7 Jun 2011: Peppers and Rogers Group has unveiled its latest concepts for optimising customer relationships, long term loyalty and sales, in a world of increasing social media influence. Phil Winters (pictured above) the consultancy’s strategic advisor and lead for the initiative, presented the Customer IMPACT Agenda to around 90 marketers on 12^th May in London. He was keynote speaker at an event hosted by Neolane, the conversational marketing technology provider.

“The Customer IMPACT Agenda explains why and how brands should seek to delight the customer at every touchpoint, in every communication along the customer’s journey and leave a memorable experience,” said Winters. “In particular, it addresses the challenge faced by marketers now that customers have access to multiple sources of information, are social media savvy and are making their purchase decisions far earlier than ever before.”

At each customer touchpoint, especially in uncontrolled/uncontrollable social media channels, it is first necessary to determine whether interaction makes sense, and then decide how to engage with the customer appropriately along the decision making journey. A key point made is that the customer experience is made from their perceptions of the journey, and this means there must be value for them in an interaction and not just for the brand. There must be reciprocity, ‘something in it for them.’

“Where there is interaction, customers want worthwhile, personalised, relevant contact with their chosen suppliers,” said Winters. “They demand almost choreographed continuity in such relationships across all channels of engagement.”