First off, we’d like to thank everyone who Tweeted, blogged, posted something on Facebook or LinkedIn, or commented on the Mediapost article or here on our blog. As we said in “Liminal,” bringing up the idea of engagement tends to spark a visceral response from marketers – and we were not disappointed by the passionate response our research received.
Next, we’d like to take a moment to summarize a few key points brought on as a result of the great discussion around “Liminal.” Thanks goes to the Mediapost commenters for fueling this response.
Why Did We Do the Research? We hope Liminal will help brands figure out how to conduct what is now an ongoing two-way dialogue with their customers over multiple touchpoints – and prioritize those touchpoints.
While it’s obvious there are more and more channels with which people and brands can communicate, there hasn’t been much in the way of research about what people are expecting to get out of different channels, what’s most important to them when they engage with brands (feeling valued, efficiency?) and also, what channels they use and how that might differ according to demographic.
This Study Represents a Snapshot in Time. We suspect, as do others who read “Liminal,” that one reason Twitter and Facebook don’t deliver for most customers right now is that brands aren’t using them to provide the experience that people want. Think back to conversations had in every conference room about what to do about that new .com thing – many of the first websites failed to deliver on the Engagement Elements as well.
Marketers Need to Take a Fresh Look at How to Value Consumers. There also isn’t that much study of how the value of a customer changes for a brand when that person is highly influential, be they Oprah or simply a steadfast brand fan who likes to publicize their passion. We refer to this in Liminal as enhanced, or eLTV. However, as we said in the book, as a measure it’s a work in progress. The main point is that brands need to move beyond valuing their consumers based on how much they spend with them and evaluate their influence on other people as well. Many brands can also add in their own data and observations about their customers to determine which ones have high eLTV.
So What’s Next? As we describe in the About section of our site, Razorfish CRM Solutions created this blog because we know that CRM, as our industry has known it, is in a liminal state – it is on the cusp of something new, as engagement channels proliferate, and consumer adoption of them does as well. Thus, we sensed a need – a need not only to present our own research about what consumers want out of their engagements with brands, but also the views of other experts who are as interested in the subject as we are.
So please stay tuned for more great content to come, such as an expanded view on mobile, how ratings and reviews are evolving, what companies are doing to improve customer engagement, and much more. Let us know if you care to contribute, as we always welcome guest writers. And finally, thanks again for your continued support of “Liminal.”