TheJakartaPost
Please Update your browser
Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.
Braze helped businesses survive the pandemic and win their customers’ trust
Customer engagement is essential for businesses to grow their brand and purchases, as having insight into customers can help businesses to make more informed marketing decisions, supporting retargeting, content development, as well as sales processes such as messaging and outreach methods.
Change text size
Gift Premium Articles
to Anyone
Share the best of The Jakarta Post with friends, family, or colleagues. As a subscriber, you can gift 3 to 5 articles each month that anyone can read—no subscription needed!
(Courtesy of braze)
C
ustomer engagement is essential for businesses to grow their brand and purchases, as having insight into customers can help businesses to make more informed marketing decisions, supporting retargeting, content development, as well as sales processes such as messaging and outreach methods. Braze, a leader in customer engagement that powers results-driven interactions between consumers and brands, provides exactly that.
The platform has approximately two billion monthly active users (MAU) globally. They have recently released their Customer Engagement Review (CER) 2022, based on a survey with multiple companies across all regions and industries. In this year’s CER, Braze has highlighted the shifts in customer engagement trends that have taken place over the past year, explored what to expect next year, and provided guidance on how brands can address evolving consumer behaviors to help companies understand more about how to approach their customers.
The Braze platform’s software development kits (SDKs) and stream-processing architecture facilitates real-time ingestion of new data and enables companies to tap into user behavioral data within Braze to analyze, segment against, personalize and action on key customer actions. This feature allows businesses to evaluate and continuously evolve their customer engagement strategies to more effectively grow their brand. The approach is then further explained in the CER review so that other brands can gain knowledge on how to market their business based on the published findings. This is how Braze, backed by the survey, is actively helping brands to become more successful.
According to the data in the CER, the top trend in customer engagement is that brands are more confident than before about customer engagement, a move proving beneficial for most. 98 percent of companies that ranked their customer engagement efforts as excellent or good exceeded their revenue goals, while 35 percent of those that didn’t rank their customer engagement as excellent/good failed to meet their revenue goals. This means that brands focusing on delivering quality customer engagement are meeting their revenue goals at higher rates than others.
Across industries, the survey shows a growing emphasis on customer service supported by seamless digital experiences. The acceleration of digitalization during the pandemic has ushered in 60 million new digital consumers in Southeast Asia. The change has not only shifted where users shop, but also how they purchase items. For the first time, the financial services sector is seeing the rise of smaller competitors focused on catering to individuals’ needs over the last 10 years, moving away from long-standing institutions that are more time-consuming.
This was also proven by LinkAja, an Indonesian-based integrated digital wallet. They turned to Braze to expand channels and automate processes they used to handle manually. After launching their lifecycle campaign with the help of Braze, they achieved a 10 percent lift in recipients completing a transaction within the first 7 days. Additionally, they also experience an increase of 32 percent in users completing a transaction within the first 14 days.
Championing cross-channel engagement, Braze was built to unify all engagement channels in a single platform. Data shows that Asian-Pacific (APAC) companies have more channels than brands in other regions. It also shows that taking a cross-channel approach leads to 30 percent longer average user lifetimes by creating a more united customer experience. Cross-channel engagement has been utilized by other Braze users, such as Traveloka and Tiket.com.
“Braze tools allow us to orchestrate individual users’ journeys,” Merrick Jonathan, a senior product manager from the Core Platform Team at Traveloka, told Campaign Asia-Pacific magazine. “Say we start with an email campaign. If we find a user isn’t subscribed to email, then we send them a message via push notification. If a user doesn’t open it, then we can greet them with an in-app message.”
The strategy that was explained by Merrick was even more essential for Tiket.com, as the team needed to ensure that each notification reached every customer, wherever they are. Individualized communication was important too since each customer has a different itinerary. With the help of Braze, Tiket.com’s customer service SLA (service level agreement) improved from 70 percent to 80 percent while the time it took the company to send travel updates declined by more than three times. This means if it previously took the company an hour to send an update (for example), it went down to just twenty minutes.
“Together, our team and Braze provided the updates for the users in an accurate and timely fashion, not to forget with Braze's help we managed to provide personalized messages which helped our customers at difficult times. Thanks to our team’s hard work and Braze for winning our customers’ hearts back," said Dyah Wulandari, VP of Performance Marketing at Tiket.com.
Download Braze’s 2022 Global Customer Engagement Review and see where your company stands on its Customer Engagement Index here.
Braze is a leading comprehensive customer engagement platform that powers interactions between consumers and brands they love.
