CMR Vision – Customer Engagement

Research has consistently shown a powerful link between customer engagement and key business outcomes. An investment in customer engagement is generally a sound investment in the future.

Customer engagement continues to evolve, and more change is inevitable. Trust is vital in making a real connection with your customers. Push is sending and exploitation, pull is listening and collaboration. The latter builds trust.

Customer engagement encompasses much more than the scope of many traditional push-marketing and CRM approaches that follow an inside-out, control-based, salesforce automation design principle that is entirely at odds with the modern buyer. CRM applications today are at an inflection point, one driven by a future in which companies need to start closing the execution gap from the analysis of customer information and data to driving contextual engagement in real time, because with customers in control, they can quickly and easily move on to other options if brands don’t meet their specific needs.

Trust is built by excelling in the daily provision of services. Touch point performance, the perceived quality of customer facing employees, the ease of doing day-to-day business are the most important elements in building or reinforcing trust: a Customer Managed Relationship (CMR).

We will get more personal with our customers (again) and the mobile device which tells much more about your customer than any other device will be a key factor in this development.

 


Building stones of customer engagement

By listening and collaborating you will create trust. With the trust you have earned you will be able to create a real connection and get personal.

Trust

Trust is the basis for any balanced relationship.

Real Connection

Real connection will arise through a balanced relationship.

Listening

By listening to your customer, you will create trust.

Collaboration

With a good collaboration with your customer, you will create trust

Personal

In order to personalize communication, you will have to become personal first.

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Building stones of the CMR road to increased Customer Engagement

The building stones are Data, Mobile, Customer Centricity and the Culture as supported by the senior management to drive the CMR road.

Data

Data are imperative to get personal with your customers.

Mobile

Mobile share of contact is dominant and still increasing.

Customer Centricity

The customer is king and if he feels that he is treated as such, he will be generous.

Culture

Culture eats CMR strategy for breakfast. It needs full attention.

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