{"id":2409,"date":"2018-07-09T16:11:00","date_gmt":"2023-10-18T16:11:10","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2409"},"modified":"2023-10-18T17:35:43","modified_gmt":"2023-10-18T17:35:43","slug":"3-paths-tripling-profits-customer-engagement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/","title":{"rendered":"3 Paths to Tripling Your Profits Through Customer Engagement"},"content":{"rendered":"\n

Have you ever looked up directions on your map application, only to be presented with several different routes?<\/p>\n

Maybe you\u2019ve tried one already and it looks okay on the screen, but you know it\u2019s full of potholes and construction.<\/p>\n

Nobody has time for that, so what\u2019s next?<\/p>\n

Luckily, when it comes to developing customer experiences<\/a> and conversions, you aren\u2019t trapped on a single path. By using these strategies for improving your customer processes and technology, you can turn every dollar of investment into three dollars of profit.<\/p>\n

In this post I\u2019ll explore three paths to customer service success<\/a> and how everything from building a happy workforce to investing in technology to empowering frontline sales will ultimately drive your business forward.<\/p>\n

Path 1: Put Customers at the Centre of your Business<\/h2>\n

By 2020, most customer buying decisions, especially in B2B, will be based on customer experience. How can we take their expectations to drive greater conversion?<\/p>\n

First, we have to realize that \u201cgood\u201d is no longer the goal. We have to excel and exceed at every possible juncture. Think about all the bells and whistles you can find on a new car. You\u2019ve come to expect certain features as standard, but it\u2019s the little touches that help you perceive a sense of luxury and comfort. Same with your customers. They might expect to drive out with an economy car, but in their minds they want to feel like they just got a luxury SUV.<\/p>\n

So ask WWCE: what would customers expect?<\/p>\n

First, they expect their time to be respected. Second, they want their favourite mode of delivery. Consumers want real-time interactions and they want them on the message channels or apps that work best for them.<\/p>\n

Convenience for the customer delivers greater results for the business. Make sure you embrace asynchronous messaging platforms. Today\u2019s customers won\u2019t pick up the phone for anyone. It\u2019s okay! Let them use their thumbs. That\u2019s what they want and what will bring them back.<\/p>\n

You also want to embrace self-service. Leveraging technology to enable people solve their own problems can be as satisfying as community engagement. As much as you want that community, you can also commit to reaching those people who love to say, \u201cI fixed this and I didn\u2019t have to talk to anyone!\u201d<\/p>\n

It\u2019s all about creating predictable 1:1 engagement. Top companies are 2.4 times more likely to excel at personalizing experiences. Committing to consistency is as important as committing to personalization. In fact, 73% of customers are more likely to switch brands when they encounter irritating inconsistency between the website, mobile apps, and in-store experiences. The \u201cmyth of too busy\u201d is fueled by poorly conceptualized experiences. Customers are never too busy to use a well-designed system with thoughtfully tailored content.<\/p>\n

Finally, you have to measure the things that matter. In all areas\u2014tech, frontline, sales, C-level\u2014you have to analyze the customer engagement by creating more consistent experiences. Personalized history, understanding, and going deep to create relationships: data is nothing without context. <\/p>\n

Path 2: Empower your Frontline Staff to Delight (not disappoint) Customers<\/h2>\n

Sometimes, you just want the car to come to you. At least 90% of people want the full \u201cUber treatment\u201d for home services or technicians: Where are they? When will they arrive? How much longer?<\/p>\n

A lot of companies are beginning to take these steps with on-premise field service solutions, and are starting to bring together what companies can offer and what the customers want. Making frontline employees ambassadors for both the brand as it is and what you want the brand to become is critical to this effort.<\/p>\n

Delight and disappointment begins with this trio: awareness, speed, and relevancy. Awareness of customer information at critical junctures is one of the easiest ways to boost goodwill. If your frontline team can begin a conversation with the customer\u2019s account information, important numbers, and a few personal details to pepper into the conversation, they\u2019re well on their way to a positive interaction.<\/p>\n

Speed, or at least being able to deliver quick resolutions for customer issues, helps just as much as awareness. If you know where the traffic jams are, you can avoid them. But if there\u2019s no alternate route, it\u2019s nice to know how long you can expect to sit.<\/p>\n

