Why Customers ‘Ghost’ Your Brand | SAP Spotlight on ANZ Tech | Episode 8

Why do customers stop engaging even when nothing is wrong? Usually, it is because they have lost the reason to click. In this episode of SAP Spotlight on ANZ Tech, Jess asks what drives customer silence, and the answer is refreshingly direct: too many brands send low-effort messages that do not add value. If a customer just bought shampoo, a “buy more shampoo” email a week later is not personalization. It is noise. Over time, that creates a click gap, where customers still purchase occasionally but stop opening emails, responding to texts, or engaging with the brand. Our customer experience experts, Scott and Scott, unpack what better engagement looks like. First, make post-purchase outreach useful, timely, and relevant. Offer something that complements what the customer already bought, like conditioner or a refill reminder based on realistic usage. Second, broaden engagement beyond direct offers. Brands can build stronger relationships by connecting through community, shared values, ambassadors, and a clear vision that customers want to be part of. The key is treating engagement as a two-way street. Test different content angles, learn what resonates, and use that feedback loop to earn attention rather than assume it. When brands give customers a genuine reason to click, engagement becomes a habit, not a chore. 👉 Download our AI in Retail Report to personalize retail experiences with trust built in: https://emarsys.com/learn/white-papers/ai-in-retail-report-in-australia/?utm_source=emarsys&utm_medium=video&utm_term=sap-cx-spotlight-" Follow us on social: LinkedIn: https://www.linkedin.com/company/sap/ Instagram: https://www.instagram.com/sap Facebook: https://www.facebook.com/SAP/ Threads: https://www.threads.com/@sap About SAP: As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://www.sap.com/index.html #CustomerExperience #RetailMarketing #SAP