What happens when you follow the three steps to successful contextual communications?
“Contextual communication drives a feeling of being valued and trusting the brand relationship, which drives customer behavior at every single phase of the purchase journey or the customer lifecycle,” shared guest speaker Anjali Lai, Analyst at Forrester Research, Inc., at our recent webinar The Value of Contextual Communication.
Creating feelings of value and trust are extremely important when customers are deciding to initiate a brand relationship – regardless of the industry, product or service. Customers are looking for experiences that meet their physical and emotional needs. “When selecting a provider, customers say the most important thing is that the company cares about me and my goals; even when engaging with ongoing service providers, customers place a premium on the companies that offer quality products and personal support,” stated Anjali.
But what is the value of this premium? How do you calculate the ROI of contextual communication when it’s strongly aligned to customer emotions?
Consider these statistics:
- 40% of U.S. online adults have chosen a brand specifically because it provides a personalized experience. Brands that deliver customized experiences win customer mindshare and market share.
- 13% of U.S. online adults pay more for a brand because it provides a personalized experience. Tailored communications can essentially increase a customer’s willingness to spend more with a company.
- 24% of U.S. online adults recommend brands because they provide tailored experiences. Brands that customize their customer interactions are more likely to turn those customers into advocates.
Learn how companies are using their contextual communications to create ROI in this 2-minute video.
Companies are reaping the rewards of delivering contextual communications. Forrester data shows that customers expect tailored brand communication, and they are ready for their service providers to create customized interactions. When companies deliver contextual communications that address their customer’s emotional moments, build the right emotional context, and resonate with the customer lifestyle, they elicit strong positive feelings of value and trust in their customers. According to Forrester, customers acknowledge that contextual communication improves their brand perception and strengthens their emotional ties to brands, which drives customer loyalty in terms of retention, enrichment, and advocacy – and that makes perfect business sense.