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April: Marketing with emotional intelligence like never before

Heather
  • Updated
Hi,
 
Sometimes it’s good to pause and think about the road you’ve traveled and the one ahead. This is one of those times for us. Especially following last month’s acquisition of Mobile Marketing Platform, Kumulos (read more about that here).
 
Since our beginnings, we’ve been committed to empowering you to exhibit emotional intelligence when communicating with your customers. Early on it meant giving you access to unified customer data. Then it meant being able to use AI to decide the best campaign for each customer. But over time we realized that without being able to personalize the last mile, customer experiences could always brake. And thus, emotional intelligence would be only a pipedream.
 
So, we decided to take a page out of the “Dark Empire” Amazon’s book and get as close to the end customer as possible. To build our fulfillment capabilities if you will. We started with email and now have moved on to mobile. And we aren’t done just yet.
 
Today, we allow you to know what your customers need, ensure the message that answers that need are prioritized, and let you deliver that message in the most personalized way possible. This means that you can now exhibit the highest level of emotional intelligence across every customer journey and communication.
 
In this magazine issue, we’ll focus on how we’ve come to be a one-stop-shop for exhibiting emotional intelligence by reviewing our three product pillars: Customer Data Platform, AI-Journey Orchestration, and Multichannel Execution.
 
Cheers,
Shai Frank, VP of Product 
 

Know your customers’ needs – our Customer Data Platform

The first step in exhibiting emotional intelligence is the ability to “read” the person in front of you to understand what they need at any given moment. For you as a marketer, it means “reading” thousands of customers at a time. A daunting task, but one you are well equipped to perform.

Start by setting up customer attributes, combining them with real-time, engagement, transactional, and predictive data, and discovering customer insights. Stay at the group level or dive into an a specific person. See what they like, what they respond to, and how they expect you to interact with them.
 
Do this, and you will have taken the first step. Getting to know your customers and what they need from you.
 

Create the right message – our Multichannel Execution

The second step in displaying emotional intelligence is finding out how to say what you want to say. And in your line of work, that means both putting the proverbial pen to paper and choosing what channel to communicate the message across.

So, start by crafting your message be it in email, mobile, or the web (don’t worry those academy articles are coming soon). Then, determine if the message you created should be shared as an immediate response to your customer’s behavior, or a more thought-through time and day.
 

Decide what to tell them – our AI-Journey Orchestration

The last step is knowing what to tell the person in front of you to show you care, want to help, and know how to do so. In marketing, this is the equivalent of knowing what message to get across. And if your marketing is like your mind, you have hundreds of different messages from which to decide.

To make the smartest decisions start by thinking of the most important messages you have as part of your customer journey. If some must be sequenced, then set that up as well. For the rest, let an artificial brain make the call.
 
And with that, from within Optimove, you will be executing the most emotionally intelligent customer journeys ever seen.
 

> From our blog

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We renewed our vows and did so publicly. Read all about it in our latest blog.

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