New Rules of Customer Engagement: Anticipate, Adapt with Predictive Analytics and APIs
In the last few years, the rules of customer engagement have changed completely. This is due, in part, to the fact that customers can engage with brands in an unprecedented number of ways on a dizzying array of platforms, devices, and applications. For example, we might receive an offer via email, view the details on a smartphone, then visit a nearby store to touch the product.
After that, we might go home and research a little more online, maybe engaging in a chat session with a customer service agent or checking out what our social networks say about the product—all before making the purchase on our tablet.
For companies to remain relevant and competitive in this age of hyper-connectivity, a deep understanding of individual customer journeys—that is, the sequence of all interactions across a wide range of channels—will be a baseline necessity for predicting and satisfying individual needs.
As these trends continue to make a massive impact on the consumer landscape in every sector of the economy—retail, banking, healthcare, financial services, telecommunications, travel and transportation, and more—there are a few broad guidelines to keep you a few steps in front of the competition.
To learn more, read the full article, "New Rules of Customer Engagement: Anticipate, Adapt with Predictive Analytics and APIs," published in Wired Innovation Insights.