Tuesday, June 8, 2010

A New Model for Customer Engagement

I recently collaborated on a white paper about effective customer engagement and what it takes from an operational and technological perspective to achieve it. So, over my next few posts, I'll share bits of that paper, including the key steps to take in order to enable multichannel customer engagement in today's ever-changing customer landscape.

First, an overview:

In today’s competitive business climate, customers expect more than ever from the companies with which they do business. Customers are tech savvy and want to engage with companies when, where and how they prefer, and they want that engagement to be meaningful, consistent and efficient. What’s more, as new communication channels continue to emerge at a staggering rate, effectively engaging customers has become even more complex. Companies that are willing and able to embrace a new way of engaging their customers will be better positioned for acquiring and retaining customers and building loyalty.

This series of posts will discuss the six steps to effective customer engagement, including embracing a true multichannel strategy, having smarter conversations, delivering seamless experiences for delighted customers, enabling business collaboration, leveraging affiliates, partners and bundled offerings, and measuring customer retention, loyalty and revenue potential through real-time business analytics.

Additionally, I will take a closer look at ‘relationship architecture’ – the technology foundation that streamlines and helps manage all aspects of customer-facing business initiatives. Establishing a relationship architecture will provide lasting benefits to the company, partners and the customer, ultimately leading to success for the business.

Only those companies willing to embrace today’s ‘rules of engagement’ will emerge as leaders over the next decade. Acquiring and retaining customers and building loyalty calls for ‘A New Model for Customer Engagement’.

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