Return on Behavior Magazine
Home for marketing and customer service professionals



Marketing

September 9th, 2010

Building lasting and profitable customer dynamic engagements

The Internet is changing the way businesses engage with their customers. No longer is the front desk or the telephone the only means of interacting with customers.

Today, the Web has become an important, and transformational platform, upon which customer engagements define the success or failure of a business.

Media like Web chat, video, self-service, the back office, SMS text messaging, and many other communication channels are alternative the dynamics of customer engagements. In this period of intense competition and fleeting customer loyalty, the ownership of the relationship is now with the customer. The business is no longer in control of its customer relationships. What’s worst, the Web has made examples of other businesses that suffer financial loses as a result of dissatisfied and disengaged customers.

How do you take back control of the customer relationship? How do you win back, and keep, customer loyalty? The first step is recognizing that the measures of success have changed. While cost reduction was the top goal of 2009, customer retention and revenue generation have become equally important. A key to success in 2010 and beyond is ensuring your business has a holistic view of the customer.

Successful companies are using Dynamic Customer Engagement to win back their customers. Dynamic Customer Engagement is about strengthening customer relationships and optimizing business outcomes by proactively engaging customers with the ideal customer service through whatever channel the customer favors.

The secret to achieving a Dynamic Customer Engagement is deep understanding of the five customer-engagement ingredients: Interaction, Resources, Infrastructure, Processes and Performance.

  1. Interactions: Every interaction with a company creates a lasting impression on the customer. Social media is providing an empowering platform for customers to very publicly discuss a company’s product and brand — for better or worse.
  2. Resources: A company’s brand connects with customers through a plethora of resources including agents, outsourcers, knowledge workers, at-home agents, back-office, and automated systems. Optimize your resources to achieve business goals.
  3. Infrastructure: Legacy infrastructure and disparate hardware and application systems must be integrated to create a powerful customer engagement machine. Only when integrated can these resources empower every employee responsible for customer service, sales, and support.
  4. Processes: Every customer interaction incorporates an underlying customer process. Unfortunately, many BackOffice systems lack the visibility into resource availability and business priority to meet service level requirements. The challenge is how to ensure that the back office achieves similar efficiencies as its front-office/contact center counterparts.
  5. Performance: Since customer engagement is driving growth objectives, senior executives and business managers are scrutinizing customer service operations. Key Performance Indicators (KPIs) and reports don’t provide the visibility into how the customer experience and engagement impact business outcomes. Performance Management and analytics will increasingly play an important role in helping business executives gauge customer engagement effectiveness and guide the decision-making process.

A few best practices are emerging that can help you achieve lasting customer relationships:

  • An enterprise needs to deliver ease of contact and short wait times, through any channel the customer prefers.
  • Humans or self-service tools need to have fingertip access to all necessary information and be consistent across all channels
  • Companies or Web sites need to recognize and remember the customer and use existing information about them appropriately.
  • A company must proactively reach out to customers — whether by phone, text message, or other channel — to inform them about relevant products and services (while still respecting the need for permission and being mindful of customer preferences).

Best-in-class companies are implementing the key Dynamic Customer Engagement ingredients with the aim of ensuring a holistic view of customers across all critical points of contact, and harmonizing customer care goals with business goals.

Dynamic Customer Engagement strengthens customer relationships and optimizes business outcomes by proactively engaging customers with the ideal customer service experience through any channel.

The advantage of employing this strategy is clear: those companies that rise to the challenge of revamping their approach to customer engagement will be the winners in today’s competitive marketplace.

Download the free Dummies Guide to Dynamic Customer Engagement. The free book reveals:

  • Eleven steps that put the customer at the center of every action you take
  • What characterizes a “best friend” customer relationship—and how it can drive long-term growth
  • Four critical concepts that strengthen relationships and maximize customer lifetime value

About the Author

Allan Tan

As content director for Enterprise Innovation.net, Allan is responsible for the design, creation, on-going development, content and expansion for the portal. In addition, he contributes content to sister publications Enterprise Innovation and Enterprise Networks Asia. He also provides strategy and guidance in how the Web can be used to drive interaction with various parties in the IT delivery ecosystem.

Allan has more than 20 years experience in IT. Most recently he was Marketing Director for Asia at Hitachi Data Systems. For a brief period of 18 months, he was also country manager for HDS Philippines establishing channel partners and helping secure named accounts. Prior to HDS, he was an Account Director at Euan Barty Associates (renamed to EBAcomms), managing the public relations needs of clients from various industries including semiconductor, software, data storage and consumer electronics.  Earlier, he served as a Senior Industry Analyst at Gartner Group responsible for starting the IT services research in the Asia Pacific region. Other roles prior to joining Gartner included sales and marketing roles at Encore Computers and First International Computers. He started his career in Hong Kong as a network specialist and eventually moved into the internal IT role as MIS manager for Tech Pacific (now called Ingram Micro).

A frequent speaker at events on storage, CRM and call center events, he also blogs on a wide range of topics.

 


  •  
  •  




 
 

 
where measurement begins

Where Measurement Begins

Proof that you are changing customer behavior has to start somewhere. How do you measure a relationship? It sounds awfully complicated to quantify. But you don’t have to measure everything at once. If you choose your measurin...
by David Slavick
2

 
 
unified

Analyst Research Highlights Need To Provide A Unified Customer Experience

We look at the findings from the recent research commissioned from IDC looking at how retailers can improve their sales and customer retention through improved multichannel planning and customer service cites the fact that sto...
by Ariel Lüdi
0

 
 
Why Regular Communication helps Customer Retention

Why Regular Communication helps Customer Retention

Your ‘herd’ feel you’re interested in them It enhances the sense of value in what you offer It increases their awareness of  ‘you’ as the person they have a relationship with Even your laziest customers are kept info...
by Joe Pélissier
0

 

 
road to cm experience

The Road to Customer Loyalty

Customer satisfaction has long been the predominant measure of a company’s success. While it’s important to satisfy the customers your business serves, perhaps the most important measure of success for businesses—large a...
by Peggy Carlaw
0

 
Advertisement
 

Improving Customer Service

Many business owners place so much effort on creating a quality product and gaining new customers, they often do not think about the need to retain customers after they purchase the product or service. Quality customer support ...
by Tyme White
0

 

 

Gambling on Loyalty and Winning

Author Eric McNulty takes a look into the gambling industry to see how they leveraged the use of loyalty to turn a second tier company into a world class brand within the industry. As part of our exploration of loyalty programs...
by Eric McNulty
0

 
 
behavior impacting

How is your behaviour impacting customer loyalty?

As business owners we’re constantly looking for ways to engage our customers in a meaningful way that keeps them loyal, and ensures they buy more from us, more frequently. The process of measurement and rewarding might be don...
by Joel Norton
0

 

 
50 facts

50 Facts about Customer Experience

Following from the success of our past article “23 facts about customer loyalty and customer satisfaction” we have compiled a list of 50 facts that you should know about customer experience to help you follow the t...
by James Digby
57

 
 

Loyalty without Bribery

Author Glenn Harrington of Articulate explains to Return on Behavior Magazine how to develop loyalty schemes and work with the information without having to bribe customers for their business. Phrases such as points program, ...
by Glenn Harrington
2

 
 

Seven Secrets of Driving Customer Loyalty

In these rough and recessionary times it’s important to escape commodity pricing wars as well as find ways to strengthen the marketing backbone of your company. The most reliable and affordable way to achieve both these goals...
by Micah Solomon
0

 




0 Comments


Be the first to comment!


Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Anti-Spam Quiz: