Customer Engagement technology is distinguished from CRM and Customer Experience technologies in that it focuses on a specific aspect of the relationship companies have with their customers, and the value of that relationship.
Using it, businesses can set customer expectations by offering content at specific Moments of Truth® in the customer journey and allowing customers to provide feedback to companies at the moments that are most important to them. This then allows the company to take real-time, inspired action as necessary for each individual customer.
A key reason for the success of DPD’s implementation of Customer Engagement technology is that the interaction is not a one-off alert without the ability to respond. If a customer was unable to receive the delivery and reply to the message, the experience would be worse than if no message was sent. As Greenberg notes, it is the ongoing interactions between customer and company that delivers value to both.
This ability to mutually reset customer expectations where appropriate and give them a way to communicate with the brand makes it easier to do business with them. Research has shown that the reduction of effort required to do business with a company correlates highly with customer satisfaction and repeat business. The Corporate Executive Board (CEB) introduced the Customer Effort Score as a metric that correlates highly with business results. A reduction in customer effort also correlates highly to customer advocacy. Making it easy to do business with you creates “Ravers” for your business – customers who will become your unpaid Salesforce and recommend your brand to their family, friends and colleagues.
Find out more about Customer Engagement in our OnDemand Webainr:
