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Guest Blogger

With the Customer Engagement Transformation Conference just over one month away, we wanted to give you a sneak preview of just some of the content you will expect to hear from our Topic Streams and Case Studies. Today, Julia Barbosa, Special Products Lead at Save the Children joins us to discuss customer loyalty and what she feels will be the future of customer engagement…

1. Please tell us more about the Customer Engagement approach that Save the Children adopt:

For Save the Children our ‘customers’ are our supporters, and we really couldn’t be successful in our work without them. So we make sure our supporters at the heart of our work, because we can only reach children with their help. We do this by delivering engaging and tailored communications which focus on long-term support. We also focus on creating relevant experiences through personalised interactions to increase our relevance to each supporter.

2. How do you maintain that culture throughout the whole organisation?

Everyone has a role to play in ensuring we are focusing on those who support our work with children. So we continually listen to supporters and make decisions based on that evidence. We also create the environment to drives supporter-centric decisions and behaviour. We want to make sure we have sustained support, as this benefits the whole organisation.

3. What are you most looking forward to about the Customer Engagement Transformation Conference this year?

I’m looking forward to meeting lots of interesting and inspiring people from other sectors and learning from shared experiences. It’s always great to hear how others drive engagement in different ways, and I want to get as many ideas as possible from other experts in the room.

I’m also interested in the use of new technology to increase engagement. There’s a lot of space for innovative thinking in that area at the moment as there are so many different platforms to use, so it’s a great space for open discussion and fresh thinking.

4. What do you believe will be the future of engaging with Customers?

People have become more aware and more demanding whenever they engage with companies and organisations. So a great customer experience will increasingly focus on engaging the audience on their own terms. This is a great opportunity, as the brands who will drive the most engagement are the ones that play a relevant role and add value to people’s lives.

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