The Emergence of the Customer Engagement Agency

'Customer Engagement', this year's new catch phrase for marketers, seems to be sticking as a strategic approach. Why? Customer Engagement steps beyond traditional traditional direct marketing as it looks to reduce the reliance on any one channel and instead coordinate two-way communication across all channels.

Alterian has seen the emergence of a new type of partner - a class of agency who are leading the integration and innovation in the customer engagement market. Customer Engagement Agencies take a multi dimensional approach to marketing across all channels, to cost effectively produce rich, relevant experiences through unique capabilities that combine three traditionally separate skills and deliverables:

• Creative capacity to develop persuasive content
• Technical know-how to deliver messages via multiple channels
• Data-driven intelligence driving cross-channel/segment dialogue enabling positive financial impact through the proper selection of the right message for the right audience at the right time

Because of their ability to look at customer engagement across the full spectrum of operations, these emerging Customer Engagement Agencies will inform 'the brand' in a new and differentiated way, and will ultimately earn the ear of the board of an organisation due to the intimate insight they will will have on the individual customer

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