Customer Experience

Recognizing the Invisible Customer

by ENGAGEcx on July 18, 2018

Modern enterprise marketing platforms from Adobe, Oracle, Salesforce and others are great at engaging with web and app customers. But what about all the customers that are in your physical locations?  Your retail store, restaurant, hotel, bank, etc…

Marketing platforms have a giant blind spot – they totally miss the in-venue customers.  And because of that, brands struggle to drive full ROI from both their marketing efforts and physical venues.

CMOs want to know:

  • Who is in my store?
  • Why did they come in?
  • Are they a return customer or a new customer?
  • Are they in my loyalty program?
  • How can we engage with them on a personal basis?
  • What will bring them back again and again?

CMO’s now have a cure for the blind spot.  A solution that extends their marketing platform beyond the web site and the app – to include all of their physical venues.  A solution that delivers customer visibility, analytics and engagement and empowers the brand to upgrade the in-venue experience to deliver customer engagement that produces new revenue and long-term loyalty.

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ENGAGEcxRecognizing the Invisible Customer

Who’s in your Store?

by ENGAGEcx on February 16, 2018

We are excited to be chosen by Cisco to participate in their Cisco Simple campaign and webinar series.  The goal of Cisco Simple is highlight how Cisco simplifies networking, collaboration, security and computing with their integrated new line of cloud solutions.

ENGAGEcx has been chosen as the first partner in this campaign to focus on a key problem for businesses with physical venues, understanding in-venue customer behavior.

Watch the playback here –> CiscoSimple: Who’s in your Store?


Digitize Your Destination
ENGAGEcx: On-Site Experience Management
March 14, 2018 1:30pm EST

Do your best customers come and go unknowingly?
Do you promote & hold events—in c-store, hospitality, casino, retail, restaurant, QSR, sports or entertainment—but are unsure who attends?

Maximize the competitive advantage of your venue with on-site experience management. ENGAGEcx is a customer-aware IoT middleware platform that transforms, orchestrates and analyzes data from physical and digital sources in real-time to provide profound new insights into consumer activity, enhancing engagement, revenue and brand loyalty.

This webinar on ENGAGEcx will be divided into three parts…

PART ONE: 10-15 minutes: Overview: What is ENGAGEcx and how can it help your business
PART TWO: 15-20 minutes: Q&A: Our panel of experts answer your questions
PART THREE: 20-25 minutes: Demo: See ENGAGEcx in action

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ENGAGEcxWho’s in your Store?

5 Metrics that Prove On-Site Unique Visits are Required to Drive Conversion

by ENGAGEcx on February 2, 2018

Understanding ‘Who’s in My Store’

Unique Visits in a physical space is a nascent concept for most marketing organizations.  Leaders are recognizing that insights found in this detailed data are what drive conversion and ultimately revenue.  Fortunately, the concept of Unique Visits is not new, rather the means to observe it in a physical space has finally come of age.

Web Analytics providers have paved the way with Unique Visits

Web Analytics providers (like Adobe, Google, etc.) define Unique Visits on a web site as follows:

“Consecutive page views that occur within 30 minutes of each other.  These consecutive hits must use the same unique visitor identifier, set in the visitor’s browser.

For example: visiting a web site 3 times each separated by 45 minutes equals three Unique Visits to the website.  It’s essential to track this level of activity as it illustrates true customer behavior, interest, loyalty, etc.

Specifically, Unique Visits help create metrics that provide insights on:

  • # unique web visits per day
  • visit duration
  • # unique pages views
  • # return visits
  • etc.

Unique Visits and Visitors is a well-known concept in the Web world as businesses have invested money and time to perfect this understanding to drive conversion and ultimately revenue.

Understanding Unique Visits in a Physical Venue is now Possible

Getting the same level of fidelity in your Physical Venue is now possible. Until now, there were many complicating factors, not the least of which is how do you recognize the individual activity or how do you measure it in real-time.   On-site Location Services, when processed correctly, provide the ability to deliver in-venue analytics that heretofore were not available:

On-site Unique Visits are defined as time periods where continuous presence occurs in a given location or zone.  Presence in these periods must use the same unique visitor identifier, set in the visitor’s device. 

