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Jul
5
Optimizing Customer Engagement Across Touch-Points
Posted by Christine Göös on 05 July 2019 10:00 AM

Today, every marketer is looking to create meaningful connections with consumers for a lasting bond that, over time, converts them into loyal customers. With the rise of direct-to-consumer brands, it is clear that shoppers today want to interact with your company and feel like they are part of a tribe. In fact,  65 percent of people say they feel an emotional connection with a brand or business because they think that the brand cares about them. By optimizing your customer engagement across the plethora of touch-points available, you’ll be able to nurture lasting connections with your customers.

Traditionally, customer engagement was mostly a one-way street. Brands communicated, and customers listened. Now, the customer has the power and they have become the ones to even make or break brands: today’s customer engagement can be a reaction, an interaction, a click, a comment, or the entire experience of doing business with your brand. With social media, email, and various other digital, always-on channels, your brand needs to meet the engagement demands of today’s customers.


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Mar
11

You’ve purchased a radio, but for some reason you just can’t get it to work. It’s still under warranty, so the logical thing to do is call the manufacturer.

After an hour on hold, listening to elevator music, you give up. You then decide to email the company but the email bounces.

As a last-ditch attempt you reach out via their Facebook page, only to be met with silence. Not even an automated acknowledgement of your message.

Infuriated, you vow to never, ever buy anything from this brand again.

You’d like to think that this isn’t a familiar scenario. However, there is a reason a company will be appreciated for excellent customer service: it’s not that easy to get it right. It’s not just about ‘the customer is always right’ because frankly, sometimes they just aren’t. But, that doesn’t mean that you should let your company's customer service slide.

Yes, there will be consumers that you can’t please, but more often than not, a little help and understanding is enough to get that 5-star customer service rating.


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