Alright. In the interest of time, ähm, I think we can get started. Alright. We live in a competitive world today and keeping the attention of the user is getting harder and harder. And that's because over the last several years we have seen the evolution of devices, like, you know, Smartphones, Smartwatches, Tablets, PCs and also on the other side the evolution of channels, like email, SMS, web push, mobile push, In-App-notifications and the list has been growing there as well. And as a user, users tend to juggle between these devices and channels and brands are finding it harder to reach them, äh, at the right time, through the right channel and with the right message. Und die Frage that every brand ask themselves today, including all of you on this call today, is that how can brands continue to keep new customers engaged and also loyal? And then how can brands achieve long term relationships through great products and also memorable customer experience? And then finally, you know: What are the actionable tactics or methods that you can take to improve, äh, your customer, overall customer engagement? And, well, to answer these questions I'm excited to welcome you to our session "Drive Loyalty through Highly Engaging Customer Experiences". My name is Majid Manujukon. I'm the Evangelist at Braze and very excited to welcome, äh, my co-speaker Will Forbes, Team Lead Customer Success EMEA. Welcome, everyone. Will, could you please say a few words about yourself, please? Äh, yeah. Hi everyone, so I’m Will. Thanks, Majid. Äh, so I work with our customers across DACH and Western Europe ... ... for over three years now. I worked with a number of different customers over the years, um, coming from a range of industries, including on-demand food and bev, mobility, media and entertainment, fitness and e-commerce. It's been very rewarding for myself working with each company, getting to know their teams and bringing, bringing them together, supporting their growth with CRM best practises to reach their customers in the most timely, timely and relevant manner. Äh, prior to Braze I worked for a mobile A/B testing company with a strong interest in, in optimization, ähm, for both product and messaging. Just during, during this time," sorry, "I realised the importance of the fast and effective iterations, ähm, for companies to see value with their customers." It was this keen interest that led me to Braze and seeing how easily product and CRM teams can work collaboratively to test new product features and use those findings immediately. So I'm looking forward to discussing a bit more about this and loyalty and personalisation with you today. Awesome. Thank you, Will, ähm, for that intro. And looking at the agenda briefly, you know, when we were preparing this presentation, we thought of, ähm, keeping it completely educational as possible and that's why throughout the session you're gonna see only case studies and use cases that we are gonna discuss. And the reasoning behind that is that as and when you rethink your customer engagement strategy, you would be able to pick that use cases and think, you know, "This is what we can do for our company as well." And to do that, to be able to begin with a short Braze introduction, we're gonna talk about Braze just for about, you know, 30 seconds, and then we are gonna cover three different topics, starting with cross-channel customer engagement and then we move into a bit about retention strategies, you know, what does a customer-centric communication strategy looks like? And then finally, we are gonna touch upon loyalty as well, and then I'm gonna tell you towards the end all the resources that you can use as and when you rethink your customer engagement, ähm, strategy. So with that, ähm, Braze, for those of you who do not know, we are a leading customer engagement platform and our vision is to forge human connections between consumers and the brands they love through relevant and memorable customer experiences. And we are based across the globe, headquartered in New York. We have offices in London, Berlin, SF and a few other cities across the globe. And we are about more than 1000 employees behind the screen, coming to office every day and helping brands to forge that human connections. And we have over, äh, 1000 customers as well. And then, if you look at the middle of the, äh, äh, slide here, this is where, where we always talk about cross-channel customer engagement, right? Like I said in the beginning. Your consumers are juggling between devices and channels and I want everybody on this call to take a moment and think about what is that you do on a typical day when you wake up. The first thing that you probably do is, you know, pick up your mobile phone, check your emails, engage with brands that you engage with on a regular basis, right? Two hours later, you're gonna sit in front of your computer and then probably you are talking to Alexa in the meanwhile and then you are looking at your smartwatch, you know, "Am I fitness-ready today", right? As an individual you are juggling between at least four to five devices on a day-to-day basis and is your brand equipped with the right technology to engage with those consumers as and when they juggle between these devices, and that's what Braze does brilliantly and that's exactly what we are helping brands across the globe to do brilliantly as well. And on the right-hand side of the screen, you see a few of the brands that we work with. Most of the brands that you must be familiar with, including GAP, Disney, Etsy and also very German-specific brands, including Delivery Hero. And that's all about Braze and I think, Will, now it's time for us to jump into the real discussion here, and let's start with cross-channel