Much like a web-site, venues often have multiple sites and zones.  Similarly, Unique Visits in a venue can occur at the Site or Zone level at any time during a day.

Here’s an example: visiting a Store/Venue for more than an hour may occur with several visits to Zones within the Site.  Each movement constitutes a Unique Visit with its distinct arrival time and visit duration. Once again, it’s essential to track this level of detail as it reflects true customer behavior, interest, loyalty, etc.

Specifically, Unique Visits in a physical space create metrics that provide insights on:

  • # unique visits per day (perhaps by store)
  • # unique zones visited per day
  • visit duration by Site and Zone
  • conversion from one Zone to the next (eg – Fuel Pump to the Beverage Bar)
  • # return visits and frequency
  • Occasion Attendance

Observing Unique Visits in your physical venue is required to understand true customer behavior.  Once achieved, this knowledge unlocks your ability to connect marketing campaigns to visits and Occasion attendance, which are the drivers to increased revenue and campaign ROI.

To learn more click here.  We will also provide you with a complimentary copy of the Gartner Marketguide for Customer Journey Analytics.



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ENGAGEcx5 Metrics that Prove On-Site Unique Visits are Required to Drive Conversion

What did Amazon Buy?

by ENGAGEcx on July 12, 2017

The inevitable has happened.

Amazon finally decided to stop experimenting and made a move that every retailer on the planet has feared – they bought a brand with a significant physical presence.  Or did they…

Not to suggest Amazon isn’t interested in the stores.  They most certainly are… and not only for the bricks and mortar.  No, Whole Foods Market (WFM) also provides the kind of customer experience that is necessary to win in the cutthroat retail world of today. WFM states, “We go to extraordinary lengths to satisfy, delight and nourish our customers. We want to meet or exceed their expectations on every shopping trip. We know that by doing so we turn customers into advocates for our business.”

So, not only did Amazon by stores, they bought a brand and a culture that excels in delivering a physical experience that creates loyalty and advocacy with its customers.  In fact, in some ways you could argue that WFM is the physical analog to Amazon’s digital prowess.

Interestingly, a Morgan Stanley survey shows about 62% of Whole Foods shoppers are members of Amazon’s Prime service, opening the door for cross-sell promotions to entice customers who shop at both to spend more.

But here is the rub – Amazon, who knows every detail of how its customers shop online,  doesn’t know how those customers shop in stores — a gaping hole in its visibility to more than 300 million shoppers.

So, is this what Amazon is buying – a brick and mortar retail business that has a recipe for remaining relevant, with a loyal customer base, where there is overlap with two-thirds of the customer base?

Unfortunately, having common customers doesn’t easily translate into the seamless shopping experience those customers expect.  Amazon’s advanced commerce platform isn’t designed to support a physical venue where shoppers browse products by walking, not clicking.

Gartner recently stated in its Digital Commerce Cool Vendor report, “Many businesses operating at physical venues don’t know what customers do on-site, thus missing revenue opportunities and lacking visibility into on-site activities.”  This is the world that Amazon has entered.  One where its digital advantage is not integrated to its new physical venues.

Despite the real difficulties, one would think that this large overlap of a highly loyal customer base is a perfect opportunity to deliver a seamless digital and physical customer experience.

Imagine a scenario where Amazon’s daily email includes an offer for a 4-person meal with a Salmon entrée and your favorite wine because they know you were looking at fish in your favorite Whole Foods the day before.  And as a loyal Prime member, they’ll ship it to your door free of charge.

The true game changer will be when Amazon announces they have not only merged the businesses, but more importantly merged the commerce platform to see their customers’ complete digital and physical journeys to enable a truly one-of-a-kind experience online and in-store.

Amazon has taken a bold step that changes the future of retail.  The clock is ticking for all brick and mortar brands.  To learn more about what we are doing to power retailers of the future,  find us here.

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ENGAGEcxWhat did Amazon Buy?

