Five Ways IT Can Increase Customer Engagement

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Customer engagement is a shared responsibility across the enterprise. If valuable customer information stays siloed with one department, your company can’t possibly make that customer feel known as a person. Cloud, mobile and social technologies give employees real-time access to customer information, so they can own any customer interaction, however and whenever it may occur.

Global health care company GlaxoSmithKline (GSK) boosted customer engagement by creating an iPad application that gives sales reps product information in real time, on the go. By saving time they would otherwise have spent searching for and logging information, reps are freed to focus on what is really important: building relationships with customers and better understanding their needs.

If you’re ever wondering what your CEO is thinking, here’s a tip: It’s probably about your customers. In a global survey of more than 1,500 CEOs, nearly 90 percent listed “getting closer to customers” as part of their five-year strategy. It was the most popular answer by a wide margin. 

CEOs are serious about customer engagement. They want their companies to be customer-obsessed, knowing what customers want before they want it. It's not just lip service. It’s a matter of dollars and cents.

Businesses have already squeezed most of the easy profit out of employee productivity. The quickest path to profit now is better customer engagement. When your company engages customers, you become their default choice when they buy. They become advocates for your brand. They’re more likely to buy higher-value goods and services from you over time. All that means lower churn, lower acquisition costs and higher revenue per customer—benefits that go straight to the bottom line.

Most companies miss or mishandle up to 80 percent of customer engagement opportunities every day. If you want to become a hero to your CEO, find a way to bring that number down. To get started, here are five ways IT can make a big impact on customer engagement, as identified by Bluewolf, a global business consulting firm.


Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

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