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Brands need to focus on cross-channel engagement and retention

This article was based on the interview with April Mullen of Braze by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Cross-channel retention is increasingly important in an environment where customers are channel switching at an increased frequency. Cross-channel retention refers to the practice of engaging customers across multiple channels and ensuring their loyalty and satisfaction. In uncertain times, it may be tempting for brands to cut spending on cross-channel retention as a cost-saving measure. However, this would be a mistake.

According to Braze’s 2023 Customer Engagement Review, brands that have implemented exceptional customer engagement programs have seen significant success. In fact, 78% of these brands exceeded their revenue goals within the last year, and 90% said they would be increasing their marketing budgets. This demonstrates that investing in cross-channel retention is not only effective but also a quick path to return on investment.

By maintaining a thoughtful cross-channel customer engagement strategy, brands can not only weather uncertain times but also be better positioned when the market becomes more favorable. This strategy allows brands to stay connected with their customers, understand their needs and pain points, and provide personalized experiences that drive loyalty.

In today’s highly competitive landscape, customer experience is a key differentiator. Customers expect brands to understand their preferences and deliver relevant and timely communications across various channels. By cutting spending on cross-channel retention, brands risk losing customers to competitors who prioritize personalized engagement.

Moreover, cross-channel retention is not just a short-term solution. It is a long-term investment that can pay off even more when conditions improve. By maintaining strong relationships with customers during uncertain times, brands can build trust and loyalty that will translate into increased revenue and market share once the market stabilizes.

To implement an effective cross-channel retention strategy, brands should focus on data-driven insights. Real-time data across channels can help identify pain points and address them proactively. For example, if a travel company’s customers are frequently missing their flights, the company can use real-time data to identify the causes and take steps to mitigate them. This could involve sending timely reminders, providing alternative options, or improving the booking process.

Additionally, breaking down silos and fostering collaboration among different teams is crucial for effective cross-channel retention. By bringing together individuals from marketing, sales, customer service, and other departments, brands can gain a holistic view of the customer journey and identify opportunities for improvement. Regular meetings and open communication can help align goals and strategies, identify overlaps, and find ways to collaborate and support each other.

In short, don’t cut spending on cross-channel retention. In uncertain times, it is even more important to invest in maintaining strong relationships with customers. By prioritizing cross-channel retention, brands can not only navigate through challenging times but also position themselves for success in the future. By leveraging data, fostering collaboration, and delivering personalized experiences, brands can drive loyalty, exceed revenue goals, and thrive in a competitive market.

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