customer engagement, right? I believe, like I said, you know, to create brilliant customer experiences, brands should leverage not just one channel, but multiple channels to create that connected, cohesive customer experiences, right? Will, you work with a lot of brands. I wanna ask you if you could share with the audience how brilliant and exceptional brands use cross-channel to drive better engagement? Yeah, sure thing. Ähm, so firstly, just wanna come back one second. So, like, firstly, cross-channel approaches focused on ensuring using the right and ideal mix of channels to reach your customers in a complementary and cohesive way, with an eye toward making the most of each channel's, uh, strengths. So true, true cross-channel campaigns should include both a mix of, of in-product and out-of-product channels in order to ensure a truly coordinated customer experience. Ähm-Just product channels, the talking more about in messages in messages in content cards and out of product channels at email mobile notifications on SMS so never we go the mix of the cross channel messaging right the can increase the number of sessions of this for user to your app internally into more purchases of subscriptions on their by increasing the lifetime value of users of your user base. So you can examples here to show us just first of which been Freedom. So Freedom is a fitness and workout app, headquartered in Munich. Quite a global brand now. And we know that Black Friday is actually one of the biggest and nosiest times for our consumers. So breaking through this noise is difficult for any brand, I'm sure you'll agree. So using a combination of email, mobile push notifications and in app messages and with specific targeting on their user base and freely to be able to increase their conversion rate by over 200% year on year. So always a key time for them, including getting like new subscriptions and likewise for any brand. So engaging with their customers across multiple devices and channels proved very effective strategy for Freeletics. Secondly, we then have HBO Max so I'm sure you've all heard of HBO. And in a similar vein, the team here leveraged both mobile push notifications again and in our messages for their campaign. HBO Max wanted to increase the audience size for their weekly movie premieres so the team engaged their user base using personalised recommendations via mobile push notifications. And those in app messages, the results of which they speak for themselves. HBO Max increased the movie premieres by 18%, which just as importantly were just churn by 13%. So considering that business model here, these compounded increases with tests over time make for considerable gains over the long term. And the app will definitely be sharing this afterwards so people can read a bit more in depth there and then just we've seen many brands increase their returns with these types of cross channel campaigns. Those who record the results and then use those learnings to test again are most successful. These teams and many others develop these in and out of product messaging strategies with personalisation and relevance to the end customer, always ensuring the right message at the right time. Feeling very conversational rather than the transactional nature of yesteryear back to you Majid. Back to me. Well, the first example that you talked about Will on the Freeletics and what I, what really kind of stuck with me is that you can have an amazing product as a company, right. But the experience around it, if it is not great, consumers are going to leave, they're not going to engage with your brand. So it's not about having an amazing product, it's also about creating that great customer experience around that product so people keep coming back to your product and services over and over again. And on this slide specifically, it's about reminding your consumers about the products and the features, whether it's movie streaming, music streaming, whether it's car hailing, food delivery, whatever business that you are in, it's always about engaging and letting them know, educating your consumers. And that's actually key here. And one beautiful saying that I came across recently is that consumers don't know as long as you don't show it to them, right? So show it to them only then they know, okay, this exists, I want to use it. Right. So no matter whichever business that you are in, think about how you can create brilliant customer experiences through these methodologies. And now let's move into creating a customer centric communication strategy to retain customers. Will, I believe users leave if they feel that they are not being listened to, they are not being understood and that's when they make a decision to move to a competitor, move to a brand which provides better customer experiences. So I want to ask you if you came across a few brilliant retention strategies that you can share with the audience today. Yeah, for sure. So we all know as marketers the cheapest way to grow is actually through better retention of your user base. So converting your existing customers into loyal users and advocates plays a key part in any customer relationship. And therefore knowing how to leverage both macro and micro environments in the moment can really heavily influence how a user interacts with your brand. I think you just touched on as well Majid sometimes an active decision to leave a brand versus an inactive. So whether or not they're aware they've just stopped using it versus actually it's not working for them anymore. So being very aware of those are two different groups of users as we move forward through any customer's lifecycle. So let's take a look firstly at Skyscanner. So you've had a pretty awful time in the travel industry