Customer engagement is the connectivity between an external stakeholder and the organization. These exchanges happen online and offline and they have a notable effect on the overall customer experience. As a digital marketing company, we love the analytics piece behind these exchanges. What can be tactically executed should be measured, but there is still so much interpersonal communication that can’t be measured precisely. There are so many 1:1 exchanges that cannot be ignored.
If you’re in business, particularly in a client-facing capacity, you understand that no two people or two scenarios are ever exactly alike in a 1:1 exchange. While we can make general predictions and processes that follow those prescriptions through user segmentation and workflow automation, we cannot account for the responsibility that is incumbent on that salesperson, account or customer service rep.
While reports and data strengthen the basis for conversation, they do not define the success of the relationship in the eyes of either party. If you’re exclusively fact or data-based, you’re missing out on the great big wide world of gray area that’s called humanity.
We all have our trigger points that allow connection in and deny inputs from breaching our mental and emotional walls. While marketers can monitor digital behavior and predict the outcomes based on activity, nuance is missing. Nuance is something that all great salespeople or customer reps get. They understand that behavior isn’t always at face-value. Data cannot decide this, but a simple 1:1 conversation can provide clarity quickly.
If you’re interested in strategies to boost your digital customer engagement, here are a few tips:
If you’re looking to boost your 1:1 connection, here are some strategies for building rapport:
Data mining and reporting have their place, just remember it’s ineffective if it’s not punctuated with a human element. Curious about how your approach stacks up? Let’s chat.