You can improve that speed if your frontline stays relevant and on-task: nothing is more annoying than being asked the same question a bunch of times by a bunch of different people. Furniture Bank a Toronto-based not-for-profit, updated their technology and processes for improved awareness, speed, and relevancy and got serious results.<\/p>\n

Sometimes, however, things just don\u2019t go the way you or the customer want. Luckily, there\u2019s plenty of oxygen on the high road, so turn to empathy: you can\u2019t change what\u2019s happened before your interaction, but you can make sure what happens next is a positive experience.<\/p>\n

And of course, your frontline can\u2019t ignore flexibility\u2014customers don\u2019t care about your best practices or policies. They really don\u2019t. If they\u2019re frustrated and already had negative experiences elsewhere, they only want their problem solved. <\/p>\n

Path 3: Leverage Technology to Transform your Customer Experience <\/h2>\n

Great customer experience is about the wizard, not the wand. The teams in marketing, sales, and at the C-level make or break the customer experience. Your company may have all the new goodies, but tech is only as good as the input it receives at the human level.<\/p>\n

In fact, 70% of customers make purchasing decisions based on how they feel they are being treated. So how can we use technology to steer those feelings into sales? Let\u2019s delve into five techniques that you can implement.<\/p>\n

First, take your big data and turn it into information. Data is useless without context. Inferring the customer\u2019s next move from their data is how you map your course. 78% of high-performance marketing machines have access to high-level interactive data versus 55% of lower-performing teams. The best teams can take the best data, convert it into information, and then analyze that information to uncover insight.<\/p>\n

Second step, unify your data. To reveal the insights within the data and information you need a complete picture. Data that\u2019s been siloed throughout the company isn\u2019t useful. It\u2019s like trying to get around in Boston without knowing that it\u2019s Marathon Monday. That information would have been really useful to have yesterday when you were planning, but it\u2019s not doing you much good when you\u2019re trying to park in the city today.<\/p>\n

Shrinking siloes and syncing your CRM with customer service teams unifies the information map for the best possible customer experience.<\/p>\n

Once you have data-assisted insights into customer behaviour and preferences, you can create relevant content that attacks the \u201cmyth of too busy.\u201d Customers are not too busy to absorb messages that truly speak to their priorities. Highly customized content is the way to make your customers feel seen. That flows into community engagement, where those customers will take that content and voluntarily interact on social media not only with you brand, but with other raving fans to create a sense of community and belonging in online spaces.<\/p>\n

Forming those relationships is key to customer satisfaction, but the final piece of the puzzle is a satisfied employee. Busting up internal data silos with one-stop employee information databases and making tech seamless gives you a prepared workforce (with the added bonus of getting a reputation as a great place to work, which is great for employee retention).<\/p>\n

If you want to learn more, including even more business examples and case studies from inspiring Canadian businesses and their approach to customer engagement investment, check out this webinar series with Jay Baer, 3 Paths to Tripling your Profits Through Customer Engagement. In just 9 minutes, you\u2019ll learn how to take your customer engagement dollar and triple your return on investment.<\/p>\n

\"3<\/img><\/a><\/p>\n

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In just 9 minutes, you\u2019ll learn how to take your customer engagement dollar and triple your return on investment.<\/p>\n","protected":false},"author":1,"featured_media":2411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5],"sf_content_type":[],"coauthors":[117],"class_list":["post-2409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-relationships"],"yoast_head":"\n3 Paths to Tripling Your Profits Through Customer Engagement - Salesforce<\/title>\n<meta name=\"description\" content=\"In just 9 minutes, you\u2019ll learn how to take your customer engagement dollar and triple your return on investment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Paths to Tripling Your Profits Through Customer Engagement\" \/>\n<meta property=\"og:description\" content=\"In just 9 minutes, you\u2019ll learn how to take your customer engagement dollar and triple your return on investment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-18T16:11:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-18T17:35:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/customer-engagment-og.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jay Baer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jay Baer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/image\/9f2e022ae03faf354d1fc559e749b4eb\"}],\"headline\":\"3 Paths to Tripling Your Profits Through Customer Engagement\",\"datePublished\":\"2023-10-18T16:11:10+00:00\",\"dateModified\":\"2023-10-18T17:35:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\"},\"wordCount\":1330,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/customer-engagment-og.png\",\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\",\"url\":\"https:\/\/www.salesforce.com\/ca\/blog\/3-paths-tripling-profits-customer-engagement\/\",\"name\":\"3 Paths to Tripling Your Profits Through Customer Engagement - 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