Author : Sushovan Saha
Associate Director - Global Marketing, Espire Infolabs | Sitecore MVP 2021

Sushovan is a Sitecore MVP and a seasoned Marketing professional, with over 11 years of extensive experience in the IT, SaaS, and digital communications industry. At present, he is spearheading multiple marketing initiatives for Espire Infolabs - to drive brand value, increase engagements & realise revenue goals & with the single thought of redefining CX for businesses.

5 Pillars of Contextual Communications to drive Impressive CX & greater Customer Engagement

Communicating and engaging with the customers has rarely been an easy nut to crack. In recent times and especially during the pandemic, the phrase 'content is king' has caught on like wildfire in the world of marketing but in retrospect, content without context has no value for customers. The primary goal for guaranteeing the success of any marketing initiative is to deliver contextual communications to customers for greater engagement and higher customer value.


In simple words, Contextual Communications means that the right message is delivered to the right audience at the right time, using the right channel. The essence behind creating relevant and contextual customer engagements is understanding the customer needs and delivering personalized communications. Context in communication has dramatic potential to not just attract customers but delight them with impressive customer experiences.

Creating content that hits the right cord with customers goes a long way and helps in cultivating meaningful customer relationships. With customer experience becoming a competitive differentiator, contextual communication takes the center stage. Personalized, relevant, targeted and contextual delivery of content has become the backbone of every customer experience strategy.


Let’s delve into the basic pillars of contextual communication that will keep your customers engaged and drive impressive customer experiences are:
a) Content that strikes the right tone; b) Content that customers want; c) Content that becomes word of mouth; d) Content Delivery at the right moment and (e) Content delivered with the right channel and device

Sitecore upgrade why how and why now blog banner


1. Content That Strikes the Right Tone

Contextual communication always strikes the right tone with customers as its creative ingenuity brings together the geographical and cultural nuances that are related to the customer. The advantage of such communication is the relevancy of the content with the customer's emotions, socio-economic background, values, and cultural ethos.

2. Content That Customers Want

Contextual communication holds a critical position in defining a brand's content strategy because customers do not engage with the content delivered to them, if it does not interest them, or is irrelevant to their needs. For delighting customers with engaging content, businesses must capture and analyze customer demands by utilizing transformational technologies like artificial intelligence, data analytics and machine learning.

3. Content Delivery at the Right Moment

Delivering the right content at the right time can be achieved with the help of the right analytics, a thorough study of behavioral patterns and consumer preferences. Brands must focus on targeting their content at the right time to increase the rate of engagement and ultimately increase conversions.

4. Content that Becomes Word of Mouth

Contextual communication not only ensures that you deliver relevant content to your customers but also delight them with your innovative and creative content delivery. Content that hits the right emotional cord often gets shared on social media, giving you more reach and maximizing your audience. When customers share your communication collateral within their network, your content becomes word of mouth.

5. Content Delivered Through the Right Channel and the Right Device

In an age of omnichannel, cross-channel and cross-device delivery of content, brands should be proactive to ensure that the content shared across channels is consistent with their brand tonality and ethos.

With contextual customer experiences, business leaders are now putting customer centricity into action with personalized content delivered across platforms and devices for higher engagement, loyalty and retention. These digital practices with impressive contextual customer experiences allow brands to both retain and acquire customers while maximizing their profit margins.

Successful businesses are the ones that deliver relevant, contextual and real-time personalized experiences. Does your CX and digital transformation efforts lead to meaningful, personalized and contextual content for your customers and prospects? Partner with us today, and derive real business impact from our futuristic Digital Experience Management solutions. Reach out to us at for any query and do not forget to subscribe to our blog for industry trends around digital transformation and customer experience.


Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.

Designed a DXP Platform to Enhance CX for a UK-based Integrated Marketing & Communications Company

A leading UK-based integrated marketing & communications company which assists businesses in brand deployment, digital transformation, marketing communications and driving customer experience across all digital channels, One of the primary challenge sighted by the client was an absence of an Intranet Portal, which would act as a scalable DXP solution to onboard as many clients as needed

End-to-end Digital Content Management for enhancing customer experience and enabling intuitive purchases

Espire implemented a central CMS for all regions for efficient content management, Error-free Digital Content Management on 33 country - specific websites, Designed an interactive-feature with impactful UX to enable customers to easily find, select and buy the required products from any device, anywhere

Supporting & Building Digital Solutions for Improving Customer Experience

Espire upgraded their existing corporate website to Sitecore version 9.1 for streamlining navigation issues, upgraded their E-commerce platform for delivering personalized customer experiences, deployed Sitecore technical enhancements to improve development process like refactoring, Unicorn, Glass mapper and T4templates, Search etc

Improved CX & Student Engagement for a Leading Australian University

A leading Public University with seven campuses across Australia.This Australian University is ranked in the top two percent of universities worldwide by the Times Higher Education World University Rankings 2020 & is the number one Catholic university in the Asia-Pacific region.

Insurance claims management system top 5 ways to maximize business growth

Insurance companies have been struggling with disparate systems and outdated claims processes for decades. Leveraging claims management software can help brands in the insurance industry automate manual processes and optimize workflows, while improving staff efficiency and reducing operational costs

Top 5 reasons how sitecore experience edge enhances content delivery and digital experiences

Sitecore Experience Edge is a revolutionary SaaS-based platform with headless content delivery capability, which will help brands drive engaging digital experiences and maximize revenue growth. Aimed at improving content delivery across touchpoints, Sitecore Experience Edge does not add any architectural complexity, maximizing both marketing and IT efficiencies

Mitigating the problem of unallocated cash in insurance industry with digital transformation

Businesses in the insurance sector need to deploy agile technology solutions to reinvent complex operational processes and adopt an aggressive strategy for the efficient management of unallocated cash, to strengthen their credit position and build lasting customer relationships

How sitecore dxp platform can help banking and financial sector to drive future ready digital

As more and more brands in the banking and financial sector are adopting a ‘phygital’ operating model, it has become imperative for them to get a 360-degree view of their customer behavior across touchpoints to drive contextual communications catering to their dynamic needs. In this blog, we discuss how the Sitecore DXP Platform is helping brands in the BFSI sector drive personalized digital experiences across touchpoints to bolster growth.

Composable dxp your 5point guide to build future ready digital experiences

The need for driving connected customer experiences has compelled brands to adopt digital experience platforms (DXP), for end-to-end management and delivery of contextual communications to the customers. Composable DXP allows brands to accelerate their digital transformation initiatives by building capabilities that are best suited to their digital needs, providing them the agility to experiment and deliver total digital experience - at scale.

Subscribe To Our Blog

By clicking on "SUBSCRIBE NOW" you acknowledge having read our Privacy Notice.