Social media and new technologies dominate the marketing landscape, which means consumers’ attention spans are shorter than ever. New apps, call-to-actions, and other customer communications tools are being thrown in consumers’ faces each day. The task of attracting an audience’s interest and maintaining it for the long term is a daunting one. If your company can’t attract an audience’s attention from their very first visit, you risk the chance of them never returning. Customer Communications Management systems allow institutions to effectively monitor customer engagement and transform that data into results.
Guest blogger A.D. Kent, Managing Partner for DocVentive, discusses the topic in today’s post:
In a world where everything is interconnected with information at your fingertips, technology is fundamentally changing how consumers engage content. The rapid adoption of smart phones and tablets affords convenience and control over content, while easy access to social media sites creates an unprecedented sense of community and engagement at the touch of a button. In short, consumers are demanding information that is contextually relevant with their interests and provides an experience that they can interact with.
So, what does this mean if you're an Insurer or Financial Institution looking for a competitive advantage? Well, you should view each piece of correspondence with your customers as a chance to engage and monetize through personalized content. This means looking for opportunities to gather information with each encounter, and using that information to refine targeted messaging and content on the next communication event. This also necessitates reliance upon a robust Customer Communication Management (CCM) platform capable of delivering on these goals – an exercise that isn't exactly native to the present-day CCM vendor solutions. Nonetheless, through this continual refinement of correspondence, you can empower and satisfy the consumer in ways that fit the social patterns and behaviors that they desire most.
Click "Read More" to view the rest of the article.