How to Build a Customer Engagement Strategy

With the right contact center platform, businesses can gain the visibility and control they need to manage performance, quality, and customer experience. Putting the right technology in place is key to building an effective customer engagement strategy.

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How to Build a Customer Engagement Strategy

The ease of e-commerce and the accessibility of brands on social media have created a new generation of customers with elevated expectations. In fact, 72% of today’s customers expect brands to personalize engagement to their needs. Winning these customers over and keeping them engaged should be your highest priorities, especially when it comes to your communications strategy.

It’s common for customers and prospects to carry on multiple conversations with different parts of your company at the same time. For instance, a customer might receive regular email newsletters from your marketing department while they’re also interacting with your customer service center. To truly engage customers, all of your departments must be on the same page. Each department needs to know how the other is interacting with every customer.

The Right Platform is Key

With the right platform, businesses can take charge of their contact center, gaining the visibility and control they need to manage performance, quality, and customer experience. Putting the right technology in place is key to building an effective customer engagement strategy.

Once the different facets of your business are aligned and working toward a common customer engagement strategy, you’ll reap the following benefits:

Empowered staff.

Accenture found that 90% of customers are frustrated by long hold times and 89% are upset when they have to repeat their issue to multiple representatives. There’s a reason so many customers have a bad experience with contact centers. Agents are overworked, and as they attempt to deal with an endless deluge of customer calls, they’re often forced to spend more than half of their time looking for customer data that’s stored in a number of different places. With a modern customer engagement platform, agents are empowered by a dashboard that shows them customer data across the various channels of interaction.

If a customer emailed tech support about an issue, for example, they don’t have to explain it again in detail for the fifth time and grow even more frustrated. Instead, the phone agent can get caught up quickly and efficiently.

Holistic view of the customer.

While it’s essential for customer service to monitor multiple channels at once, it’s beneficial to establish this capability for employees across all departments. Whenever your employees are interacting with customers, employees should know who they are, what products they’ve purchased, any issues they’ve had in the past, and what additional products or upgrades might be the most useful.

When your employees are armed with a wealth of information about each customer, they can deliver personalized service. This humanizes your brand and makes customers feel like you know them (because you do). It’s also incredibly valuable to businesses. After a personalized experience, 44 percent of customers report they’ll do business with a company in the future, and this increased loyalty leads to increased revenue.

Flexible, scalable solutions.

In order to realize the benefits above, you’ll need a customer engagement platform that’s based in the cloud. Whether it’s simply layered on top of your existing system or it’s completely re-engineered from the ground up, the right cloud-based solution will be both cost-effective and scalable, allowing you to meet a wide variety of evolving customer demands.

By eliminating legacy communications platforms and the processes that go along with them, research from Forrester suggests that companies will save $1.1 million on average. In addition, the remaining expenses are operational instead of capital, meaning they’re predictable and easy to fit into almost any budget.

A New Era of Contact Center Software

Contact centers are no longer growing only in response to business growth. Instead, according to research from Deloitte, almost 90 percent of businesses are investing in contact centers as a way to meet customer expectations and deliver a top-notch customer experience. For information about how Twilio Flex is tailored to your business’s unique needs, so you can create the exact customer experience you want, reach out to us today.