Why Customer Engagement Matters
Online commerce is fast changing as more and more consumers choose to interact with brands online and on mobile devices. According to PWC, 54% consumers buy products online weekly or monthly. On top of this, consumer expectations are high. If they can’t find what they are looking for on a site, or can’t get their questions answered quickly, they will go somewhere else. 71% of consumers said their typical response to a bad experience is to stop doing business with the company (The Economist Intelligence Unit).
It is more important than ever before to connect, guide and engage with customers on desktop and mobile. Customer engagement solutions that incorporate analytics with digital engagement channels, like live chat, email, knowledge and Web self-service, are crucial to a business’ online commerce strategy. These technologies break down the boundaries between brands and consumers and allow forward-thinking businesses to forge strong bonds of loyalty and trust with their customers – developing long-lasting relationships that both parties find meaningful and valuable.
An effective customer engagement strategy should include the following:
Anticipating what customers want, connecting and engaging with them through the entire decision journey, across devices is key to success. Companies must have the ability to understand customer intent and deliver the right message via the right digital channel at the right time. Channel silos need to be removed and support strategies using digital engagement technologies should to be understood and incorporated to determine what works for the consumer and the impact that each new interaction path may have on the business.
Just like a friend knows what the person likes and doesn’t like, online businesses should use analytics and available data to understand their customers in detail and build meaningful relationships with them. Data about individual customers is coming from far more sources than ever before — including customers’ activity on the website right now, historical information and other relevant data.
Don’t ignore this data. Instead, use this data in context to understand not just the success or failure of isolated customer interactions, but the success or failure of integrated customer journeys. And then, deploy the right action at the right time.
Today’s customers expect a business to engage with them proactively where appropriate and solve their issues quickly or give them the ability to find solutions easily on their own, 24/7, anywhere, and on every device. Organizations should deploy a user-centric and channel-agnostic approach to engage with customers — creating a cohesive and continuous customer experience across devices.
Customer Engagement solutions that provide the ability to analyze and connect in real-time are the future for organizations. Empowered online commerce teams require insights and real-time Performance Analytics to support the resolution of complex requests or services. The point of success is when the customer’s desired outcome is achieved through an effortless experience. Businesses that can’t provide and measure the experience are at risk of losing touch with customer sentiment, and ultimately, customer dollars.