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Changing Face Of Customer Engagement

In today’s tech driven age, the customer is empowered and well informed unlike earlier times, and hence expects more than just mere convenience. The social media with several supportive comparable tools provides many inputs to a customer much before he finalizes his decision to buy product of a particular brand. The need has arisen to use the right metrics and big data to focus on creating more customer value which would proactively address their current and future needs. Whenever businesses are introducing a product in the market, they of course need to make sure that the product life cycle is sustainable. At the same time they should also be aware of the present needs of the customer so that they can address demand and anticipation before the product is introduced.

As a customer, we have endless choices among various product categories. Starting from discussion forums, social media circles, we have many opinions about the customer experiences of using the product, in the public domain. So in terms of usability and product knowledge, the customer is quite well-informed. More and more businesses are using social media as part of their customer service programs in order to adapt to the changing trends and expectations. From a business point of view, it is important that they learn to differentiate their product in terms of its product features, cost, or an end value to ensure effective growth. Very soon, we will find customer experience being the key differentiator, rated even above price and product features.

Customer service will increasingly become more tech savvy on how to deal with issues before they even occur, and in a way might even preemptively handle them. The business has to explore the collaborative side of running its operations, where it constantly interacts with its customers in trying to understand their needs. This collaboration prioritizes the customer who in turn values this relationship, as businesses are trying to  address the current and future challenges coming in the customer’s way.

Companies like Personali provide personalized incentive solutions which help enterprises build emotional bonds with their customers. Many online e-commerce platforms are integrated with their solution. This tight integration allows online retailers to offer or adjust prices and discounts in real-time depending on the chances of closing a sale with a customer. Companies like Dynamic Yield are also offering unified customer engagement platforms that are personalizing customer experiences in real time. It is transforming the entire customer journey, by engagement and driving revenue. 

The motive is simple – to capture events across various web platforms, and provide uniquely analyzed and optimized information to users, all in real-time. In fact, major retail giants like Amazon are providing their buyers an option to bargain for their present price, instead of paying the direct price. Revenue increases as the customers are happy to connect as they feel the company is offering the best price. Most firms are working to ensure that they simplify their customer’s journey, and the customers are at ease while trying to get in touch with them. In this scenario, customer engagement goes even beyond business hours. This emotional connection with the customers will enhance the brand image of the enterprise. This, in turn, would aid enterprises to define their customer service strategies as a key metric of their businesses.

Happy and satisfied customers are bound to increase sales and improve margins, not only through cross-selling, but also through references. In the near future, we will see more companies focus on understanding the changing customer mindset, and thus making customer intelligence accessible throughout the organization. Enterprises can outwit their competition and capture more customers by using these enhanced tools. These tools are not only a wave, but a harbinger of the future face of customer engagement.