and have navigated that rather successfully. So I'm sure everyone's had enough of Covid and those in any travel or hospitality sector would probably agree there. Skyscanner took this opportunity to be like a trusted advisor for their consumers and wantaway travellers. With a huge pool of data to draw from, Skyscanner said about getting the right information out to their community. They took a two pronged approach, one based on restrictions on each country, another based on those areas that were actually opening up. So Covid brought about this necessity to diversify how Skyscanner could engage and retain their user base in such an abnormal that we've never seen macro environment been able to communicate with their users based on their desired destinations and offer quick one stop. They became a very trusted resource and the go to place. So by educating and bringing their customers in when the rest of the world seemed like it was falling apart. Next up then, oh sorry. In addition, where those countries had opened up their borders again, there were a number of people still willing and able to travel and as always looking for the best deals. So Skyscanner was able to inform those prospective travellers of their best options. So always looking for that best deal in combination through both of these two strategies, these email campaigns resulted in increasing open rates by up to three and four times.Und auch such a long life times of their user base. So people knew that they had a trusted brand to go to during hard times. Likewise they will continue to use the brand going forward. Next stop is a great example of a brand using a cross channel approach to engage and retain their users for a period of time for an ongoing event specific to the brand itself. Suunto are a Finnish based global outdoors brand. They make high performance sports watches that link to an app keeping a log of your exercise and sports activity. So Suunto creates a brand specific vertical week on a number of occasions throughout the year. The users there are encouraged to log the highest number of meters climbed, making a competition between individuals and countries. They do a great job here of building the community and making sure there's almost a competitive age to it. So really retaining that user base and driving that forward by leveraging push notifications in app and content cards, the team created a highly engaging customer experience throughout the build up and the actual experience of the week itself. So from the lead up to the event, the team had solicited users for their explicit interest to take part in Vertical Week. So using push notifications to remind them like hey, this is coming up, do you want to opt in to be part of this community and this event? This ensures engagement throughout with personalised updates. And then they were able to kind of progress and encouragement to increase their count of metres. So if they had less than 100 meters, obviously we can pull that data in and then tell them hey, you're lagging behind on XYZ, please try and increase your account. At the end of it there was a summary then of their results and of their country standings was provided. So really, if we look at this from the bigger scale, there's a really good start, a true middle and an end for this campaign engagement on a really personal level, demonstrating the effective retention strategy. This had over like four times as many participants as the same time last year. So really doubling down on getting that explicit interest to start with, engaging the user whilst in the period of the event itself. And then actually a really great summary. And likewise we've seen some great end of year summary type emails and app summaries that really, really help engage and retain users. Like this is what I did, this is the use of what this brand does for me. So looking at both of these cases and many others, we can see like the brands using the world events or their own brand events as a focal point to talk to their existing customers. We've seen some of the best results from brands where they engage and act on the users interactions and preferences. These strategies are really highly effective in retaining their user base because they listen to the customer and then act appropriately. Fantastic. Before I move into the next session, I just want to encourage everyone watching to use the chat function and ask any questions that you may have for Will or for me. We are happy to pick it up as and when it's coming in. And Will, the two things that kind of stuck with me from the examples that you have shown. The first one, Skyscanner, I mean everybody can relate to nobody were able to travel everyone who is on the call too. But that didn't stop brands like Skyscanner to keep their customers informed and educated. Right? I mean, they very well know nobody can travel, right? They very well know that they are not going to make revenue because nobody's going to book tickets, right. But still, they kind of put the customers at the heart of everything that they do and kept their customers engaged. As and when travel stopped to open up, people can make the decision whether to travel. If yes, then which country they wanted to travel. And that's what customer centric communication strategy should look like. And on this example, will, you talked about having a year end review. And I'm a big fan of that, right? Whether you are engaging with the QSR industry, whether you are into car hailing, music streaming. As a user, I want to know what I have done over the last whole year, right? I mean, I may have spent quite a lot of money in ordering food, right? I mean, I may want to probably cut it down, right? Who knows? I mean, everybody did that, staying