Discussions on customer experience and customer engagement are everywhere. Technology vendors as well as service providers and consultants are all jumping on the bandwagon with the promise of targeted and contextual experience for customers. Consider these targeting scenarios: Following up on website visits with an email with an offer on the products that were browsed Sending mobile coupons on the same products when a customer is close to a retail store Showing in-store displays about the same products Adapting website content (of products and offers) based on what the customer is browsing Tracking the customer behavior and modifying the promotions or content shown These (with some variations) is what everyone is talking about. And we are mixing in terms such as big data, social media and analytics. There is no doubt that these are important tactics for driving commerce. When a customer is in, you want to do everything in your power to make them buy, and buy more. And we want to use social and other media to drive customers to a transaction. But presenting personalized and targeted content, offers and promotions is only one step – although a crucial one – in the long term courtship with customers. In other words a customer engagement strategy is supported by a targeted experience, not the other way around. So what is meant by creating a long term customer engagement? The answer is simple – its about addressing peoples motivations and dreams to realize the purpose behind your product. And its something that is increasingly being lost in […]

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