In this interview, Jessica Ly is in conversation with Lori DeFurio, Group Manager of Retention & Customer Engagement, Document Cloud, Adobe. Join us as Lori shares her insights on the future of customer engagement, discusses effective strategies, and provides tips for fostering long-term customer loyalty.
Highlights of the Interview
Marketing vs. Engagement
Marketing is primarily about acquiring new customers. Engagement, however, is about retaining those who are already customers. It is used mainly as a strategy to retain customers even though they have the same KPIs as marketing.
In-Product Messaging
In-Product Messaging, or IMP, can be a powerful tool in increasing engagement in comparison to an email. It can lead to sustainable triple-digit increases in attendance at engagement-oriented events, thus leading to higher quality and quantity of customer feedback.
Future of Customer Engagement
Technology is fueling a massive shift in customer expectations. The customer of the future will be better informed, more empowered and will have significantly higher expectations. Customers will exercise unparalleled power in choosing brands and products that serve them best. In the world of competitive, fast-moving, commoditized businesses and a wealth of options, customer experience will become the differentiator.