at home and ordering food over and over again. So it kind of gives me the feeling like, you know what, I have done an excellent thing over the year. I have listened to an amazing list of artists and music, right? And then I have ordered food from my favorite restaurant. So that gives me the feeling of looking back over the year. So whether you are in the business of car hailing, whether you are in the business of QSR, music streaming, video streaming, whatever that is, you can engage with your consumers with that year end review. So use the data for your benefits, create a list of things that they have done and they are going to appreciate it. That gives them the feeling that this specific brand is thinking about me rather than sending messages that's relevant for 1000 people, a million people at the same time. So it's about that unique individual, how you are engaging with that specific individual, give them that information that they need and that's how you create brilliant customer experiences. And with that, let's move into the last part of the session today, which is loyalty. I mean loyalty. Well, of course it's a hot topic to talk about, right? It's about occurring new users, it's about retaining them and then building that relationship over a long period of time. And it's not a project, it's a journey that you go through as a brand with your consumer, right? And from all the examples that we have seen. So one thing that's very common sense to everyone now is that as a brand you should engage with your consumers whether single channel, multiple channel, you should engage with them, right? So sending no message, sending a message through a single channel is a lot more better than sending no messages at all, right? So in a digital first and digital only world you need to engage with your consumers, period. If you do that, the results are going to be amazing as well. As you see here on the screen, on the right hand side.The value of communicating media consumers. Users that preseve messages are seven times, at least seven times more likely to make a purchase, make nearly ten times more purchases and are retained three times longer. And this, this is a stepping stone to loyalty, right. So, if you are a brand, listening to this conversation today. If you are not sending any messages at all: Please think about how can you use at least one channel to engage with the list of consumers that you have. And that's a kind of stepping stone that you can take, right. And at Praise we often say, you know, you can start anywhere and go everywhere. Meaning, you know, you can start with one channel, bring in all the other channels, depending upon how you want to reach your consumers, how you want to create that connected, cohesive experiences as and when they move along. That's a stepping stone for your success and to build loyalty. And now let's compare this data to how that looks like when you send messages to two channels, right. So technically, many brands are leveraging multiple channels. They tend to rely on only one of the majority of their campaigns, right. So for example, older companies are often very email-centric. You often hear people talk about, you know, email is dead. Well, email is not dead. Email is living and it will always live forever and it will always be one of the best channels out there, but you want it to bring in other multiple channels, depending upon how your users are engaging with your brand, right. Because your consumers are not just engaging with email, they are using other channels too. So think about what I said you can do to bring in additional, um, channels. And then, uh, the results on the right hand side, as you see here, messaging consumers on two channels results in 73% more likely to make a purchase and that's gonna be an amazing result in terms of better customer engagement and also at the same time better revenue for your brand as well. 42% increase in lifetime value, a 76% longer user lifetime and 58% increase in a 30-day retention period. So, when you think about how to retain your consumers longer, think about what are the metrics that you can measure, think about how many additional channels that you can bring in and that's going to be a major stepping stone for success for your brand. And this, this part of the slide, Will, you covered quite a bit here, talking about the differences between in-product and out-of-product messages. I just wanted to highlight that number, like what you have seen before, 25% more buyers, right, in product and out of product messages. And every time I talk in conferences and events, I always tell the marketers, "Think about how you are engaging with other brands, right? That's exactly how your consumers are going to engage with your brands too, right?" We live in a world between in-product and out-of-product messages and exceptional brands, they blend these two together to create that cohesive experience. If you could do that as a brand, then you are going to have more buyers, you're going to have more purchase per users because your consumers tend to come back to you over and over again. Remember, we talked about it's not just about having brilliant product, but also at the same time having a great customer experiences around that product. Tell your consumers every time you, uh, every time something that is relevant to that one single individual. One example that often that comes back to my mind, Will, is that I go to a retailer, I buy a pair of jeans, I add it to the card and then at the last moment I decide not to buy it. It could be for varieties of different reasons. One thing could be probably I think the price is higher, but the second reason could be the delivery is going to take longer, right? But as a brand, if you