The New Loyalty – Measuring Brand Stickiness (part 3 of 3)

by David Trice on March 20, 2017

Part 3 – Operationalizing Stickiness…Loyalty’s Holy Grail

Go to Part 1 

Click to download The New Loyalty 3 part series

We’ve learned in the earlier posts that if you’re continuing to invest in traditional loyalty programs, you’re spending money on outdated techniques and, worse yet, you may be losing more customers than you gain.   We’ve also learned that consumers are more prone than ever to shop around.  So, if the old way doesn’t work and new, elegant experiences only encourage shopping around, where do we go from here?

According to McKinsey, the key to success with today’s consumer is creating stickiness as they begin consideration, prior to each purchase.  Translated this suggests that being relevant and consistent in key moments early in product or service consideration is what matters most.

Reading between the lines, the McKinsey study suggests that because improved shopability and the barrage of competing offers, loyalty can only be guaranteed in the moment.  Therefore, seeing sticky customers with high purchase intent in real-time early in the process is critical to the loyalty marketer.  Measuring stickiness, however, requires a different point of view and a new approach.

Most brands are stifled by silo’d transactional data that’s both hard to use and incomplete as it doesn’t reflect the mobile and location aspects of today’s consumer journey.  Continuing with my experiences from the prior post, my engagement with the drive-thru of one of my favorite brands should be as relevant as using their new app.  Unfortunately for both brands this is not the case, as the brands have decided that I can only be known and treated as loyal if I change my mind and decide to use the app.

In this situation, the brand has decided that the way they will know me is through their app.  Unfortunately for the brand, the app isn’t a priority for me and as a result my usage, and what they know about me, drops off.  In the end, the brand has to find different ways to connect with me…and the many others just like me.  In the end, brands are missing this enormous opportunity to see and connect with customers across an ecosystem of engagement that sees everyone.  I, in fact, have connected via the brands ecosystem on numerous occasions; I have used their kiosk, redeemed mobile coupons, I have used their WiFi and sometimes even the app.  To connect this ecosystem, brands must embrace a new holistic digital-to-physical customer data approach that connects all channels and is enriched with both on & off site location.  Then, enhancing this contemporary view of today’s consumer with a real-time engagement score is the key to operationalizing stickiness.

The connected ecosystem with real-time scoring enables brands to quantify and measure the effectiveness of key moments in the consideration to purchase journey and focus on customers whose frequency and intent is strongest.  One example would be, favoriting a particular shoe on a web site and then visiting the store on several subsequent days would yield a high engagement score that the brand can instantly leverage when she later browses on her phone.  Following this pattern, the more frequent the engagement, regardless of channel, the higher the score.  When the engagement stops, the score would naturally decay suggesting the customer interest has subsided.

Seeing and acting in a connected ecosystem with a real-time engagement score yields a view into customer stickiness that is the key to driving revenue and massive ROI…which is the marketers Holy Grail.

With shopability being at an all time high and new approaches, like location, changing the traditional thinking about loyalty, it’s time for companies to rethink their approach to defining and maximizing the value of their customers. Without a course correction, investments in loyalty are likely to be wasted in the years ahead—diluting margins, draining profitability, driving less-than-expected growth, and decreasing customer value along the way.

Download the full 3-part series HERE


For more on How Engagement Score can drive 800% ROI please visit us at


(Contributions from Peter Roesler @webmarketing007, Robert Wollen @RobertWollan of Accenture, Patricia Odell, Chief Marketer @chief_marketer and @McKinsey)

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David TriceThe New Loyalty – Measuring Brand Stickiness (part 3 of 3)

The New Loyalty – Measuring Brand Stickiness (part 2 of 3)

by David Trice on March 9, 2017

Part 2 – Creating Loyalty with Customer Experience and Location

Go to Part 1 

Cross-channel Customer Experiences and Product Shopability

Click to download The New Loyalty 3 part series

In 2016, major brands like Walmart, REI, Belk and Target announced that omni-channel customers – or those that shopped across multiple channels – spent on average 2-4 times more than the average customer.  Reports such as these indicate that brands are making strides by investing in Customer Experience initiatives that provide a more elegant and personalized way to purchase their goods.

