The Paradox of Customer Engagement

Some companies measure the effectiveness of their customer service agents by the length of time a call lasts. The shorter the call, the more effective the agent is perceived to be.  These same companies also spend tens, or hundreds, of millions of dollars trying to reduce churn or persuade customers to buy their latest, greatest products.

Hang on a minute…

I was recently talking with a company about how they could build an efficient, cost-effective mechanism for establishing and maintaining long-term relationships with prospects and customers.  It’s the Holy Grail in communications circles. What if you could create a way to turn customer service [perceived as a cost to a business] into a way to sell more?  That’d be cool, right?

Now, while it might sound like rocket science, it’s actually not as difficult to deliver as it sounds.   It’s just that very few companies are doing it right now, and even the ones that are, aren’t doing it very well.  The customer experience is still ‘clunky’ and there’s often no way to have a conversation with an organization across multiple channels.  Every time you tweet, email, call or ‘Facebook’, you end up having to talk to a different person, you have to explain the history of your conversation, and you end up being at the mercy of the organizations often compartmentalized customer service process.

But, what if there was a way for a customer to have a conversation with a whole company? In the days of email, social media, telephone call-centers, etc. it is possible to have a multi-channel conversation with an organization that starts in customer service and ends in sales [or vice versa].  You just have to know how to do it.  So, if your business would benefit from an integrated customer engagement strategy, that made it easy for customers to talk with you – and for you to talk with them – drop us a line.  We’ll be happy to discuss what your social engagement process might look like, how it can be delivered and why it’ll add value to your business from day one.

2 Replies to “The Paradox of Customer Engagement”

  1. Spot on. The whole world of CRM has to be overhauled to keep up with social media and social commerce.

    Nothing is more frustrating than dealing with customer service of a company, yet it’s an key opportunity to turn a negative customer experience into a positive one. And given two well known paradigms – that for every disappointed customer you’ll lose at least 10 potential new ones; that it’s easier to keep a customer than find a new one – this should be an obvious opportunity. But it would require moving customer service from an expense line item to a marketing line item.

    1. Thank you – and I agree. Social Media, used in conjunction with more traditional channels, gives businesses a huge opportunity to form long-term, mutually beneficial, relationships with customers. I’m still shocked how few take advantage of this opportunity. #CRM

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