RISMedia's Real Estate Magazine

FEB 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/930707

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50 February 2018 RISMedia's REAL ESTATE When optimizing your digital custom- er experience, remember these six tips for connecting with customers: 1. "KNOW ME" In today's digital age, customers expect the companies they do busi- ness with to truly know them. Brands need to track all interactions a cus- tomer has with the brand. Compa- nies need to store customer under- standing and track information that answers key questions, like: What emails did the customer open? What videos did they watch? What ques- tions did they ask via social media? What purchases have they made? By tracking all engagements and prefer- ences, a company can build predic- tive models and predict behaviors, such as likeliness to churn, likeli- ness to purchase, likeliness to refer, or likeliness to renew. This will en- able customer service teams to be- come more proactive in nature, rec- ommending the offers that are most likely to resonate and be accepted by the customer. The end result is in- creased business and improvement in customer satisfaction. 2. "ENGAGE ME" In the digital environ- ment, it's important to engage your multi- tasking, multi-device- using online visitors and keep their at- tention. One strat- egy is to create interactive apps or simulations of the experi- ence custom- ers could get if they were to visit the brick and m o r t a r Rewire the Digital Customer Experience 6 WAYS TO CONNECT I n today's reputation economy, getting the digital customer experience right is essential to your survival. Brands need to remember that experiences are not logical; they're emotional. Creating an emotional connection with your customer through the digital journey is critical; however, this is no easy task, considering the challenges of the online and mobile environment.

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