The 4 Pillars of Smart Customer Engagement

Did you know that 87% of buyers are willing to pay more for better customer experience? Whether it is a B2B or a B2C business, we are moving into an economy that is now entirely consumer-driven. In a business landscape that is getting increasingly competitive, organizations are faced with the continuous challenge to nurture their greatest assets – their consumers. It is only those who have their finger on the pulse of the consumer and can identify what the customers need, are the one who succeed and drive business. Organizations can no longer ignore customer centricity and all successful organizations have understood that only by listening closely to the needs of the customer can you identify new opportunities. To find new customers and to retain new ones, organizations need to create deeper customer engagement. While we know that the purpose of customer engagement is to make the clients committed to using their product, achieving deep customer engagement can be an elusive unicorn to many. So what can organizations do to create smart customer engagement? Here’s a simple list

Engage

Customer engagement begins with, well, engagement. No surprises here. How are your customers interacting with your product? How easy is it for them to complete the onboarding process? How is the entire onboarding experience? Are the new product features or upgrades being adopted easy? How easy is information exchange? These are a few starting points to assess how the customer is engaging with the product. To create deep customer engagement, software product companies have to ensure that they can optimize the customer onboarding process, provide step-by-step guidance to help them learn how to use the product and deliver that ‘aha’ moment, and get maximum utilization of the features present. Organizations have to be hyper-focused on user experience and ensure that all the information that the customer needs – be it the new feature updates or associated information, notifications or messages – are delivered at the best time frame and contextually to help them maintain their productivity and consequently drive adoption.

Guide

All customers need guidance when using a product to identify how the tool can help them do their task better. Organizations also need timely insights to understand customer pain points proactively to provide the right training when they need it. The objective of customer enablement is also to guide the users so efficiently that it actually pushes enablement closer to work. It, therefore, becomes essential to have the capability to provide highly personalized, in-app training experiences to capably guide the users in the right direction. Organizations thus need to have the capability to create engaging, insightful, intuitive and rich, contextual and relevant, content experiences for their users and publish the same easily, where, when, and how they want. Content also has to be available for easy consumption in a central repository in a device-agnostic manner and be powered by powerful search options to drive engagement.

Assist

Your customers want their answers now. Not later. And definitely not tomorrow. This need for speed in the digital economy is pushing organizations to enable self-service. Reports show 70% of customers expect a company’s website to have a self-service application. For software products, the application itself has to enable self-service. This not only deflects high-cost interactions but also provides greater control to the customer. To drive customer engagement, product companies need a robust knowledge-base with a self-service portal and built-in intuitive search capability that displays suggestions as the user types in her queries. The companies should be able to deliver the right answers and information to their customer quickly. Only providing the information is not enough but they also need to be able to assess the reactions to the content through powerful feedback mechanisms.

Understand

Customer engagement can only happen when product companies can truly their customer. What these companies need is a deep understanding of the customer journey to turn the product into a healthy obsession. For this, organizations need to create clear communication channels to learn what their users think of their product or service and gain the capability to smoothly incorporate feedback into every product decision – be it prioritizing product features, identifying ways to improve the product experience, or gaining the capability to reach the right users at the right time. Relevant and contextual, always-on, customizable NPS, CSAT & CES surveys, understanding behavioral data, social listening play a crucial role here. Powerful analytics and built-in reporting to convert data into experience help in gaining contextual feedback and contribute to building a data-driven product development roadmap. Organizations need access to contextual customer data to determine the changes in user needs, create highly personalized Netflix or Uber-like product experiences. The key to smart customer engagement is to ensure that all customer touchpoints with the product are seamlessly connected and all information is available in a central repository. Organizations need to possess clear visibility into customer sentiment and gain the capability to connect with the customer and vice-versa. It is six to seven times more expensive to get a new customer than to retain an existing one. Clearly, in this customer-driven economy, it pays to direct all the right resources to create smart customer engagement. Connect with our experts to see how you can take your product from good to great and create a community of brand loyalists.