What does a customer want? This is the question that the savviest executives are asking more frequently than ever. Technology has handed customers unprecedented control over the experience of purchasing goods and services. The process increasingly plays out in hyper-competitive markets with many touch-points and individual interactions. More customers expect the ultimate levels of satisfaction, and they hope this from even the sleepiest corners of markets across all industries.
Technological advancements have undoubtedly paved the way for faster communication. However, one to one interaction with clients can lead to better communication, building trust, nurturing relationships and pivotal feedback for the company.
Customers increasingly dictate the rules. Most of them expect “now” service, within five minutes of making contact. Also, they want a simple experience when they shop. Moreover, they not only expect providers of services and products to do business on digital platforms but also insist on “social” experience.
Many businesses already understand that it’s no longer enough to compete on products or services, but it is equally essential to work on enhancing customer engagement. And, a good sales representative strives for the highest level of such engagement.
Companies that make it easier for their customers to connect in what they regard as a positive way tend to make inroads on the competition for an outstanding customer service they provide. The best will adapt their processes, cultures, and mindsets to manage the entire customer experience skilfully; which benefits not only consumers but also the sales representative and the bottom line.
Companies reap great rewards when they transcend these challenges and transform their approach so that they focus on the right things. Across industries, successful projects for optimising customer engagement typically achieve more revenue growth. Moreover, companies working on exceptional customer engagement can exceed the gross margins of their competitors while they make their customer happier and simplify their end-to-end operations.
Creating value by enhancing customer engagement represents the fruit of several years of research and patience. They put their efforts to focus on identifying, understanding, and mastering the customer’s buying journey: the complete end-to-end experience customers have with a company’s representative from their perspective. That journey has a clearly defined beginning and end spanning the progression of touch-points to enhance customer engagement.
Customers would engage with sales professionals if they provided insights or knowledge about the industry or else, they don’t care who in a company owns the individual experience of service calls. From their perspective, these are all part of the same journey. The effort of perfecting essentials for customers can be hard, but companies can give them experiences that make them want to come back by focusing on the task, nurturing relationships, and building trust.
Hence, mastering the concept and execution of great strategies of enhanced customer engagement is a daunting challenge requires patience that, but an essential one in today’s rapidly changing business environment. However, the winners are those who have an understanding of customers’ needs and create strategies for creating value by improving their engagement with the company.
~Philip