can, let me know when the price drops, saying that, "Hey, you know what? The product that you added in the cart, the price gone down by 10%." That's adding value for me. I would immediately go back and buy. Or if you think the delivery is going to happen in a day or two, then that would bring me back to your product or services, right? So think about how you can add value in your consumer lifecycle. That's what's going to create brilliant customer experiences. And why that is because oftentimes, very frequently, whether there is pandemic or not, consumer behavior and consumer preferences are keeping on changing and it will always change as a brand or capturing those changing preferences and then using that information to engage with your consumers. And the example here is that, you know, I love to eat a piece of steak, I love burgers, I always eat steak, but I could be vegan tomorrow, right? But as a brand, if you're keeping on targeting me with meat products, you're going zu lose me. That's when it, that's why it's key for you to really understand how I'm engaging, you know, what are the products that I'm looking at so that you can send me the relevant information. And the second example here, everybody knows, I mean, people who have suffered going through cruise holidays over the pandemic getting stuck, probably they are not going to do that again, right? They probably want to go for a kayaking trip or hiking trip, I don't know. Well, if I am one of those person, I'm definitely not going to go on a cruise ship again, right? So if you're a business into holidays, then think about, you know, how is that you can use that information to target me with the relevant information so that I can keep on coming to your brand rather than going to another brand which provides me better customer experiences and adds value in my customer lifecycle. And that's why we always say, you know, listen to your consumers. The data can come from a variety of different sources once the data comes in, you know, you need to understand and classify those audiences into the right segments and then finally take action across multiple channels and that's what is key to create brilliant customer experiences. And before I wrap up the session, I just want to remind everyone to ask any questions you may have using the chat function and with that, Will, I have one more question for you. Like I said in the beginning, you know, you work with a lot of brands, you see different strategies being done by brands across the globe. I want to ask you for the audience today, Will, please.What is the one tip or advice that you can give for friends, ähm, to, äh, that they can't stop implementing from tomorrow? Yeah, for sure. I think, like actually you touched on a really nice example beforehand. So let's say you're taking steak and then tomorrow you're vegan. Ähm, that just highlights the importance of data. And actually, we all know then data becomes less and less useful from the moment it's created. So being able to act as soon as those insights are available really helps drive forward the next step. So if we, if we take that as, as the context and the one thing that I would definitely recommend is making sure you've got a baseline of where is your retention strategy at the minute? What is your seven-day? What is your 30-day looking at that? And then being able to like test your messaging as your rate on those learnings. So having a collaborative approach. So we talk more about like the in-app or in product and out-of-product messaging. So having a collaborative team with CRM and product teams working together to, to test what works from, from those messaging perspectives and what, what the brand is doing for that user, um, making sure then there's real alignment there, noticing the results and being able to test on that as soon again, as soon as they can, um, going forward. If you're starting out with limited data, like those tests might be initially broad but could be directional. We want to then build on that and, and start collecting more info and more data, and your tests will become like more and more (...). And you'll, you'll see different approaches based on different life cycles from our different stages of lifecycle behaviour. Wonderful. (...), as soon as they are available as a brand to keep on testing and experimenting. Because as you said, sometimes you just don't know what's working and what's not working. So the only way to figure that out is test and experiment and develop that mind, mindset and culture inside your company to motivate your employees to regularly test and experiment, to create brilliant customer experiences. With that, these are the resources that's available. Everything that we talked about, you know, we are going to send it to you. So use those case studies to rethink your customer engagement and the resources that I have listed here. Please feel free to visit the link. Whether it's personalisation, whether it's email marketing, Embrace Inspiration Guide is a recently launched set of use cases covering activation, retention, monetisation. A lot of fake brands in there as well. Mock use cases as well, so you just can take them and then think about whether you are doing one of all of those use cases in there. If not, try and start implementing one by one. In no time I can promise you that you will be on a way to create brilliant customer experiences. And with that, I want to thank everyone, uh, on this call for taking your time to join us today. And also I want to thank you Bill for taking your time to join us and to go through that wonderful use cases. With that, thanks everyone and have a great day, wherever you are. Thank you. Thank you. Bye.
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