Being contextually relevant increases customer loyalty, according to Forbes.
It’s like the old 1980s ad “When E.F. Hutton talks, people listen”; success today requires you to always be relevant.
Relevance is a table stake across the entire lifecycle of a seller-buyer relationship, not just when you’re making the sale or answering a customer service question.
As buyers move through on their journey, what is relevant to them changes. In fact, it changes at each step of the buyers’ journey. Relevance is defined by the situation, pressures and feelings the buyer has at each step; in other words it’s contextual. It applies as much to information as it does to actions taken. Understanding what is contextually relevant for each buyer at any point in time is a major challenge for vendors. It’s not like you can constantly ask them.
Now you don’t have to. There is a rise of software vendors that capture and analyze buyers’ digital actions and turn them into actionable behavioral patterns. Coupling these behavioral patterns with in-depth buyers’ journeys, vendors can decipher each buyer’s context. The result is actionable data to more effectively personalize content, landing pages, search results, emails, social communications, and sales and support calls, as well as products to meet evolving customer expectations.