However, brands are beginning to realize that creating an improved purchase experience rarely guarantees loyalty…and may just increase shopability.  McKinsey points out how elusive loyalty is today reporting that a full 89% of people shopped around with 69% of the people switching loyalties to another brand. Capturing enough mindshare to ‘stick’ early in a purchase process seems to be the key.  Leading brands are learning that consistently knowing a customer’s history, intent and desires and applying that knowledge across all channels early in the purchase process is critical to maintaining stickiness and ultimately growth over time.

Robert Wollan from Accenture Strategy added “Every consumer has a natural instinct around what makes them ‘stick’ to a brand.”  For most brands, this is the new holy grail…identifying what it takes to deliver brand stickiness and consistently delivering that experience across all channels, all the time.

Loyalty and the influence of Location

To add to Loyalty’s stickiness challenge, mobile devices have inserted a new dimension to the equation…enter the customer’s Location.

Consumers are getting more and more comfortable using location to enhance the value proposition of the products and services they consume.  And it makes sense; I know that the travel circles around where I live and where I work is pretty tight and those stores or brands in my circles, definitely benefit.  If you recall my example from the prior post, I have found stickiness to the two brands because of the convenience of location and the product offering.  Further, I engage with each in several ways across numerous stores, including: the drive thru, dining in-store, take out and on rare occasion, purchasing through their app.  Yet, in the end, neither brand really knows me for the loyal customer I am.

There are a few emerging examples where brands have successfully used location to drive customer behavior.  For six years running Dunkin Donuts has reigned atop loyalty offerings with a program that sends offers to nearby customers to drive loyalty and immediate gratification.  Their program works beautifully for loyal coffee drinkers in need of their morning fix.  But what about other location examples, like:

  • sending an offer to a soccer mom as you have determined she spends 2 hours at a nearby field every Tuesday, or
  • the woman who makes several repeat visits shoe department of a store one evening following several nights of browsing the website for a particular brand of shoes, or
  • the frequent traveler, sitting at a bar in his favorite hotel after a work out in the fitness room and using the brands app to search for his next place to stay, leaves the hotel to have dinner elsewhere.

Yes, these examples all require location – whether you are seeing visit patterns on-site in a physical venue or travel patterns off-site, yet nearby.  With the right location information, each of these customer journeys creates an opportunity for a brand to influence the customer to drive action and perhaps create stickiness.  Without a doubt, location of all types has emerged as a new cornerstone to brand loyalty.

So, if the old way doesn’t work and new experiences encourage shopping around, where do we go from here? Next weeks conclusion, Part 3 in the series, explores how to building stickiness into your digital brand.

Download the full 3-part series HERE

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David TriceThe New Loyalty – Measuring Brand Stickiness (part 2 of 3)

The New Loyalty – Measuring Brand Stickiness (part 1 of 3)

by David Trice on March 2, 2017

Part 1 – Traditional Loyalty is at a Cross-roads

Click to download The New Loyalty 3 part series

As consumers, we don’t have to look much farther than our own smart phone to realize that even the newest loyalty programs don’t really work.  However, its not for a lack of trying.  A recent study by Accenture suggests that 90% of brands employ some kind of loyalty program.   It’s likely that most of us have used a mobile app that is intended to be the “remote control for the relationship”. Unfortunately, for the vast majority of customers, after the newness of the app wears off so does the effectiveness of the program.

The Accenture report offers that the lack of adoption is only the beginning suggesting that 25% of consumers say the repeated attempts at engendering loyalty are hurting the relationship.  Even more unnerving to the brand, Millenials are more likely to have a negative reaction to a company’s attempt to earn their loyalty.

Using myself as the example, I have 3 loyalty apps on my phone.  One I use when I travel.  The other two I haven’t used in months.  This pattern seems to reflect the state of the industry according to Accenture.  However, there is an important point that seems to be overlooked – my lack of app usage does not reflect my loyalty to those two brands.  I frequent each of them, sometimes more than once weekly.  I just haven’t found the mode where their app, the stars earned and incessant emails are relevant as a part of my daily life.  In the end, their view of me is purely an analytical one that results in an incorrect, or incomplete, view of a really loyal customer.

This ineffectiveness leaves a brand a bit lost when it comes the best way to building true relationships with today’s customer.  On one hand, the brand doesn’t know how to connect with their most loyal customers…and apps aren’t helping.  On the other hand, the never ending barrage of promotional offers pushes us away.

