New Research from Braze Reveals Critical Insights on Craft of Customer Engagement and How that Helps 85% of Top Brands Surpass their Revenue Goals - Seite 2

• While new technologies have opened up engagement opportunities, many brands lack a strategy that truly grasps who their customers are by leveraging first-party data for personalization. Only 24% are mapping customer behavior and sentiment and even fewer brands (6%) apply customer insights to their product and brand approach.
• However, there are signs that marketers are beginning to improve the way first-party data is leveraged to better understand customer behavior and use data to drive business outcomes, as 54% of marketers aim to boost both upstream and downstream (e.g. retention, monetization) metrics.
• With personalization more important than ever in driving customer loyalty, marketers must have the necessary tools to immediately access rich first-party data, understand where customers are in their journey, and then quickly act on that data to craft truly meaningful experiences at scale.

Consistent cross-channel messaging is the key to long-term loyalty and retention

• The rapid global expansion of new channels also means marketers have a big opportunity to focus on experience consistency and cohesion. Only 37% of respondents say their brands have made consistency a top priority, and 33% rely on multiple, isolated point solutions to manually piece together a multi-channel experience rather than a seamless cross-channel experience.
• Today's most successful brands are diversifying their channel investments and prioritizing personalized, consistent messaging as a way to build retention. By transitioning to cross-channel customer journeys, brands can see a 6.5X uplift in purchases per user compared to solely in-product messages (such as in-app messages), according to Braze customer data.

The 2024 Global Customer Engagement Review also shares findings across five different industries—financial services, health and wellness, media and entertainment, QSR and delivery, and retail and e-commerce—and case studies featuring e.l.f. Cosmetics, Joe & the Juice, Second Dinner, Sonder, and Wealthsimple. Each industry breakdown also features insights and tactics for how marketers can uplevel their customer engagement strategy to drive retention and business value.