3 Customer Engagement Trends for 2022

Robert Leefmans
Robert Leefmans
Jan 3 2022
Posted in Best Practices

Course-correct your tactics and create an insight-led customer engagement strategy

3 Customer Engagement Trends for 2022

Over the past year, the pandemic has once again kept us occupied, and consumers' lives changed forever. Early last year, we looked ahead to the trends in 2021, and traditionally we do so again for 2022.

Last year we described the breakneck speed of change in digital transformation. As Satya Nadella, CEO of Microsoft, described it, "We've seen two years' worth of digital transformation in two months." Now we see that brands and retailers are also starting to use temporary measures on a more permanent basis, because stores are forced to close. A good example are BOPIS & ROPIS programs, which are here to stay. Companies have redefined their relationships with consumers.

Therefore, you will see many of the trends that started in 2021 reflected in 2022. But we are, of course, going a step further. The consumer is becoming harder to grasp, and brand loyalty is more fragile than ever. That is why Customer Engagement is becoming increasingly important. A higher customer engagement leads to a more loyal customer.

Customer engagement will be the most crucial issue for the marketeer this year, where the pressure to reduce third-party data in favour of first-party data is something brands are focusing on. Further personalization is possible by unveiling customer data, and hyper-personalization is a trendy topic.

These trends will have the most impact in 2022 on how we will deal with consumers.

  1. Hyper Personalization
    Building segmentation based on customer behavior is something companies have been doing for years. Therefore, segments are a form of personalization. When you communicate with a specific target group, we see open rates and conversion ratios skyrocket. And to make your message even more personal, you can transform personal data into content. We all know the "Dear {{first_name}}...". But Hyper personalization goes further. Hyper personalization takes the way you use customer data to a higher level. It breeds the 1-to-1 relationship for every customer across all channels. Every part of your campaign is related to specific consumer data that can lead to 1-to-1 communication in real-time. When taking your data to a hyper-personalization level, aligned with behavior and precise campaign execution, your message will become more relevant, and customer engagement will increase and drive customer loyalty.

  2. Channel Orchestration
    Customer Engagement is all about the ongoing interactions between the company and the customer, offered by the company, chosen by the customer. In 2022 the consumer will be even more in control now that the number of channels has increased and consumers are more and more used to operating different channels. Ordering groceries via the app, tracking the order via push notifications, receiving an invoice via email, or last-minute pickup at the store with a digital ticket. Marketers will have to think about which channel works best for each consumer. Some like to receive an email newsletter, while others expect the dosed information in bite-sized chunks on the smartphone. Setting up a good flow of follow-up campaigns across the various channels is a daily business operation in 2022.

  3. Redefining Customer Loyalty
    A loyalty program can help you accommodate more interactions, create touch points and reward customers for these interactions. In 2022, the loyalty program is a tool and no longer the goal itself. The relation and mutual benefits are paramount. By building the relationship with your customer and making the consumer part of your brand, you increase the consumer's chance of choosing you over your competitor.

2022 Outlook

This will be another turbulent year and transform consumer behavior at a high pace. However, when using a powerful tool like Notificare, you can analyze, plan, execute, measure, and course-correct your tactics and create an insight-led customer engagement strategy that will forever change your marketing campaign, increase engagement, and drive the most loyal customers. Let us know what you think of Customer Engagement in 2022, and drop us an email at info@notificare.com.

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