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Former Nigeria football coach has life ban for match fixing cut to five years
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Where Technology Can Improve Customer Experience Efforts
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SAS offers free digital tool for brands to assess their analytical marketing capabilities
SAS launches Marketing Confidence Quotient to help brands develop a game plan for creating enhanced real-time, personalized customer experiences
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CARY, N.C., Jan. 27, 2021 /PRNewswire/ 2020 was a dizzying ride for marketers. The COVID-19 pandemic caused major disruption in how B2B and B2C customers want to engage, and brands had to adapt quickly to keep up – identify new ways to deliver services, meet demand from new audiences and connect on an emotional level with customers in an unprecedented way. For some this was harder than others, depending on their customer analytics capabilities and digital readiness. The pandemic forced all marketing activities to become more digital by default.
Moving From Customer Engagement to Customer Participation
PHOTO:
Brooke Cagle
Many brands seek to enhance and increase customer engagement as customers progress through their journey across all of the brandâs channels. Recent studies, such as Deloitteâs 2021 Global Marketing Trends report, suggest that engagement is not enough, and the next logical step is for customers to actively participate with a brand.
Customer participation has been a hot topic as far back as 2013, but the difference is that in 2021, the focus is on leading with empathy and understanding. As such, customer participation is beginning to be seen in a new light. The customer is more than a consumer of a product or service; they now have opportunities to shape, create, and define a brand, and to become brand advocates through direct participation with the brand.
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