As is the case with most buzzwords, customer engagement has a fuzzy definition, which can make it difficult for companies to create strategies that improve customer satisfaction and experience. As a result, engagement has a large number of misconceptions, which can stop contact center leaders from taking full advantage of the benefits that customer engagement offers and miss out on the opportunity to build a long-lasting relationship with their customers. To develop an effective customer experience strategy in their contact centers, leaders need to separate fact from fiction. Does your contact center hold any of these misconceptions?
1. Customers need to have the perfect interaction with your brand every time
Mistakes happen. Agents, like their customers, are human. Instead of worrying over mistakes, contact center leaders can turn them into opportunities to make customers loyal for life. It all depends on how your agents respond. Do they keep their cool in the face of a tough situation? Do they make the customer feel important? Training agents in empathy as well as investing in predictive analytics solutions can help turn a negative interaction into a learning experience. An additional benefit to this? Your agents will be empowered to offer solutions when working to deliver a positive outcome.
2. Customer engagement only happens on social media
With many customers opening fewer emails and turning to social media more and more frequently, it makes sense that major brands flock to the latest social media platform. However, successful customer engagement strategies look to build a relationship with customers every time they interact with a company and across multiple channels. For retailers like Amazon, that means there are multiple opportunities for success - from the moment customers log on the site to when they call in about complications with their Kindles.
3. You can only boost engagement one channel at a time
If you're looking to optimize customer engagement metrics, it's best to focus your resources on one channel at a time. This ensures you don't lose focus and only create a thin presence on multiple platforms. There's one problem, however: Your customers are already working on multiple channels. You may be losing a chance to create a strong bond by neglecting them. Some companies have handled this challenge by offering online chatbots while others have seen the opportunity to reassess how they're interacting with their customers.
4. Customer engagement is an 'intangible'
Similar to word-of-mouth, customer engagement is something business leaders strive for, yet don't insist that it have a concrete return on investment. This is probably one of the most deep-rooted misconceptions about customer engagement. How can you put a price tag on customer engagement? While it may be difficult to quantify when first implementing an engagement strategy, leaders can focus on incremental successes to measure their customer engagement. For instance, it may be difficult to know whether a website update made the customer journey easier based solely on purchases. However, if your analytics reveal customers are spending more time shopping and less time on FAQ pages or taking to social media to rave about the company, this could suggest they are engaging more.
Only by breaking down these misconceptions can leaders see how engaging with customers can help them develop sustainable long-term relationships.
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