Global Customer Engagement Benchmarks Report, 2023

The Global Customer of 2023 Wants More Personalized Experiences…

• 71.43% of Americans above the age of 55 do not receive personalized TV shows, movies, and music albums recommendations frequently
• Only 12% of Europeans claim to receive relevant updates from shopping brands frequently
• 54.8% of Indians do not get frequent personalized communication about new release updates for movies, TV shows, or music that they like
• 56.20% of Indian shoppers claim they do not get frequent updates from shopping brands about products that they like
• 74% of consumers in Indonesia do not get relevant news and sports updates frequently
• Only 16.80% of shoppers in Singapore claim to get frequent updates about products they like
• 64.8% of Chileans say news and sports updates they receive are not personalized often
• Only 29.20% of consumers in the Middle East receive relevant updates about news or sports updates frequently

…and Has New Digital Customer Channel Preferences

• 50.2% of Americans want to learn about loan offers and updates via Emails
• 19.60% of Germans prefer to get subscription renewal reminders and alerts via WhatsApp
• 59% of Europeans want to get KYC (Know Your Customer) updates and reminders via Emails
• 26% of Brazilians want subscription renewal reminders and updates on WhatsApp
• 35.8% of Latin Americans prefer to get travel information and hotel regulations for their stay from Emails
• 17.60% of consumers in the UAE get updates about the stock market and their investment portfolio via Push Notifications
• SMS is the fastest-growing channel for Indians to get subscription renewal reminders and alerts
• Consumers in Indonesia want banks to send them loan offers and updates on Whatsapp
• Travelers in Singapore want to get travel information and hotel regulations through Mobile Push Notifications

How Does Personalization Help Improve Digital Customer Engagement in 2023?

• Personalizing emails based on customer behavior boosts open rates by 2.7x
• Push Notifications personalized based on customer behavior lead to 5.47x more clicks
• Consumers are 3.86x more likely to click on mobile in-app messages and website banners personalized based on customer journey
• When brands personalize Text Messages (SMS) based on customer journey, they witness 6x more conversions

How can Businesses Build a Personalized Experience using a Customer Engagement Platform?

AI-based personalization helps companies drive customer engagement by gathering the right insights and improving communication strategies.

Marketing teams can create segments by observing customer behavior on their mobile app or website, and engage customers by sending relevant messages.

Proven Customer Engagement Strategies Executed by Brands Using Segmentation Capabilities

1. Media & Entertainment (OTT Audio & Video Streaming, Gaming, Sports, Digital Publications)

Xstream, Airtel’s video streaming platform, caters to the entertainment needs of over 17 million Indians accessing 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and much more on the Xstream iOS and Android mobile apps.

The Growth team at Xstream implemented the RFM model to analyze and segment customers based on their recency and frequency of app usage.

This enabled the teams to run data-backed campaigns and win back inactive customers.

2. Shopping (E-commerce, Retail, D2C, Groceries)

Alfamart is one of the popular convenience stores across Indonesia and the Philippines. After opening over 15,000 retail stores in Southeast Asia, the brand launched a digital app called Alfagift to bring a new shopping experience to the brand’s loyal members.

Alfagift’s Marketing team wanted to build a go-to E-commerce app for loyal customers and a single stop for all their daily needs.

The team created workflows that triggered whenever customers would complete or abandon an action inside the app, and automatically a message was sent to nudge them to either complete the action or opt for something else.

3. Banking and Finance (Online and Traditional Banks, Fintech, Insurance, Peer-to-Peer Lending, Crypto)

AXISNet is an Indonesian cellular brand licensing service owned by XL Axiata, a subsidiary of the Axiata Group. With 382 international roaming partners in 159 countries, AXISNet has coverage in 80% of the population across 400 cities in Indonesia.

The team wanted to drive mobile app adoption, particularly among the young population in Indonesia, engage consumers and convert them via the app.

The team achieved this by segmenting customers based on their actions in the mobile app and attributes and then running omnichannel campaigns.

4. Travel & Hospitality (Hotels and Homestays, Online Travel, Room Rentals)

OYO is the world’s leading chain of hotels and homes, operating in over 800 cities in 80 countries, including the U.S., Europe, U.K., India, Middle East, Southeast Asia, and Japan.

OYO’s Marketing team wanted to build a seamless omnichannel customer experience that resonates with OYO’s brand identity and offer personalized hotel recommendations and price offers.

The team identifies customer segments based on their past booking behavior, browsing patterns, and price preferences. This helps the team send hyper-personalized offers and hotel recommendations through push notifications, SMS, and emails.