Braze-2021年全球客户参与度调查（英文）-2021.3-38页_3mb

2021 Global Customer Engagement Review Summary

Core Content

Braze launched its first annual Global Customer Engagement Review to help businesses evaluate and enhance their customer engagement strategies. The report emphasizes that high-quality customer engagement is a key driver of business success, leading to higher customer lifetime value (LTV) and lower customer acquisition costs (CAC). It outlines a maturity framework for customer engagement practices, identifying three stages: Activate, Accelerate, and Ace.

Main Points

• Customer Engagement as a Strategic Priority: Marketing budgets are increasing with a strong focus on customer engagement tools. Brands are recognizing the importance of building direct relationships with customers.
• Challenges in Measuring Success: Despite confidence in their strategies, many marketers struggle to translate engagement metrics into business outcomes. Only 26% of marketing leaders say their organizations have a shared definition of success.
• Cross-Channel Approach is Critical: Brands that use a combination of in-product and out-of-product messaging across multiple channels see significant improvements in user engagement, retention, and revenue.
• Technology and Data Enable Personalization: The use of live customer data and advanced analytics allows for more relevant and personal messaging experiences, which are essential for long-term growth.
• Ace Brands Lead in Performance: Ace brands, which are lifecycle-centric and use cross-channel, data-driven strategies, outperform others in engagement, monetization, and retention metrics.

Key Insights

Top Trends in 2021

• Marketing Budgets Increase: 60% of brands plan to increase their budgets, with a focus on customer engagement tools.
• Confidence in Engagement: North American brands show the highest confidence in their customer engagement efforts (93%), followed by Asian (88%) and European (82%) brands.
• Strategic Importance: Brands that rate their engagement as "excellent" are more likely to exceed revenue goals and increase budgets.

Braze Customer Engagement Index

The index evaluates brands on 12 factors across two axes: Tech and Channels, and includes classifications such as Teams, Data, Performance, Personalization, Objectives, Orchestration, and Culture.

• Activate: Brands just beginning to recognize customer engagement's importance, with limited metrics and campaign-specific solutions.
• Accelerate: Brands that collaborate across departments, have strong experimentation cultures, and use robust metrics but remain campaign-oriented.
• Ace: Brands that have a cross-functional approach, use real-time data, and focus on lifecycle engagement.

Key Areas of Excellence

• Experimentation: Brands conduct continuous testing and use advanced analytics to optimize their engagement.
• Channels: Brands that use a single solution across multiple channels and optimize messages based on customer preferences perform better.

Key Areas for Improvement

• Cross-Functional Teams: Only 5% of brands have permanent cross-functional teams, and even Ace brands struggle with formal multidisciplinary staffing.
• Real-Time Personalization: Fewer than 10% of brands personalize communications based on real-time data, despite the value of doing so.

Industry-Specific Insights

Financial Services

• Gaining Momentum: Financial services brands are investing heavily in customer engagement, especially in response to competition from tech giants.
• Performance Boost: Cross-channel strategies (email + in-app + push) result in a 2.3X increase in LTV and a 3.6X increase in 30-day retention.

Health and Wellness

• Digital Transformation: The industry has seen a significant shift to digital, with brands like headspace leading the charge.
• Engagement Tactics: Using SMS for referrals and multi-path onboarding via Braze Canvas improves retention and user engagement.

Media and Entertainment

• Focus on Retention: With the growth of streaming, retention has become a top priority.
• Cross-Channel Impact: Adding mobile messages (push or in-app) to email results in a 2.4X increase in sessions per user and a 3X increase in LTV.

QSR and Delivery

• Divided Industry: Brands in this sector show mixed approaches to customer engagement, with some focusing on traditional methods and others adopting more modern, data-driven strategies.

Retail and Ecommerce

• Brand Loyalty Matters: In this competitive space, brand loyalty is crucial, and brands that excel in customer engagement are more likely to retain customers and drive revenue.

Conclusion

The report underscores the importance of cross-channel engagement, real-time personalization, and data-driven strategies in achieving business success. It encourages brands to move beyond basic engagement practices and adopt a more holistic, lifecycle-focused approach. The insights provided aim to inspire and guide businesses in improving their customer engagement strategies for long-term growth.