Customer engagement has become the Holy Grail of brand-consumer relationships. Engagement is not just about being a customer, it’s about ideological consumption, interacting, experimenting, defending and following a brand. He is happy to the point of having a favoritism relationship, and that relationship is very difficult to build and maintain.
Of course, technology facilitates this process, because it allows companies to deal more personally and with less effort with multiple customers at the same time, and also allows them to receive more personalized and interactive attention, even if they are one in million. That is why we need to pay attention to the technological innovations that are presented, as they can mean drastic changes in this complex, fragile and intense relationship between the customer and the brand. They may be saved, redeemed or fallen, just knowing or not using this new resource well.
Most technology can help, but that doesn’t mean you can just adopt it anyway. That’s why I want to turn my eyes to the discussion on what to expect from these two new technologies that come full of potential to move the sky and the earth, physically and digitally: 5G and metaverse.
Recent years have shown how important digital transformation is for businesses, as consumption has taken deep root in the digital universe. This has made it all the technology that allows for greater, dynamic interaction and possibilities in the digital scenario to gain a captive space in positive customer engagement relationships.
With the advent of 5G, we can expect an increase in bandwidth with greater mobility, which brings us instant connection possibilities and with a larger volume of information. This makes companies and customers communicate more effectively, intensely and assertively. It is less and less necessary to go to a physical place to solve a problem or buy something from a brand. Everything is resolved with agile dialogues and well supported by many communication devices. Gaining agility and ease are already part of the essence of consumption, and this has everything to do with engagement.
5G is the basis for building a new level of interaction without long delays and with a greater sense of personalization in digital mode. Customer engagement requires, above all, an efficient channel. Now the possibility is of continuous data traffic to the cloud to be able to process more complex articles and add machine learning services to those communications. The devices of the Internet of Things could have more accurate results precisely because of this new possibility of constant communication, regardless of the bandwidth required. Security services are also responding better.
Speaking of the metaverse, it’s worth noting that most people haven’t even seen its potential. There’s an idea that the metaverse exists only as a virtual reality, and in fact, it’s so much more than you having a digital avatar and consuming it, experimenting with things and generating content. From a business perspective, some are already working to be present in these virtual worlds, but it is still challenging to bring this reality to the entire population, especially because of the cost of these devices needed to be “inside”. in the metaverse. .
The interaction in the metaverse will be done differently, although the most recognizable is through the virtual reality glasses. There are much broader features of technology, such as the creation of digital twins that can simulate real-life situations and help businesses of all kinds to solve problems before they even happen.
As for engagement, the metaverse will be a game changer because it allows you to experience much more than what the real world can provide, but you need to fully understand where to apply this technology in your engagement strategy. It’s not enough to have a virtual space, it needs purpose, dialogue, being accessible to its customer and it can’t be detrimental to practicality, wanting to embrace more than it can bring in a real interaction strategy.
To prepare, companies need to look for content related to the two technologies and how they can impact the performance of their products or services. Next, it is necessary to try to understand in their services what advantages they can gain by creating a relationship format that makes use of the metaverse, or something similar to it, and what they can add to their databases considering that it will be possible. capture more information in real time.
An important factor when it comes to engagement is that it allows the customer to choose the most convenient channel for them to interact with the company. And that can vary during your daily routine, on the go or at home. There are times when it makes more sense to speak through audio or, depending on the type of information, even open a video conference. But it is always important to give the customer options that work depending on the product or service you offer.
Another factor worth noting is the use of customer data, which must be done securely and reliably. A true engagement experience requires trust. If the customer is confident in how their personal information is treated with respect and keeps their personal information safe from outside parties, their relationship with a company becomes better. Sure, this is something that requires companies to invest in business intelligence, digital security, communication platforms and effective primary data capture, but when this is done, the consumer experiences are exemplary, positive. are created that are etched in memory. companies.
* Luis Leão is a developer evangelist at Twilio, a global cloud communications company.
Today’s leading companies rely on Twilio’s Customer Service Platform (CEP) to build direct and personalized relationships with their customers around the world. Twilio’s core communications API allows companies to engage with their customers via voice, conversation, messaging, video and email. Twilio Segment, the leading customer data platform, enables companies to create highly customized interactions and automated customer profiles based on primary data from multiple channels. Twilio enables companies to use communications and data to add intelligence to every step of the customer journey, from sales to marketing, growth, customer service and many other use cases. engagement, in a flexible and programmatic manner. In 180 countries, millions of developers and hundreds of thousands of companies use Twilio to create magical experiences for their customers.