For Brands, the crossroads is real, yet all hope is not lost.  In part two of this post, we’ll explore the areas of location and frictionless customer experiences as they hold hope for loyalty marketers.

Go to Part 2 – Creating Loyalty with Customer Experience and Location

Download the full 3-part series HERE

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David TriceThe New Loyalty – Measuring Brand Stickiness (part 1 of 3)

Engage Every Guest like a VIP

by ENGAGEcx on October 13, 2016

Did you ever wonder what it felt like to always be treated like a VIP?hostess-w-flowers

Imagine you’re a VIP in a scenario you have encountered on your last vacation or business trip. It starts with you jumping online to check out the availability with your favorite hotel company at your targeted destination. While you are checking out the property, the company website recognizes you and your preferred customer status, remembers you like a corner non-smoking room, and extends you an offer of an additional 10% off because of your long-standing loyalty. Before booking the room, you want to check a few details about the property, so you make a call to the company’s customer service department. The associate on the phone greets you by name, and she knows about your room preferences and the 10% offer you’ve already been extended. She answers your questions about the property, puts the booking through for you with the discount applied. Fast forward to the day of your arrival: When you walk into the property to check-in, the property’s digital ecosystem sees you and alerts the front desk to your arrival. The staff greets you by name, assures you your corner room is ready, and offers to make you VIP reservations at the hotel restaurant, complete with two complimentary drink vouchers. When you arrive to your room, there is a handwritten card from management, welcoming you.  Finally, after unwinding in the lounge you receive an offer for dinner that evening at the Hotels best restaurant.

Sound too good to be true? Not in the least. This version of great customer experience within the guest journey can be achieved today – and with the right customer engagement solution, it can be achieved without spending a ton of money. The solution is to create an empowered ecosystem, tailored for the hospitality industry, that governs the entire customer experience — from booking, to arrival, to time spent at your destination (both on the property and off), to departure. This completely immersive guest experience can be realized through the implementation of a consumer focused, purpose built Connected Customer Engagement solution, one that powers the entire ecosystem from booking websites, to travel communities and the hotels, restaurants and activities that fall in-between all working together to create an immersive experience for you the customer.

Engagement Score Defines VIPs

Every guest’s journey is made up of each touch point a guest has with a brand or property.  A Connected Customer Engagement platform uniquely identifies each customer at every touch point and attributes each interaction – both digital and human – in real time and scores them by to the frequency and importance. The ENGAGEcx Engagement Score extends current loyalty solutions by providing insights into how your best customers engage.  So, the higher the score, the more engaged the customer. By recognizing and scoring behavior at each touchpoint, a company can begin to put together a more detailed profile of each guest.

Engagement Score as a Performance Index

The Engagement Score also provides the baseline to measure the impact of guest experience on performance across key digital and physical dimensions and it unites the company or property around one common objective: maximizing guest experience. The Engagement Score provides the ability to understand and recognize how guest experience investments are truly impacting financial performance. The beauty of a guest value index is that it focuses hospitality companies on enhancing guest experience, rather than the sales cycle.

A Connected Customer Engagement solution like can make the implementation of the holistic Engagement Score an affordable reality. cleanly sits atop your existing infrastructure doesn’t disrupt any existing business systems or processes, in order to provide companies with one cohesive view of their guest behavior. finally delivers on the full promise that CX has been striving for in the hospitality industry. To see how can help facilitate creating stronger relationships with your guests, contact today.


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ENGAGEcxEngage Every Guest like a VIP

Retail Podcast: Hear David Trice on The Incubator!

by ENGAGEcx on February 4, 2016

David Trice and IntrepidNow discuss connecting Digital and Physical

We would like to thank Todd Schnick and Ashley Staggs of IntrepidNOW and the Incubator for having us on their show.  Here is an excerpt from their post… is the only technology putting the customer clearly at the center of the business process for consumer-facing brands by connecting both online and offline interactions.

