Due to the limitations of current platforms, Customer Engagement has been forced to become more campaign-driven. They don't provide insights, forcing you to run campaigns on guesswork. Humans, on the other hand, are highly complex creatures. Millions of your customers have a wide range of preferences. Brands must be customer-centric and proactive in their approach to catering to these distinct preferences to gain trust. So, how do you delight customers if you lack meaningful insights? Our VP for EMEA, Jason Smith, discusses how brands can connect with their customers more personally by using an insights-led approach.

1. Jason Smith
VP, EMEA
jason.smith@moengage.com
Turn data into
insights to delight
(and retain) customers

2. 74% of businesses want
to be data-driven,
but only 29% are good at
connecting data to action

3. Data is good,
Insights are better

4. Report findings / Understanding the market's
pulse and their views on customer insights
4
recognise the
importance of
insights in business
metrics.
currently only track
demographic
information about
their customers.
said getting real-time
analytics is their biggest
customer engagement
challenge.
track insights like
communication channel,
content affinity and behavioural
data like recency, frequency,
and monetary value of
purchase.
37% 36% 24% 53%

5. Insights about your
customers, their
journeys, and your
campaigns

6. 6
Why do brands
fail to connect
with their
customers?
Inability to translate data into insights
Siloed data throughout the company
Lack of data for meaningful personalisation

7. Survey key findings / Customer preferences
and expectations in the new world
prefer to
communicate by
email, followed by 18%
who prefer the web.
of consumers used a
mobile application
during covid as a new
channel.
of consumers find it
frustrating when brands
send inconsistent and
irrelevant content.
of consumers said
personalisation should be
based on purchase history,
and/or interests (21%).
of consumers expect
hybrid interactions
with brands (in
person and online).
7
38% 22% 26% 55% 40%

8. Insights-led engagement
enables you to provide
customer-centric experiences

9. 9
Brands must take
an insights-led,
customer-centric
approach
Increase emphasis
on retention
Understand
customers' needs
Invest in customer-centric
infrastructure
Unify data for a 360°
customer view
Personalise
customer journeys

10. Customer-centric
engagement based
on insights
10
Craft 1:1
Personalized
Campaigns
Unify
Customer
Data
Understand
Intent and get
Insights
Unify

11. Customer-centric
engagement based
on insights
11
Craft 1:1
Personalized
Campaigns
Analyse
Unify
Customer
Data
Understand
Intent and get
Insights
Unify

12. Customer-centric
engagement based
on insights
Unify
Customer
Data
12
Understand
Intent and get
Insights
Craft 1:1
Personalised
Campaigns
Unify
Analyse
Engage

13. Customer-centric
engagement based
on insights
Unify
Customer
Data
13
Understand
Intent and get
Insights
Craft 1:1
Personalised
Campaigns
Engage
Insights-led
engagement
Unify
Analyse

14. 14
NAME
Sarah Jones
ID
ASDFS123
AGE
32
GENDER
Female
STATUS
Active
CUSTOMER SINCE
01 Jan 2018
USER
PROPERTIES
LTV
3,500
AOV
£65
TRANSACTIONS
23
RFM SEGMENT
Champion
PRODUCTS
DRESSES, KNITWEAR
CITY
London
COUNTRY
UK
POSTCODE
E1 7AD
ENRICHED
DATA
Clicked sale products push
Purchased knitwear
Added to cross-sell journey
Opened D+1 cross-sell Email
Best time to send: 7PM
Best channel to use: In-app
Opened
the app
Visited sale
category
Purchased basic
knit sweater
Viewed
knitwear collection
USER ACTIONS
CAMPAIGN INTERACTIONS
Sarah Jones
ID : ASDFS123

15. 15
Discover hidden issues and potential growth areas
What happens after my users
launch my app? Am I inadvertently
creating a looping behaviour?

16. 16
Predict customer behaviour
for proactive engagement
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17. Personalised cross-channel journeys
17
Visit your website to
browse products
SARAH
JONES
Receives a push
notification with
product offers
Uses the offer to
purchase a product
Receives a product
thank you email with a
referral link
Comes to your app to
make a friend referral
Receives an in-app
thank you message
with a discount link

18. 18
Use an omnichannel
strategy to engage
your customers
Social (Whatsapp)
SMS / MMS
IVR / Call
Center
Email
POS
Web
OTT & Voice
Wearables
Automate their journey
from onboarding to
engagement to loyalty
Ad Networks
Push
Notifications
In-App
messages
App Inbox
& Chatbot

19. Key takeaways
19
Data is good but insights are better
Insights-led customer engagement strategy
Customer centricity is critical
Invest in customer-centric infrastructure

20. Thank you!
We'll be at booth No.41,
stop by and say hello!