Research report Key Drivers For Identity Management In Asia-Pacific, The Middle East and Africa, which studied customer engagement practices, saw 32 per cent of the professionals surveyed admit to reaching out to the wrong customer because of substandard customer identity practices.
Poor data management practices are blocking access to valuable consumer insights
More than 60 per cent of those surveyed acknowledge their customer engagement activities suffer due to incomplete customer profiles, relating to gaps in first-party data held on customers. These incomplete customer profiles place a company’s customer engagement tactics at risk of being disjointed, leading to long gaps between touchpoints or frustrating interactions that fail to reflect the customer’s preferences.
While most brands will be guilty of making marketing mistakes, like contacting the wrong customer at some point in their lifetime, companies should ensure errors are addressed through daily operations to improve identity management strategies and preserve customer relationships.
CJ Xia, VP of marketing and sales at worldwide biotechnology distributor Boster Biological Technology, urges brands to dedicate themselves to providing marketing that is relevant and tailored to build rapport with customers as individuals.
“If your target audience cannot feel an emotional connection with you, then they are just going to feel annoyed with the content,” explains Xia. “They won’t feel any need to engage with you since they don’t find the content, or you for that matter, to be relatable.”
To find out how the experts surveyed are addressing poor customer ID management, download the full report today: Key Drivers For Identity Management In Asia-Pacific, The Middle East and Africa