are blurring.
We live in an exciting time where technologies are evolving and intersecting rapidly. AI and social programmatic algorithms help brands increase their marketing reach and find new customers. But have we lost sight of actually listening to our customers? Our data shows that brands only hear from roughly one percent of their customer base. No matter the technology, that’s simply not enough data to make informed decisions that accurately represent the voice of the customer. How can we start putting the customer first again and proactively listening to them? Brands need to reach out, engage, and make customers feel valued. Show them you’re paying attention to what they care about.
If you were at our London Afternoon Tea event, we’d love to know what your key takeaways were and what strategies you brought back to your company. Let us know!
Ready to get started reaching more of your customers, improving customer experience, and enhancing your mobile marketing? Get started with Apptentive today.