About Anastasia
Anastasia Kuzmenko is a seasoned marketing expert with over 14 years of diverse industry experience, including satellite communications, oil and gas, and aviation. She is frequently invited as a keynote speaker to prominent industry events and featured as a thought leader in various international business publications.
Anastasia Kuzmenko impressive educational background includes an Executive MBA with distinction from Hult International Business School and a Bachelor’s degree with honours in International Relations from a top-rated university in Ukraine.
Tell us more about your company.
IEC Telecom Group stands as a prominent international satellite service operator with an impressive three-decade legacy in the fields of telecommunications and network engineering.
Our expertise extends to facilitating digitalisation within the maritime industry and remote land-based locations where GSM coverage remains unavailable. Moreover, within urban network settings, we furnish robust satellite back-up solutions, ensuring seamless business continuity for our valued customers.
With offices across nine countries, we deliver our services across the globe.
What were your key achievements at IEC Telecom?
Six years ago, IEC Telecom had a diversified marketing communications system wherein each office independently formulated its strategic approach. Undertaking my role, I embarked upon the mission of centralising communications and cultivating a robust, internationally acclaimed brand with a harmonised positioning strategy.
Subsequently, the marketing framework of IEC Telecom has undergone a myriad of transformations, encompassing rebranding efforts, global PR campaigns, the cultivation of thought leadership through prominent conference participation, and the expansion of our digital footprint.
As a result, IEC Telecom has garnered international acclaim within the satellite industry, and we take pride in our accolades from Thuraya Telecommunications, a prominent global satellite communications operator, honouring us with the “Best Marketing Campaign” awards in the years 2022, 2021, and 2018.
How do you manage to deliver relevant marketing narratives for each of your target groups?
Our customer base spans across many markets, and each use case differs.
For example, for super-yacht owners, high-speed satcom means an opportunity to stream movies or conduct business on board as in the remote office. For humanitarian organisations, satellite telecommunications are about fast response and increased operational efficiency.
To deliver relevant narratives, it is essential to understand your target audience and be able to present the service in a way that answers their specific demands. Our marketing communications, therefore, are meticulously grounded on market research and customer insights to appear pertinent to each market that we service.
You have recently co-chaired a Digital CX Show in Riyadh. What is the synergy between marketing communications and digital CX?
Marketing and Customer Experience (CX) are two faces of the same coin. CX governs the operational and tactical dimensions of customer interaction, while marketing ensures the right messaging and correct brand exposure at all steps of the way.
Merely investing in the automation of customer support proves insufficient. It requires content to run. Similarly, what purpose does creativity serve if it isn’t accompanied by an efficient mechanism for engagement?
In my view, the functions of marketing and CX are intertwined, operating in tandem to achieve a harmonious synergy.
What are the current trends in digital CX and what shall we expect in the near future?
The growing digital experience market, valued at USD 11.17 billion in 2022, is expected to surpass USD 27 billion by 2030. While new technology propels growth, it is essential to leverage user insights to future-proof your marketing strategy. Here are a few key trends to consider:
SELF-SERVICE & TRANSPARENCY
69% of customers are willing to interact with a chatbot for simple inquiries. Generative AI is fuelling these dynamics as many companies are now experimenting with integrating this new technology into their customer support applications.
Self-service is not limited to chatbots, though. It is also about providing customers with sufficient resources to make informed decisions. Hence, invest in knowledge bases, case studies, and insight articles to boost your conversions.
PERSONALISATION & PREDICTIVE ANALYTICS
Personalisation and hyper-personalisation will maintain their momentum, driven by the fact that a substantial 91% of consumers exhibit a greater inclination to engage with brands that recognise them.
In the contemporary landscape of customer retention, addressing immediate requirements no longer suffices. It has become imperative to anticipate future needs. CX offers a wealth of data that can be leveraged to enhance digital algorithms and future-proof marketing strategies.
OMNI-CHANNEL MANAGEMENT
End-users navigate various touchpoints, such as initiating their interaction with a chatbot, seeking further assistance from an online agent, and completing their purchase through telephone transactions.
Brands that excel in orchestrating this seamless transition stand to acquire a competitive advantage. Recent studies suggest that robust omni-channel strategies have the potential to retain up to 89% of their customer base.
What guidance would you offer to aspiring marketers?
Success can’t be crafted with the same tools twice. Never stop learning, and never be afraid to experiment.
