- \n
- in-person communication<\/span> <\/li>\n\n\n\n
- mobile channels<\/span> <\/li>\n\n\n\n
- broadcast media<\/span> <\/li>\n\n\n\n
- written communication<\/span> <\/li>\n\n\n\n
- digital or electronic communication<\/span> <\/li>\n<\/ul>\n\n\n\n
There are many different communication channels you can utilise in your customer engagement strategy. For instance, you can advertise a new product release on the radio (broadcast media). The potential customer hears your ad and uses his\/her phone to search for your brand (digital or electronic communication). The customer finds your website\u2019s product page and makes a purchase; now you\u2019ve made a sale. To clarify, this is a very basic example.<\/p>\n\n\n\n
As more digital communication channels pop up (social media, mobile apps, etc) the buyer journey becomes increasingly more complex. Consumers expect to be engaged across a wide range of touchpoints.<\/p>\n\n\n\n
It\u2019s time to get your customers engaged<\/b><\/h2>\n\n\n\n
The ongoing Retail Renaissance has ushered in a parallel revolution in how brands connect with their customers. In this new climate, customer engagement is being transformed. It\u2019s time to focus on the long-term; building relationships over time, across a range of touch points. <\/p>\n\n\n\n
Companies are being challenged not only to refine the experiences they provide but also to re-imagine customer engagement from the ground up. And customers agree, with 54% believing that companies need to transform how they engage consumers. So how can companies rise to the challenge of providing connected, cross-channel customer experiences? What are the best ways to meet or exceed rising customer expectations?<\/p>\n\n\n\n
Key in on the consumer paradigm<\/b><\/h2>\n\n\n\n
When looking at the third edition of the State of the Connected Customer report<\/a>, one thing is strikingly clear: customers expect more from a company than just a product or service. And their opinion of a company is heavily influenced by the quality and breadth of that company\u2019s engagement.<\/p>\n\n\n\n
Customers want businesses to anticipate their personal needs, and then deliver immediate solutions across a variety of channels and\/or touch points. The Amazon experience<\/a> reveals insights into the power of targeted recommendations, one-click ordering, 24\/7 customer service, real-time tracking, and one-day delivery. This type of engagement has redefined customer expectations, especially when it comes to convenience and speed. In fact, 59% of customers state that they\u2019ll shift their business to Amazon if another company isn\u2019t able to match their shipping costs and delivery times.<\/p>\n\n\n\n
With such a high bar, companies can\u2019t afford to be passive when it comes to building engagement. Getting a 360-degree view of your customers and providing cross-channel experiences is an expected standard. Whether it\u2019s online, on the phone, via an app, or through a voice assistant, customers want to be able to connect with a business anytime, anywhere.<\/p>\n\n\n\n
The three pillars of successful customer engagement<\/b><\/h2>\n\n\n\n
As reported by 8,000 consumers worldwide, we narrowed down and identified the three main pillars of successful customer engagement:<\/p>\n\n\n\n
1. Personalisation<\/b><\/h3>\n\n\n\n
Customers expect tailored engagement based on past interactions.<\/p>\n\n\n\n
2. Timeliness<\/b><\/h3>\n\n\n\n
Modern customer engagement happens in real time.<\/p>\n\n\n\n
3. Connectivity<\/b><\/h3>\n\n\n\n
Connected devices and channels power customer engagement.<\/p>\n\n\n\n
It\u2019s clear that not only are the three pillars of successful customer engagement more important than ever, but a company\u2019s values and ethics also have an impact on buying decisions. Trust is an important component of every B2C and B2B relationship. But the collection of data to improve customer engagement may not bode well for everyone. Businesses need to carefully consider their security efforts, as well as how to best use that personal data to deliver a tailored customer journey while still maintaining trust and loyalty.<\/p>\n\n\n\n
Additionally, customers are increasingly expecting their experience to be augmented and improved by technologies and state-of-the-art innovations like the Internet of Things<\/a>, AI, and voice assistants. Some companies are even dabbling in Augmented Reality. When businesses don\u2019t go the extra mile, they can get left in the dust.<\/p>\n\n\n\n
The stakes have never been higher when it comes to customer engagement, and having a proactive and forward-thinking digital transformation strategy is a blueprint for success. To learn more about measuring and improving customer engagement, download The State of the Connected Customer: Third Edition<\/a> today!<\/p>\n\n\n\n
- mobile channels<\/span> <\/li>\n\n\n\n
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