Most firms can’t implement real-time customer insights to improve engagement, judging by Market Survey Research: The Biggest Opportunities For Mobile Brands in 2021, a study by CleverTap.
In depends on how you define real-time, but 16.34% say they can do it in hours, 12.42% in minutes and another 9.15% in seconds.
More disappointingly, 22.22% claim that they can respond in the same week, and 11.11% say they can do it the next day. Another 14.38% say they can react within the same day.
And 14.38% say they “currently cannot implement real-time insights but plan to.”
That puts a damper on the growing hype about real-time CX, and does not point to triggered email communications.
On the same track, the respondents list these customer engagement pain points:
What is causing these challenges?: Companies also complain about the following internal process pain points:
Despite those issues, 60.78% of the companies polled saw higher revenue in 2020 than they did in 2019, 21.57% were flat and 17.65% suffered a decrease.
Those most likely to see an increases were in the gaming (88.9%), Edtech (87.5%) food delivery service (77.8%), Fintech (64.3%) and ecommerce (57.1%) sectors.
In contrast, 77.8% of travel marketers suffered a decrease, and only 22.2% saw an increase.
Email is maintaining a steady second-place position among engagement channels used by companies, second only to push notifications:
Of the companies surveyed, 55.64% send between one and five emails per week, while 18.05% send between six and 10, 3.76% send between 11 and 15, 5.26% send between 16 and 20 and 5.6% send between 21 and 25.
Another 12.03% send no emails at all.
What are their goals in using customer data? They are:
CleverTap surveyed 150 mobile and marketing executives.