Digital Engagement – How do you get started? (Part I)
You just purchased a brand new, shiny, modern digital engagement solution and you’re excited to get chatting with customers. However, as you went through the evaluation process, you realized it’s not as simple as throwing a chat client on your site and walking away.
In 2016, digital engagement solutions are not just awkward portals to talk to your customers through when they want to return a product. Digital engagement is an extension of your brand that stands on its own as revenue generating channel and can allow your company to provide the highest level of service to your customers. It is an absolute must for a mobile world where customers simply don’t have time or ability to navigate to different areas of the site to get assistance.
That means that there is a lot to consider when it comes to digital engagement… from integrating the look and feel into your website, to deciding on the most effective use cases to drive revenue and prevent abandonment, to perhaps the most important, how do you “be there” for your customers and not annoy them by getting in the way and becoming a distraction?
Let’s explore some of the best ways to get started.
The first step is to embrace the right mindset, and that starts with getting out of the thinking that digital engagement is just for customer service. Yes, we’re still talking about Chat, Web Self Service, and Email, but take a step back, and realize that there is more you can do than wait for a customer to communicate that they have a problem.
Businesses need to make a shift and use these solutions to get out into the isles of its digital store where customers already are. Digital engagement allows you to observe different types of customer behavior in different parts of the store and help customers find the products they’re looking for, choose the best products for their needs, and navigate the checkout and sign up processes so that they can easily complete their transaction.
Think: Active contextual engagement to help customers make little micro conversions from step to step, instead of robotic one-sized-fits-all chat invitations.
Next week, I’ll cover “active contextual engagement” in this 3-part blog series. Stay tuned for more!