The Customer Engagement Cycle: A new organizing principle for marketing

Based on the Integrated Marketing Platform Alterian has created a process to give our customers the operational capability required to engage with their customers - the Customer Engagement Cycle.

Mike Talbot, co-founder and CTO of Alterian explains the Engagement Cycle and its component stages:

The Customer Engagement Cycle Diagram

The diagram below is a graphical representation of the steps in the engagement cycle, illustrating the cyclical, iterative nature of the process.  It shows how the insight generated by the process enables marketers to learn more about every single person they are communicating with, and gives them the ability to tailor the message to suit each persona.

The Customer Engagement Cycle makes it practical and cost-effective for marketers to be able to scale their operations to drive individualized customer and prospect communications to millions of customers. 

It is important to remember that the Customer Engagement Cycle is not singular in nature but multiple, each cycle learning from the last as the customer interacts through multiple channels, at all times of the day and night and with varying degrees of frequency throughout the life cycle of the customer.

Our Solution - Built for Marketers by Marketers

The Alterian Integrated Marketing Platform makes it practical and cost-effective for marketers to orchestrate multi-channel engagement with the individual, enabled by integrated data, analytics and content.

The Alterian Integrated Marketing Platform manages the people, processes and applications that have often been autonomous marketing functions.

Running through the entire platform is an analytical capability enabling marketers to gain insight into their customer data by using intuitive, easy to use, visual segmentation tools. This capability supports a unique ‘train of thought’ working practice, typically exemplified by marketers. 

Bringing analysis, content and execution together in this unique way enables marketers to deal with people as individuals and engage with them throughout every step of the customer engagement life cycle. 

The focus now is on engaging the individual, driving integration across marketing and agencies which in turn drives customer engagement life cycles and takes the individual from being an unknown prospect to an engaged customer and on to being a brand advocate.

Marketing must now become synonymous with customer engagement, and it is only the organizations which have the complete data and engagement process in place to orchestrate this transformation that will survive, let alone succeed.

Want to learn more?
View our Customer Engagement Brochure