The Challenge of Customer Engagement in the New Digital Customer Journey

Today, we live in a multi-screen world. Shoppers worldwide are making purchases in a new way and smartphones now play a major role in the modern, digital customer journey. As a result, the customer engagement landscape is ever-evolving and fast-changing.

The challenge is that as soon as new digital channels become part of the journey, customers are already ready to begin interacting – and they expect a response. The main problem is this: customers want to stay involved and, when the brand is able to be responsive, those engaged customers end up bringing more revenue to the company. However, it’s highly challenging for businesses to meet those engagement demands, but ignoring customer needs is unacceptable.

Life is getting complex for customers, too. Some brands that have taken the steps to add new technology have so many communication channels that customers don’t know who to contact. There isn’t enough connection between marketing, sales and support teams. These departments don’t have any context about one another nor a method for letting the customer travel between them.

For a business to succeed in the customer journey, they need a variety of new technology, including:

• E-mail campaigns

• Inbound search strategy

• Location-specific solutions, like an app that shows inventory at a nearby store

Chat Strategy

• Mobile apps

• Modern contact center

• SEO policy

• Strategy for connecting with consumers on social media

• Way to stay connected with customers

These aspects of the brand’s strategy need to be synchronized, monitored and mapped in the journey. Plus, new digital channels and touch points have to continually be added to the strategy, including:

• App stores

• Customer communities

• Fan sites

• Mobile devices

• Social media accounts and pages

• Social networks

Mapping the customer journey in detail is helpful, so long as there are defined objectives. The following three techniques will help increase integration between digital touch points.

1. Engage the Customer

The main problem that today’s companies face when adding new digital channels to their strategy is that the customer expects the company to engage with them right away. While companies know there’s value in engaging, it doesn’t make it easier to do. Tools and policies should be in place so that brand advocates, including employees, partners and customers, can take on some of the work.

2. Simplify the Customer’s Life

Remove the time and effort a customer experiences when engaging with the brand. Modern companies are using things like concierge services and aggregators to help consumers’ access information quickly.

3. Solve a Problem

Get rid of a Pain Point. For example, give customers order status information on their desired channel. Let them participate in the design of a new product. Or, simply engage with customers who have complaints.

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