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:
- Lack of immediate stickiness — 44%
- High uninstall rate — 38%
- Low frequency
of returning customers — 36%
- Lack of long-term loyal customers — 31%
- Long periods of time between individual customer purchases — 27%
- Generic
customer experiences — 22%
- Low revenue per customer — 20%
- Low total amount spent per transaction — 14%
What is causing these
challenges?: Companies also complain about the following internal process pain points:
- Not enough quality customer data — 42%
- Customer outreach restricted to
limited marketing channels — 37%
- Heavy reliance on manual processes — 30%
- Lack of resources to implement customer data into business strategy — 29%
- Lack of real-time data — 25%
- Lack of skills to analyze customer data — 23%
- Customer data is siloed within separate marketing channels — 22%
- Lack of communication across departments—20%
- Failure to integrate new technology with legacy systems—16%
- Regulatory compliance — 10%
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:
- Push notifications — 77%
- Email — 65%
- In-app messages — 63%
- Google Ads — 61%
- SMS/Text — 61%
- Facebook audiences — 56%
- Company website — 53%
- Desktop and mobile web pop-ups — 24%
- Mobile app Inbox — 24%
- Browser web
Push — 23%
- Web-hooks — 19%
- Desktop & mobile exit-intent — 13%
- Customers change to native app/web design — 12%
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:
- To understand more about customers in order
to tailor campaigns for different groups — 75%
- To build logical and effective customer journeys — 63%
- To retain long-term loyal customers — 52%
- To
reduce immediate customer churn — 48%
- To understand different customer buying behaviors and create proactive campaigns — 47%
- To personalize customer messages
— 46%
- To understand how to contact customers, e.g. channels — 37%
- To understand when to contact customers — 37%
- To develop new
products and services — 34%
CleverTap surveyed 150 mobile and marketing executives.