It’s no secret that customer behaviors and expectations of brands are constantly evolving. What worked five years ago — or even last year — no longer works today. Customers are more informed than ever with access to social media, comparison shopping, and reviews — all at their fingertips. They’re also saturated with marketing messages, discounts, and offers at every turn. That means that for brands to win customer attention and earn their share of wallet, they have to work hard to create meaningful customer experiences throughout the lifecycle that add value, not noise.
Customers want brands to be mind-readers that anticipate their needs and provide the information, products, or offers they need in that moment. They want interactions with brands to be intuitive, timely, and valuable. To cater to these expectations, marketers must take a smart, intentional, customer-first approach to how they engage customers throughout their journey with the brand. In today’s ever-evolving, competitive landscape, staying relevant and growing customer engagement means marketers must continue to adapt and elevate their customer experiences. More and more of that requires an omnichannel approach.