Changes in Customer Engagement | Podcast on Changes in Customer Engagement |
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Customer Engagement

Businesses exist because there is someone out there who believes in them and buys their promises. As technology transforms, it is bound to impact the way a business communicates and engages with the outside world. It was not too long ago that many businesses did not have a website. They relied on yellow pages and word of mouth. Many of them did not have a phone and email for the prospective customers and existing customers to interact with. Currently, a website, social media pages, emails and phones are not enough!


Quick conversation and decision

Customers do not have the time to read descriptive reviews and peruse emails. They need personalized attention and response. Service-providers who ask for a turn-around of 24 hours or a week are looked down upon. Until recently, customers accepted a complaint number over the helpline and waited through the promised turn-around time. Now the customer expects to the company to respond to them as soon as he or she waves at them. Companies have to not only recognise them but extend a warm welcome, anticipate their intention and offer solutions instantaneously. They do not want to talk to helpdesk executives to just register their problems. Quick action is essential. Companies have to innovate!


Single window servicing needed

Customers are reaching service-providers on their Facebook, LinkedIn, Twitter, Instagram and so on. They might write emails, call on the phone, enquire with a dealer, discuss with their contacts about the service-provider. The service provider may be a school, Hospital, local government body, broadband provider, Car Company or a staffing service provider.

Any of these needs to provide one single window to the outside world for all interactions. Customers should get the information required, clarify their doubts and get their problems addressed without the need of follow-ups. Organizations have to be listening across a range of media, connecting the dots seamlessly and responding fast. Customer convenience has to be the passion!

Technology has been evolving. Customer experience cloud solutions are available from a variety of providers. These help companies establish a plethora of communication channels, communicate and interact with them in a focused manner. These new solutions will help avoid the potential inefficiency caused by a human  juggling across multiple channels.


Leadership intent

There are hundreds of companies in any industry sector. However, the companies who produce significantly better results have leaders who are committed and passionate about superior customer experience. They drive the customer agenda hard within the organization. While recruiting talent for themselves, they look for people who have a customer mind-set. They focus on customers and hence, the internal dialogue in the company prioritises customer needs over the others. The action plans and programmes within the company has a significant component around attracting and retaining a customer. They look at customer life cycle and evolve methods of winning a large share of customers’ wallets.

Customer focus results in sustainable practices around product development, customer engagement and operational efficiency; hence, growth in revenues.


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