CRM Customer Engagement – Why Customer Engagement Should Be Every Business’s Top Priority in 2020 & Beyond
Sales & Marketing now more than ever need to provide real-time, personalised experiences that reach customers just as they need them. Businesses need to provide an unbroken and highly relevant conversation across channels, responding to and even anticipating customers’ ever- evolving needs. In today’s terms, this is known as “customer engagement,” and it can take many forms. It’s the promotion that pops up when a customer passes a store selling a product he’s likely to want at that particular time. It’s the mobile alert on exactly when an order will be delivered. In other words, it’s about providing customer engagements that are relevant, convenient, responsive and reliable.
Everyone’s talking about customer engagement – but why is it so important, and what does it really mean? How does customer engagement look in action, when you’re a business trying to connect with your customers today?
We already know a lot about the customer journey – how it’s made up of numerous touch points, from search to purchase to post-purchase support. And we know that providing a good customer experience at each of those touch points is critical to building and maintaining a solid reputation for your brand. But customer engagement is often overlooked, even though it’s critical to nudging customers along their journey.
Customer Engagement Impacts Profitability: – Customer engagement is about inspiring your customers to interact with your brand and willingly take part in the experiences you’re creating for them. If you do it right, you’ll grow your brand and build customer loyalty – and, in turn, drive revenue.
In fact, there’s a direct and proven correlation between the level of customer engagement and business profitability.
A study by Constellation Research reported that companies who improve engagement can increase cross-sell revenue by 22 percent, up-sell revenue by 38 percent and order size by 5 to 85 percent.
Despite the immense financial impact engaging with customers can have, some companies are still not doing it!.
Investing In Customer Experience Is a Huge Lever for Revenue: – The power of engaging and connecting with customers isn’t limited to the B2C world. Quote According to Econsultancy’s Annual Digital Trends report, B2B companies identify customer experience – the product of meaningful customer engagement – as the single most exciting opportunity for 2020 & beyond.
A meaningful customer engagement is the best way to stir up the positive emotions that keep customers coming back.
Take a Walk In Your Customer’s Shoes: – So how do you connect with customers on an emotional level and improve customer engagement?
Here are a few starting points:
- Analyse the customer journey.How else can you know what the customer’s experience with your brand or locations is like? Take their journey and take note of and sticking points or frustrating interactions. Are the emails you’re sending helpful and informative, or intrusive and self-serving? Are your locations easy to get to and welcoming? Is your staff friendly and professional? Do you follow up after customer interactions and respond to reviews? Every one of these customer touchpoints presents an opportunity for engaging with your customers in a mutually beneficial way. Make sure you’re doing that, and if you’re not, it’s time to start.
- Listen to what customers say about you.Today’s customers are vocal, and it’s easy to find feedback across Online Forums and Social Media.
- Deliver seamless cross-channel customer experiences.If you analyse the customer journey properly, you’ll find brand interactions occur across many channels – search results, emails, websites, physical locations and even text. Make sure to deliver a consistent and pleasant experience every time you engage with your customer, regardless of channel. One bad or confusing interaction can ruin the opportunity to engage effectively and could even begin to break down the trust and loyalty you’ve invested in building.
Forbes: ‘Customer Engagement’ drives growth:
As Forbes notes, today’s customer engagement is all about new strategies to “drive greater growth.”
– “Leaders view engagement as a means to a business outcome, such as revenue. They invest more in staff resources to focus on customer engagement, are more likely to have an executive who is responsible for engagement and provide consistent and seamless customer experiences.”
Customer Engagement with Microsoft Dynamics 365 CRM for Greater Growth Opportunity:
ProStrategy help their Customer’s on their Customer Engagement Digital Transformation Journey enabled by Dynamics 365 CRM Solutions including Dynamics’ 365 CRM Sales, Dynamics 365 Marketing (ClickDimensions Automation), Dynamics 365 Field Service, Dynamics 365 Customer Service, Dynamics 365 Remote Assist and Dynamics 365 Project Automation. Hear how Tennent’s (C&C Group) enabled their digital transformation journey with Dynamics 365 CRM along with Power BI & Azure AI
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| Aileen Aherne, Digital Marketing Manager | Phone 01-4291977 |
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