The Connected Customer Blog

Connected customers are customers that love your brand. They buy from you again and again; they spend more on your website; and they serve as brand advocates within their networks. The connected customer is eager to engage across multiple channels and devices. In the online marketplace, the connected customer provides the straightest path to success, paying dividends across the entire customer lifecycle.

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Tuesday, Mar 3, 2015

My smartphone has become an extension of myself. And while you might not want to admit it, I’m sure I’m not alone in that declaration.

Unlike the desktop or tablet, a mobile device is an everyday, everywhere companion. It’s no longer an optional piece of a business plan.

Mobile is a must-have across the entire organization. Especially for customer-centric departments like marketing, sales, and service, businesses have got to up the ante when it comes to the mobile experience. After mining the Internet for top 2015 mobile trends, here are the five we think will dominate this year—complete with curated, insider insights.


Thursday, Feb 5, 2015

Every interaction with your customer is a marketing opportunity, and some engagements are more important than others. The modern marketer has to be ever present in critical moments of impact during the buyer’s journey.

My three-part series here on the Connected Customer Blog offers a few tips and insights on getting to know your audience, and growing that audience from first-time visitors to engaged brand advocates. This final post highlights the critical moments that matter along the nonlinear path to purchase.

The first step in engaging the right consumer, at the optimal time, with the right message, starts with knowing what those pivotal moments look like.


Tuesday, Feb 3, 2015

Today’s audience has changed. And no surprise: the customer journey has changed too. With the explosion of devices, channels and apps, there’s no universal leading path to purchase. In some pockets, the traditional funnel is still relevant, and for some it can guide a successful, linear customer journey. But, for most, the opportunity to be completely nonlinear is more present than ever.

So, the question becomes, “how can brands adapt and maintain the advantage in a digital marketplace?”


Thursday, Jan 29, 2015

Today’s consumer is turning to digital firstit’s how they prefer to research, shop, bank, and be engaged. The benefit is companies can also use digital to better tie consumer activity to brand performance across all channels.

If you’re looking to prove the return of your digital engagement strategy, we have some insight and actionable tips.

The American Marketing Association will host the live webinar, Return on Engagement: Understanding the Business Value of Personal Connections, sponsored by LivePerson, on Tuesday, Feb. 3 at 12 p.m. CST. Join me and Christian Bailey, director of strategy for Anvil Media, as we zero in on the bottom-line impact of an intelligent digital engagement strategy.


Wednesday, Jan 28, 2015

From leadership to employees and customers, audiences are the heart of every business. And as more business happens via digital, it’s even more important for people to feel like they are at the heart of your business.

Growing your brand’s proprietary audiences and focusing on that human relationship is hard work. It can’t just happen overnight. It must be a company-wide effort, and the results … are worth it. According to Bain & Co., a 10 percent increase in customer retention levels results in a 30 percent increase in the value of the company.

In this blog series and podcast, you’ll find our discussion around getting to know your audience, and growing that audience from first-time visitors to engaged brand advocates. This first post highlights how to define your audiences, along with details on creating a truly engaging experience.


Wednesday, Jan 21, 2015

Today’s consumers are pretty savvy and very self-sufficient when it comes to digital shopping. But we’ve all had those “uh oh” moments when we hit “check out” too soon, or couldn’t find an answer after scouring an FAQ. Call it a first-world problem, but during our digital shopping adventures, we’ve all had moments where we needed a live person.

Chat agents are on the frontline of customer service and have heard a little bit of everything, from run-of-the-mill support issues, to some pretty wacky requests. But often, for a customer in a crisis, a live person can save the day.

Read our top five cases where a digital helping hand resolved real-time life crises in 2014.

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