The future of customer engagement.
Last week I had the pleasure of chairing the DMA’s CMO Roundtable on The Future of Customer Engagement.
I joined a room full of senior marketers from Virgin, National Trust, LV=, Crisis, Transport for London, Paypal, Nationwide, Feefo, NEC Group and Virgin Media, to consider the impact of emerging and immersive technologies on the how brands acquire customers and build loyalty. The session proved to be as interesting and insightful as you might expect.
Following the DMA’s Customer Engagement keynote event, and launch of their latest research report “Acquisition and the consumer mindset”, we gathered to share our perspectives on how key trends, presented by Foresight Factory, were influencing marketing strategies and budgets:
Immersive technology - how VR and AR will offer ever more personalise experiences
Engineered empathy - a future in which emotional intelligence becomes a core commercial expectation
Branding bypass - anticipation of the rise of smart systems with the availability to shop, search and even decide for customers
Latchkey loyalty - the rising appeal of commitment-lite commercial choices, and a future where flexibility and control are core drivers of long term loyalty
Pursuit of real - consumers are setting off on an identity quest, and brands are invited along for the ride
You can read what the room thought about the trends on the DMA website.
