Have you ever read something that rubbed you the wrong way, but you couldn’t quite figure out why? That happened to me earlier this week when I came across a blog post on the Forbes CIO Network, Written by John Dillon, CEO of Engine Yard, the premise is that “it’s time for business leaders to take a closer look at new opportunities for improving customer engagement…” and that “information technology is a great place to start.”
I read it four days ago and it has been gnawing at me ever since! I agree and I disagree. Something about it just didn’t sit right with me! My initial reaction was “what a bunch of bologna. You can’t improve customer “engagement” via the cloud!” Or could you?
So I did a little research. I explored the idea of customer engagement. I looked up the definition. I re-discovered a couple of articles I had previously read on the subject. I came to the conclusion that my struggle with this article was not so much the content, but the terminology Dillon uses. He uses the term “customer engagement” the way I use “customer experience.” In my mind, “customer engagement” implies a personal relationship, as in “engaged” to be married. In my mind, “personal” and “cloud” simply do not go together, which is why I struggled so much with his article. So I read the article again and replaced the word “engagement” with “experience” and “connection.” It made much more sense to me that way, and I now understand what Dillon was saying.
In my mind, the only way to improve customer engagement is to get personal! Why is that so hard to understand!? In a 2010 survey of how marketers view their customer engagement strategies, Forbes found the following:
- 97% of survey respondents said their companies viewed the issue of engagement as very (67%) or somewhat (30%) important.
- 86% said engagement is part of the ongoing conversation between marketing and top corporate leadership.
- Marketers know that engagement is intrinsically linked to customer loyalty and retention.
- 72% want repeat purchase behavior
- 69% want customer advocates
- 95% want to optimize their engagement with customers
But… they are unclear about how to accomplish it. Many have no specific strategy. 33% rated their current efforts as just fair or poor. Surprising, when asked to assess their various marketing tactics in terms of how deeply they engage customers, 48% of the marketers surveyed indicated that in-person and permission-based methods had the highest engagement. But they still don’t know how to foster deeper engagement? I don’t get it. It seems like a no-brainer to me!
The issue of engagement is important! So, if you want to improve customer engagement, get personal! The cloud and social media are great ways to communicate with your customers and to improve the customer experience, but they are impersonal. To really “engage” with your customers, you need to develop a personal relationship. Reach out to them on a personal level. Get to know them. Get personal!