3 Rules of Customer Engagement

In today’s world, the customer is in charge, an aspect that’s changed hugely since social media picked up speed. As customer feedback grows, businesses have to shrink – not literally, but in impression. Huge, big-name businesses have to appear smaller in order to meet the individual demands of their customers and prospective. Luckily, CRM technology is making it easier to figure out what every single customer wants and to meet those requirements in personalized ways.

1. The Customer Is In Charge, Even More So Than Before

According to Forbes and the new book “Build for Change” by Alan Trefler, customers are becoming more demanding and less tolerant – and it’s a trend that’s not going to stop anytime soon. What exactly are customers after, though? Interaction, personalization and purpose. They want to be pulled towards a company instead of having the business thrust upon them. Something to be extra careful about is that customers will now ambush a business online if they’ve had a bad experience – this can have serious negative results for even big, well known businesses.

2. Offline vs. Online Engagement: What Does the Customer Want?

Brick and mortar stores are opening online shops while e-commerce is getting into the offline retail market. How do you know which is best for you? Should you have a combination of both or should you completely switch your business over to the other? The answer varies from business to business. To determine your best outcome, understand your customers and what they want. Collect data, analyze it, act on it.

3. Big Companies Should Perform – In Some Ways – Like Small Business

CRM packages assist your organization by allowing even the biggest businesses to stay close to their customers and solve issues fast. Ultimately, every customer wants to be connected and feel valued. It’s every big business’ job to give the customer the same feeling they get when they walk into a boutique business and proudly announce, “I know the owner!” In an enormous company, the customer feels removed from the CEO, but businesses can still mimic that small, personal feeling. How? Connect with customers one-on-one and fix their problem – or do them a favor – without a hassle. Also, create a customer communication schedule. Develop follow-up steps, like sending a “Thank You” letter or e-mail, and then regularly keep in touch.


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