New Rules and Strategies for Customer Engagement
Over the past few years, there has been a paradigm shift in the way businesses engage with their customers. The consumers today don’t expect but demand personalization and flexibility. Moreover, today’s tech-savvy consumers trust a business that provides knowledge, awareness, and assistance to them in addition to quality products and services at reasonable pricing.
Thanks to industry giants such as Airbnb and Uber, consumers have different expectations today about how they want businesses to interact with them. Consumers now have become accustomed to seamless and contextual communications. Whether they are ordering a pizza or a taxi or looking for an order status update, they just don’t want to settle for anything less. The rules of engagement have changed and rightly so.
Organizations are now starting to take note, and as much, the old-age contact centers have become redundant. They have been efficiently replaced by cloud-based customer care centers that enable success-driven organizations to provide quality, relevant, engaging, and personalized communications. Not only this, these centers for customer excellence also helps organizations stay future-proof for the emergence of new technologies, user preferences, and channels.
Let us read about what really sets leading companies apart when it comes to customer engagement.
Customer Engagement Rules And Strategies
1. Create Content Rich Experiences
Consumer demand for interactive, value-adding, and engaging experiences is at an all-time high. For instance, providing consumers with knowledge and awareness collateral such as how-to video tutorials, seamless experience across all platforms, intuitive checkout processes, and top-notch pre-sales and post-sales support will elevate the engagement strategy of a profit-driven organization.
Today, consumers are looking for immediate and reliable knowledge and feedback for their desired products and services just as much as marketers are looking for information about the interests and preferences of their target audience. In short, Personalization has emerged as the most critical aspect of business prosperity that goes beyond product recommendations.
In 2019 and beyond, marketers will have to step out of their comfort zones by shunning the mundane marketing strategies to increase profitability. After all, marketers that go complacent by riding high on their past laurels wouldn’t be able to survive for long. However, they can win every battle against all odds by capitalizing on emerging tools and technologies along with experimenting with customer engagement.
2. Improved Omnichannel Engagement
An omnichannel strategy is the best thing that an organization must emphasize on, especially in today’s cutthroat business environment, to stay relevant and profitable. With the rise of multi-device and multi-channel interactions, it has become important than ever for providing consistent and continuous experiences to consumers who switch between digital channels in the blink of an eye.
The primary goal is to ensure every interaction with the consumer is personalized, optimized, and above all, delightful across all channels. In other words, the ideal way out will be all about directing consumers toward a destination by making the use of insightful analytics and making each interaction productive, quick, and painless for the consumer. It will also be about providing every possible opportunity for each member of the organization’s target audience when, how, and where they want.
3. Proactive Support
As new channels emerge, consumers expect that proactive information will be provided by the servicing brand across all channels of communication, eliminating the requirement for them to extend their reach to contact the brand and initiate a conversation. For this, organizations are making the use of customer context, device information, predictive intelligence, frameworks, and machine learning to create and manage communications.
In the bygone days, organization-consumer interactions often used to happen in closed-off, siloed settings. Consumers were either writing emails or making phone calls. Today, the world is “always-on”, thanks to the mobile and other technologies. The tech-savvy consumers (especially millennials) of today are using smart applications to buy a product online. In other words, organizations that are reluctant or delay being progressive to engage their customers on-the-go are missing wonderful opportunities to sell products and services or essentially neglecting them.
4. Unified Customer Experience
Every year, new channels hit the market and some of them go on to become the talk of the town for a while. However, the systems of all organizations may not be able to cope with a massive integration of communications across all these different channels. Obviously, this may result in the development of silos between sales, support, and market and this will lead to operational inefficiencies.
There is no denying the fact that organizations today are working dedicatedly towards structuring their existing systems to gain a single view of the consumer but some of them tend to miss the all-important point: how to keep providing a single view of the brand to the consumer. After all, consumer engagement is an ongoing dialogue and not just a series of one-off experiences.
Therefore, organizations must foster trust before proceeding to form mutually-beneficial and long-lasting business relationships through honest, open interactions over time. These interactions must emphasize on creating positive outcomes (such as answering questions, hearing ideas, solving problems, and more) and experiences for the consumers.
An ideal consumer engagement strategy should feel more like a well-developed association based on mutual respect and interdependent needs and less like a sales and marketing campaign, tool, or contest. Remember, the feedback received by your organization from consumers is not just important for you but also for the consumers.
If your business has the potential as well as the professionalism to listen carefully to what the consumers are saying and you go to the extent of improving their experiences and the product, everybody wins! Consumers get what they want and need and you get more loyal customers, sales, and eventually profits.
Ajay Dubedi is an experienced & Certified Salesforce Consultant who has assisted many Fortune 500 and other companies with their CRM requirements. Ajay has worked with clients to help them improve their technology and strategy for creating delightful and frictionless customer experiences. He is the Founder and CEO of Cloud Analogy that is globally acclaimed for creating innovative applications and solutions that improve business processes and increase revenue.