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NEW RULES OF

CUSTOMER ENGAGEMENT:

THE GAME OF PERSONALIZATION

The digital era has provided multiple avenues for businesses
to enhance customer engagement. However, translating
opportunities in the digital arena into effective customer value

management requires smart thinking and proper planning.
Lest, a firm might find itself on the losing end in the highly
competitive market. Here are a few pointers to the emerging

paradigms of digital customer engagement.

- Siddhartha Basu, AGM - Analytics & Consulting, Flytxt.

igital engagement is the talk of the Engagement model constraints
town. Remarketing, online-to- The three dimensions, which act as

Doffline and vice versa, switching, constraints in any targeted engagement
and omni-channel engagement model, are:
paradigms are here to stay. With the

increasing adoption of digital channels Revenue / Other Organizational Goals:
by customers and enterprises, they have This is the primary constraint in

now become an integral part of customer engagement. No engagement model can
engagement models. completely ignore its primary aim,

How is Customer Value Management i.e. – maximizing the value of each
adapting to the digital world? After all, customer interaction.

Customer Value Management (CVM) Engagement model constraints
in its traditional sense is engaging
customers with the right offer and the Revenue/

right time over the right channel, i.e. organiza onal
other
goals
contextual engagement.
To delve deeper into the dynamics of
CVM, omni-channel engagement, and

traditional Next Best Action / Next Best
Offer (NBA / NBO) models, we need to Engagement
model
constraints
understand the primary parameters of a
targeted engagement model, i.e. where
Resources/
engagement dynamics are informed by a needs constraints
Customer
me
specific goal (in the case of CVM, the goal
is Customer Lifetime Value or CLTV). Fig - 2-4-1 Source: Flytxt

38 INSIGHTZ - VOLUME 03, 2018