But having worked for large brands, the truth is that most companies have no idea when and how to talk to their customers. They rely on a messy web of conflicting events and triggers that engage customers without context.
I’ve recently started working on that tries to fix this, by pulling customer events from every channel, derive important moments from sequences of events and trigger the right engagement based on your specific context, all while continually learnig what's important to customer and how to best engage them
Here's how this works in an e-commerce example (although this works for any type of brand): 2 customers may have abandoned their cart at checkout. Customer1 got an error during checkout, got frustrated and moved on, Customer2 just a regular session.
Today companies treat these 2 customers the same and just send a discount code after 24h when in reality you should investigate customer1's issue and let them know it was fixed so they can complete their transaction
I call these sequences of events that drive customers to do X vs Y, "moments". My thesis is that you can discover these moments and design customer engagement around them to build delightful experiences that feel like you're going above and beyond, tailored to the customer which improves revenue, retention and advocacy.
I would love to hear from anyone that has experience with this problem.
You can follow my journey at https://booly.co