The 2021 Customer Engagement Trends Report by WebEngage

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WebEngage, the marketing automation suite and customer data platform for digital consumer businesses, has announced the launch of its latest trend report – The Customer Engagement Report.

The report analyzes business and consumption trends from 2020 across nine industries and seven channels. The changes in 2020 have been a game-changer for brands, leading them to adopt a digital-focused engagement strategy from 2021. Key insights from 2020 help us navigate the new normal from 2021 and beyond.

Key Findings from the Customer Engagement Report

E-commerce

90.65% of all communication messages were sent via mobile push and web push notifications. 42% increase in channel engagement in July-September 2020.

EdTech

35.75% of all communication messages are e-mails. The use of email and on-site notification increased by 21% and 71%.

Health care

89.10% of all communication messages were sent via mobile push and web push notifications. 157% increase in SMS by the end of 2020.

Media and entertainment

76.34% of all communication messages were sent via mobile push and web push notifications. 5.9-fold increase in notifications in the app from JFM to OND, 2020.

Travel & Hospitality

91.10% of all communication messages were sent via mobile push and web push notifications. 91% decrease in user engagement and 60% decrease in on-site engagement.

Financial services

80.64% of all communication messages were sent via mobile push and web push notifications. 97% increase in SMS adoption volumes in April-June 2020.

With the onset of the pandemic, businesses have struggled to weather the crisis of disrupted supply chains and declining consumer spending. However, it also led 71% of customers to spend more time online than before. This has led companies to adopt digital solutions to ensure continuous user engagement.

The report analyzed data from over 85 million active users, over 300 million daily messages sent, over 850 million daily events to understand how users engaged during the pandemic. Given the unprecedented digital adoption rate for consumers and businesses, the report takes a closer look at the digitally driven strategy implemented by various industries and corresponding user engagement throughout the year. It helps describe the rapid acceptance of multichannel marketing automation by mainstream brands around the world.

Avlesh singh

Avlesh Singh, Co-Founder and CEO of WebEngage, said, “The need of the hour is for businesses to scale up and deliver humanized and personal experiences to their customers across multiple touchpoints. Marketers must prioritize the intelligent use of customer data in order to effectively engage the consumer of the new, first and foremost digital age. This change is here to stay, and the trends will ring true throughout 2021 and beyond, making it crucial for brands to step up their digital engagement.

WebEngage’s Customer Engagement Report unlocks crucial omnichannel user engagement insights for consumer businesses to deliver an exceptional customer experience in 2021. It also analyzes volume and customer data. Pandemic Year 2020 engagement across nine industries and seven channels to uncover actionable insights that help a brand build a digitally-driven engagement strategy.

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