Merkle-2019年Q3消费者参与报告（英文）-2019.10-29页_11mb

报告摘要

Q3 2019 Customer Engagement Report Summary

Executive Summary

Merkle's Q3 2019 Customer Engagement Report highlights the evolving landscape of customer engagement, emphasizing the need for brands to harness customer data effectively to deliver personalized experiences across channels. The report underscores the importance of integrating CRM and promotions, leveraging cloud technology, and adopting a customer-centric approach to marketing. It also features real-world case studies and insights from a survey of over 200 North American marketers across various industries.

Core Insights

Customer Engagement Challenges: Brands must orchestrate strategy, data, analytics, technology, campaign execution, and performance measurement to deliver effective customer engagement.
Shift in Marketing Budgets: Marketers are increasingly investing in data, analytics, and technology to enable personalization.
Email as a Key Channel: Email remains a critical channel for personalization, with 68% of marketers prioritizing it as the most valuable customer data type.
Personalization Impact: Personalized experiences significantly improve conversion rates across channels, with email showing the highest personalization rate at 78%.
Direct Mail's Decline: Direct mail is losing relevance, with 59% of marketers reducing or not investing in it. However, with effective targeting, it can still deliver high response rates.
CX Maturity Scale: Merkle has developed a five-stage CX Maturity Scale, ranging from "One-to-All" to "One-to-One," to help brands assess and optimize their customer experience maturity.

Key Findings

Email Personalization

68% of marketers prioritize email addresses over other customer data points.
78% of marketers deliver personalized experiences via email.
52% of marketers cite email as the most valuable channel for customer retention.
15% cite email as the most valuable for acquiring new customers.

Direct Mail

59% of marketers are reducing or not investing in direct mail.
Despite its decline, direct mail can still be effective with proper targeting and personalization.
40-45% of consumers who participate in promotional campaigns opt in for future marketing emails.

Customer Experience Maturity Scale

Stage	Personalization Level	Customer Value	Business Value	Tech Integrations
Stage 1: One-to-All	All visitors receive the same experience	General awareness	Brand awareness	CMS
Stage 2: One-to-Many	Visitor content and offers differ slightly, based on cookie or IP address	Some targeted offers across a few channels	Increased engagement drives minor conversion lift	CMS
Stage 3: One-to-Some	Person experiences relevant multi-channel content and offers, based on a mix of data sources	Increasingly relevant content and offers across key channels	Campaigns generate significant lift in conversion on key channels	CMS
Stage 4: One-to-Few	Person experiences increasingly relevant content and offers based on the use of some first-party PII data across addressable channels	Highly relevant content and offers across every digital channel	Campaigns based on driving CLTV, NPS, and customer retention lift	CMS
Stage 5: One-to-One	Person consistently experiences 1-to-1 content and relevant offers across any device and offline interactions, based on use of fully integrated first-party PII data	Customer receives next best experience content and offers tailored to them	Brand delivers high precision experiences and offers that drive loyalty, retention, and conversion	CMS

Promotions and Customer Engagement

Promotions are not just discounts but "do, get" strategies that create value exchanges and drive engagement.
84% of consumers are willing to leave a product or brand review in exchange for a reward.
Promotions, when combined with CRM efforts, can enhance customer engagement and drive KPIs.

Best Practices for Promotions

Build Your Database: Use promotional campaigns to encourage opt-ins and data collection.
Enhance Your Data: Collect insights during promotional interactions to better understand customer preferences.
Improve Engagement and Activation: Create compelling reasons for consumers to engage with your brand beyond coupons, such as social interactions or content hubs.

Real-World Examples

Royal Caribbean: Increased email addresses by 30% and achieved a 57% lift in new customers through a virtual ship exploration campaign.
Southwest Airlines: Used a hashtag contest to re-introduce a past tagline and boost loyalty program acquisition and social media buzz.

Key Takeaways

Personalization is key to driving conversion and customer satisfaction.
Email remains the most effective channel for personalization and customer engagement.
Direct mail is on the decline, but with smart targeting, it can still be valuable.
The CX Maturity Scale provides a framework for brands to assess and enhance their customer experience capabilities.
Promotions, when integrated with CRM, offer a powerful way to drive engagement and create moments of value for both the brand and the consumer.
Cloud technology is essential for managing large volumes of data and enabling personalized, real-time customer experiences.

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