Our world is filled with data. From traditional Nielsen ratings to tracking our behaviors across the web, we are far less than anonymous in today’s digital world. Why then does shopping in a store make us feel like Julia Roberts in the infamous Pretty Woman scene?, is the Atlanta-based software startup that is changing the very relevant (it still accounts for more than 90% of total retail sales) brick-and-mortar retail experience by providing location based data in the moment that is tied to your online behaviors.

Here is a discussion guide for the podcast:

1. “How do you bridge digital and physical?”

2. “A customer-aware, central nervous system…”

3. With, the retail operation can see, when you walk into a retail store, that you just recently went online to the website, or made a phone call to learn more…

4. While more and more people are buying online, still a large majority of people buy from a physical retail outlet…

5. How is empowering both the physical retail teams and the Digital Marketing teams?

6. How do you appropriately attribute credit for the sale? No matter how it started…

7. How can you use digital to create a better in-store experience, and increase in-store purchasing?

8. Why it matters to encourage use of in-store WIFI?

9. How can retailers get better at “omnichannel” — its the buzz word, does it really matter?

10. It’s more than being mobile-optimized. You do have to be meaningful EVERYWHERE, at any time…

11. Identification is the first step… “The INDEX in the sky…”

12. How all of this actually works…

13. How can we leverage a B2C CRM?

14. Really determining “Lifetime customer value?”

15. How do you actually manage all of this customer data for your client?

16. “In-store micro-personalization…” Impacts of beacon-technology… “Micro-geo-fencing…” is a leading omni-channel, cloud-based attribution and experience platform that helps businesses engage with customers as they move across the growing array of digital platforms and devices. By delivering attribution and and conversion visibility, enabling truly personalized customer experiences, and empowering employees to serve each customer as an individual, is a true partner in driving higher revenue and customer loyalty. Sign up for a free demonstration to see how can revolutionize your business!


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ENGAGEcxRetail Podcast: Hear David Trice on The Incubator!

Problem Solved: A CMO’s Dream

by David Trice on January 26, 2016

ecx retail tech

What Event Did 50 Leading Retailers Attend While At NRF?

It’s enough to make a CMO want to bang his or her head against a wall – a CRM platform that does nothing to help the business know its customers and build great relationships with them. For all the hype surrounding many “cutting edge” CRMs, they don’t solve the problem widely experienced today of connecting a business’ brick-and-mortar experience with its digital experience.

But, good news was unveiled to 50 of America’s top retailers earlier this month in New York, during the National Retail Federation’s Big Show. This select group of retailers, including executives from Bloomingdale’s, Hermes, Nordstrom, and Coach, witnessed the first-ever technology that solves the CRM customer attribution problem. At an exclusive event at the Alton Lane showroom in Manhattan,’s partnership with Cisco Meraki was unveiled. The partnership has resulted in revolutionary technology that gives businesses the power to truly bridge customer experiences across mobile, ecommerce, and in physical stores. The key is’s power to recognize and identify each and every customer, no matter how he or she engages with a business.

This turn-key solution uses in-store WiFi to create a hyper-personal experience for the customer. As a customer shops, fully attributes the visit with location and context captured from geo-fenced areas in the store — and marries that information with information gathered from his or her prior digital journeys with the brand. Even customers with abandoned digital shopping carts are greeted with a personalized experience that lets them re-engage when they walk into a store!

“I am finding’s product to be very different from what’s out there, and I am really liking it,” said Christine Russo, Global Vice President of Store Development at Alice and Olivia, who attended the event at Alton Lane.

“Attribution is definitely one of the top five problems facing retailers today,” said Steve Dumas, Retail Segment Solutions Director at IBM.

The ability to recognize customers across all channels is becoming increasingly more crucial, for as Deloitte reports, consumers who use their digital devices while they shop in-store convert at a rate 20% higher than those who do not. Digital interactions influenced 64% of brick-and-mortar sales in 2015, totaling more than $2.2 trillion. is a leading omni-channel, cloud-based attribution and experience platform that helps businesses engage with customers as they move across the growing array of digital platforms and devices. By delivering attribution and and conversion visibility, enabling truly personalized customer experiences, and empowering employees to serve each customer as an individual, is a true partner in driving higher revenue and customer loyalty. Sign up for a free demonstration to see how can revolutionize your business!


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David TriceProblem Solved: A CMO’s Dream