Stop Chasing Trends! Achieve Real Engagement with SMART Goals

Imagine you're in a giant hardware store needing a wrench. Endless aisles of tools surround you, drills, hammers, everything but a wrench.

This is how many businesses approach customer engagement.

They see fancy tools—personalized videos, visual emails, chatbots—but lack direction.

They chase trends, hoping a magic bullet will boost engagement. These tools are useless without a plan.

The Secret Weapon: SMART Goals

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These goals act as a compass, guiding you to specific engagement results.

Why SMART Goals Matter

Let's look at Sarah, a Digital Marketing Director struggling with stagnant insurance policy renewals. She knows impersonal communication is the culprit.

A flood of "cool" engagement tools comes to mind: emails, AI chatbots, even video.

But which one is right?

Sarah and her team realize they lack clear goals. Are impersonal emails or generic videos what their customers need?

Without SMART goals, Sarah risks getting lost in a sea of options.

Setting the Course with SMART Goals

A SMART goal for Sarah could be:

"Improve customer satisfaction to drive a 10% increase in renewals within the next year."

But how?

Understanding Your Customers

Gartner reported that 86% of brands are trying hard to provide a better customer experience (CX).

That's a lot of brands!

But, with so many brands trying hard (er) to provide a better experience, how can marketing and CX teams proof this to their customers?

Well, give them what they want. To an extend.

A study by McKinsey shows 76% of people dislike generic experiences. So impersonal emails and generic chatbots won't cut it.

Personalization is Key

To stand out, Sarah focuses on personalization—tailored messages to specific customer segments and, more particulary, individuals.

For example, a video for young families might explain how their policy protects their child's education. This is far more engaging than a generic video about "great coverage options."

That woudl be for a specific segment.

Imagine a personalized video for Priscila, a customer who is about to receive her first renewal invoice and needs to pay it via direct debit to her bank.

Like the following personalized video example:

Sarah and her team want to strengthen the relationship with customers through a personal touch in their messages.

But, remember...

They want to increase renewals by 10% and, just like in sales, calls to action are a must. Something she couldn't personalize when they were posting generic videos to YouTube.

By adding a personalized call to action in the video, viewers are now encouraged to take immediate action directly from the video, which leads to the desired goal. [You can see this in action here]

The Right Tool for the Job

With SMART goals in mind, Sarah discovers Pirsonal, a software that creates personalized video messages automatically.

These messages showcase customer data like their name, specific policy benefits, and renewal details—all in a scalable way.

Sarah can track and optimize these video interactions, making sure that she follows through their SMART goals this time.

The Takeaway: Goals Before Tools

Don't get caught up in the latest engagement fads. Start with SMART goals to define your specific martech needs. Then, evaluate tools based on their ability to help you achieve those goals.

Ready to Get Started?

If you're looking for a strategic approach to customer engagement, let's chat!

We can discuss how Pirsonal can help you achieve specific goals to gain higher customer loyalty or improved satisfaction. Contact us today to transform your customer journey, one personalized video at a time.