This OMMA Social session attempted to answer two questions: How do you prioritize, coordinate, and manage engagement points ranging from your Facebook page to email to the in-store experience? And how do you evolve your product-centric organization to one that is customer-centric?
Razorfish, Loyalty Lab, and Virgin America discussed results of their proprietary research found in Liminal: 2011 Customer Engagement Report. In their research, they confirmed what every CRM marketer should already know: “Engagement isn’t just about a channel. It is about the consumer’s relationship with a brand, his or her ability to choose how and when to engage, and the value each channel represents.”
Razorfish asked the question “How do we take a bottom-up, customer-centric approach to prioritize channels?” Their answer was to define six Engagement Elements that should be the starting point for brand interactions with consumers.
- Value - what a customer feels when he knows he can expect a company to go out of its way to support his needs and knows the company values his business.
- Efficiency - when a company respects a customer's time and energy, and promptly addresses his needs.
- Trust - when customers feel confident that a company is credible, and will handle engagements honestly, sincerely and transparently.
- Consistency - when customers feel a company is uniform in things such as policy, attitude, communication, and messaging.
- Relevance - when a customer feels messaging from a company is interesting and applicable to their needs.
- Control – when a customer can determine if, when and how a company will communicate with him or her (opt in and opt out).
Brett Billick of Virgin America said they have renewed their focus on the traditionally engaged. For Virgin, email remains the 'bread and butter' channel for interacting with Virgin's high value customers. They endeavor to consistently improve based on customer feedback in order to ensure that they are sending the right and relevant content. An important note was that they found protecting the cadence of their email communications improved their metrics.
Virgin has a different communication stream through their social media channels. They serve the “socially savvy” with special promos. Though their socially connected users are a small percentage of their user base, they are highly valuable customers. For instance, they’ve found that customers who check in to their flights on a social networking site have a dramatically higher spend than their base loyalty program members.