The Science of Customer Engagement: Interactive Transformation versus Digital Transformation
Did you know that from 1970 to 2020, you have been bombarded with more than 10 times the number of advertisements and commercial messages every single day? The number of channels that you engage with has increased from fewer than five (radio, tv, and print, for example) to dozens (multiple social platforms, news alerts, text messages, emails, podcasts, streaming video, on and on).
Additionally, in the past three years, the level of distraction has dramatically increased as a result of the shift from in-person work to remote/hybrid environments. Because of the decrease in collaborative office environments, the number of meetings that the average professional has in a week increased by a factor of five (i.e. 500% increase) while the number of text chats and electronic communications has doubled.
This is true of us and of our customers or target audience. What does that mean? No one is paying attention to you or anyone else anymore. Or, if they are, they are multi-tasking — splitting their attention into milliseconds between myriad tasks.
The Story Gets Worse
The B2B world is now highly complex: complex problems, complex technologies, complex organizations, and complex external macro-forces.
When we layer in the amount of complexity in our customers’ worlds with the levels of distraction to which people are exposed, we can appreciate how difficult it is to help prospects and customers truly understand what we are trying to communicate.