 |
|
|
|
Engaging Customers
|
'Engagement' can be defined as building customer relationships that increase customer commitment to a company or brand. Engagement motivates customer participation by connecting with the customer in a way that drives purchase decisions and loyalty.
Many companies today face a two-fold dilemma. In many product and service categories, competition based on both price and quality is increasing. Customers, faced with so many good choices, are making decisions based on a variety of complex factors. Even in business-to-business sales a similar dynamic is evident, as loyalty and relationships play less and less of a role in many contracts.
In this environment, the enterprise interested in winning, retaining and deepening customer relationships can no longer do so simply by creating a better product or even by holding down costs. For many companies, both strategies are essential simply to stay in the game.
As more customers use the self-service solution as their primary channel for service, the fewer customer care calls, the lower the print costs, the more efficient the payment management, and the higher the customer satisfaction. Increasing User adoption is driven primarily by one single factor - superior and relevant user interface.
Increasingly, executives are finding that the winning proposition is no longer the product or the price, but the level of engagement - the degree to which a company succeeds in creating an intimate long-term relationship with the customer.
Although the term 'engagement' is sometimes used to describe customer marketing, loyalty, satisfaction and retention practices, companies are now realizing that engagement also is a more strategic way of looking at customer relationship. In this emerging approach, engagement refers to the creation of a deeper, more meaningful connection between the company and the customer, and one that endures over time. Engagement is also seen as a way to create customer interaction and participation.
|
|
|
