Today’s customers are so connected, mobile and informed that, by 2020, they will manage 85% of their relationships without ever speaking with an actual human. What does this mean for companies? It is now a business requirement to listen to consumers across every touchpoint – from mobile to Web and beyond – to ensure a successful customer engagement strategy.
The challenge is coordinating the customer interactions and information. Not only is there a flood of new customer data arriving each day, but many businesses find their organizational and technological silos stop any progress in its tracks. Silos cause a lack of information flow and an inability to coordinate decision making between different areas of the organization, which negatively impacts the customer’s experience.
Companies must break down their silos to develop effective strategies for unifying their customer communications across the organization. A unified view helps businesses create more relevant, more engaging and more consistent customer experiences across every touchpoint.
Relevant communication can cement an emotional bond for the customer and, in turn, can deliver tremendous business results. How can companies move toward more open communications across the organization? Here are the keys to breaking down barriers and fostering successful customer engagement:
1. Establish a Unified Voice
Learn to speak to customers in a single voice across all channels. Companies must understand customer preferences and their preferred delivery methods, and deliver in those mediums.
A unified voice improves response and the overall customer experience. These improvements can help fuel profitable growth for the business.
2. Track Customer Data Effectively
Sustainable business growth relies on the company being able to understand customers and knowing what it takes to attract them. By leveraging and organizing the right data sources – social information, location, transaction data, and demographics – businesses will be able to understand their customer’s “Moments of Truth.”
By tracking customer profiles to compare and analyze their lifestyles and purchase behaviors, businesses can optimize their marketing strategies and increase sales. That’s good news for every area of the organization while delivering a personalized experienced to keep customers engaged.
3. Customer Preferences
Siloed communications lead to customer churn. People expect a business to know their preference, especially if they have opted in and taken the time to spell out the correct method and content for communication. Imagine such a customer receiving communication from your business that he or she is not interested in. Picture the frustration as they elect to not receive this again, and opt to stop following your company or product entirely.
Companies must remove internal information barriers to understand customer preferences – from their preferred delivery methods to their interests – and learn to deliver in that medium and with that message. If you can learn how customers prefer to engage with you and leverage those interactions, you can help keep a customer for life.
4. Break It to Build It
There is nothing more powerful than an organization where every employee is on the same page. By uniting efforts and goals across the organization, businesses can build a stronger customer engagement strategy and, most importantly, keep all their customers happy and coming back for more.