In my last blog, I touched upon the need to have a consumer engagement strategy and a way to measure the consumer engagement maturity model. As an alumnus of Carnegie Mellon, the SEI’s CMM is firmly ingrained in my mind. Here’s my take on levels of organizational maturity for consumer engagement, basing it on a framework similar to that of the SEI CMM model.
|1: Initial/ Adhoc||
©Abhijeet Pradhan Nov 2013
Most of the businesses today are probably in a combination of levels 2 and 3. The challenge for everyone is to get to the next level – where we can get to an Adaptive engagement model. This is where there is significant potential to leverage the power of big data/ analytics to segment customers based on demographics and buying patterns. Organizations start narrowing the broad segments and instead of sending out that generic email blast to inviting everyone to view their fares, organizations can send selective communication based on loyalty tiers.
Organizations could now start piecing together information from their loyalty programs, customer service calls and sales systems to create a complete view of consumer experience.
Maturing consumer engagement and loyalty at Level 4 could very well be the foundation for moving on to Level 5 – where organizations can start having 1:1 conversations and a very immersive consumer experience. In my opinion, we’re still a way out from getting there. My take is that it might take us a while to settle in and mature at 4 – and in about 2-3 years from now, we might see some of the leaders take early steps in Level 5.
So where do you start? Lets start by figuring out where you are on the maturity scale. What changes do you need to make to systems and processes to get to the next level? How do you align these into meaningful initiatives? What is the value, benefit and the ROI of doing this? And finally – how do you get these prioritized and funded? This could provide you a framework for where to start and how to proceed.
As I said in my last blog, a lot of this is not easy. In fact, it can be pretty difficult. But as we all know, every company is trying their best to improve loyalty through effective engagement. Chances are that if you don’t do this – your competition probably will.