LONDON--(BUSINESS WIRE)--In its e-book, “Welcome to the 8-Second Era,” Alterian outlines how today’s marketer can effectively capture consumers’ brief attention span as they speed through the overwhelming quantity of content and offers available on every channel.
“In recent years, the window of opportunity for marketers to know, reach, convert and engage their customers have dropped to just eight seconds,” said Bob Hale, Alterian CEO. “The key to reaching them is to create an ‘adaptive customer experience’— one that combines consumer transactional data with real-time context— to supersede channels and anticipate their individual needs with the right message no matter where they interact.”
Here is an overview of the essential steps to create an adaptive customer experience, one for each of the eight seconds marketers must seize before the customer is gone:
1. Context
The first thing a customer or prospect
will notice when they interact with a brand is how well the brand
understands them as an individual. If the connection isn’t relevant, the
other seven seconds won’t matter—they’ll likely abandon the journey.
2. Relevancy
From a marketer’s perspective, the way
to ensure content is most relevant to a recipient is by analyzing
customer data and making sure critical data repositories are connected.
3. Personalization
Once the data reveals that a
particular message will be relevant to the interaction, marketers must
take relevancy one step further and personalize the content to create an
individual experience in the moment.
4. Experience
By this stage, the customer is likely
engaged with the brand and is now looking for a reason to extend their
interaction beyond the first four seconds.
5. Motivation
Assuming that the brand’s offer is
relevant and personal, what will motivate the customer to stay tuned in?
Customers are not only motivated by price-based incentives; they need
other reasons, such as exclusivity or loyalty programs, to keep engaging
with brands.
6. Reputation
Each interaction with a customer is an
opportunity to improve brand reputation. Unfortunately, many
interactions are designed for short-term profit, often at the expense of
the brand, which threatens long-term profitability.
7. Channel
Next, customers will choose the channel they want
to use to engage with the brand. It’s important to enable and optimize
multi-device and multichannel interactions because so many customer
journeys are non-linear.
8. Control
Customers are in control—they can tune in
or tune out at the click of a button. They expect value in return for
their interactions and for sharing their information. Meanwhile,
marketers need to understand and respect the fact that users appreciate
their privacy; it is a balancing act that must be mastered.
Check out the 8 Seconds eBook for the full story and find out how to capture today’s fast-moving customers’ attention with an Adaptive Customer Experience.
About Alterian
Innovative brands like
ScottishPower, Specialty Fashion Group and Handwriting without Tears use
Alterian's cross-channel campaign and real-time interaction management
software to help marketers create an adaptive customer experience,
staying one step ahead of individual customers with the right message no
matter where or when they interact. Find out how Alterian marketers are
solving their unique challenges and maximizing the opportunity to
increase the value of each customer, one relationship at a time, visit www.alterian.com
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