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October 28, 2019 | By

CXNext Live: How to Develop a Customer Engagement Strategy

There has been a litany of research over the last decade or so showing that the experience a company gives its customers is now more important than things that were traditionally most important, such as product quality and price. While that can be pretty hard to believe, it’s important for businesses to understand this. ​

Particularly compelling research shows that people are willing to spend more money with a company that makes it very easy for them to do business with. For example, it should be easy to contact you with questions or making a return or exchange should be quick and simple. Even things like the experience of opening a new product when it arrives have become really important to customers.​ At the end of the day, people are really looking for brand experiences that make them feel like they are valued – simple in concept, but harder for consistent execution.

Making Maturity your Customer Engagement Secret Weapon

It’s for this reason, that we’ve conducted annual research for the past few years ago to understand differences in the brands that were delighting their customers on all fronts and those were missing the mark. Out of this research with Forrester Consulting, was born our Customer Engagement Maturity Model and suggested customer engagement changes that can elevate you through the continuum. And on our latest episode of CXNext Live, Ryan tackled exactly this topic – key principals for improving your customer engagement strategy.

In the broadcast, Ryan discusses 4 key steps that must be taken – and in the right order – to set your business up for customer engagement success. But before I touch on those, I want to briefly cover the maturity curve so you can get an idea for where you might be and what you can expect by becoming more “mature”.

The four categories in our Customer Engagement Maturity Model are:

  • Experimenters – primary engagement goal is post-purchase support and/or driving conversions
  • Evolutionists – looking beyond traditional support and focusing on strengthening the customer experience
  • Enthusiasts – shifting to support the entire customer journey
  • Experts – supporting the customer through all stages of their journey

As your customer engagement approach matures you can see some significant improvements across key metrics from customer satisfaction to conversion rates and even agent satisfaction.

STOP before you go

Where does one start if they want to move up the maturity scale? How can you set your business up for successful customer engagement changes and improvements? By using the S.T.O.P. approach.

  • Examine your Strategy.  Are executives and the organization at-large prioritizing customer experience?
  • Look at Technology. Do you have the right tools in place to enable your support teams and delight customers?
  • Assess your Organization. Does your business have the right personnel and expertise to support expanded channels or approaches?
  • Consider your Process. How will you operationalize the new approach?

Want to learn more about this approach? Watch Ryan walk through it in our CXNext Live broadcast above, and let us know if you’ve successfully undertaken a new customer engagement strategy and how you did it in the comments section.


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