Campaign Management is one of the most underappreciated elements of a customer engagement software stack. It prompted us to start this 4-part series to explore what it entails and why these capabilities are essential to enable customer engagement and proactive service.
Campaign managers for customer engagement share several attributes with marketing campaign managers. They are different in multiple ways and often used together.
A marketing campaign manager sequences one-to-many messages through asynchronous channels such as email or unattended ones such as ads.
In contrast, a customer engagement campaign manager orchestrates 2-way-live-conversations with agents. It optimizes 2 scarce resources: people and time. There is a limited number of agents who can engage customers. Furthermore, businesses need to do it at the right time.
The starting point for both types of campaign managers is the ingestion and assembly of customer data. It uses any combination of packaged integrations with systems of record such as CRM, files uploads, and APIs. Data comes from different systems and must be cleansed and correlated. In the case of deliveries, for example, customer profiles from CRM need to be linked to information from scheduling and fulfillment systems.
The combined data form the backbone of customer engagement. The next frontier is to make the data persistent using a Customer Data Platform (CDP). A CDP can be leveraged in particular to create the predictive models that bring intelligence to engagement.
Stay tuned for part 2 and, in the meantime, you can explore our campaign manager here