Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Continuous Customer Engagement
Posted on April 3rd 2014
I was reading last night about engagement. In my book “Get Bold” we defined engagement as the emotional connection with your client or employee, usually created by exceptional experiences that are integrated, interactive, and identifying.
A Social Business connects people to expertise. It connects individuals whether customers, partners, or employees as networks of people to generate new sources of innovation, foster creativity, and establish greater reach and exposure to new business opportunities. It establishes a foundational level of trust across these business networks and thus a willingness to openly share information, developing a deeper sense of loyalty among customers and employees. It empowers these networks with the collaborative, gaming, and analytical tools needed to engage each other and creatively solve business challenges.
Enagement is a great goal, but Continuous Customer Engagement is the next turn of the crank. It is about systematically interpreting and evolving a comprehensive understanding of an individual in order to engage that individual in a productive manner in any brand interaction.
The word “productive” is used very intentionally. As marketers extend their focus into customer experience and engagement, that idea of service is critical.
An offer may indeed be the right action in some cases. However, in other situations, the customer may be seeking information or struggling to accomplish a task. Marketing organizations in the leading companies that we’ve evaluated are differentiating themselves with their ability to interpret the customer’s need and determine the best possible action to take at any point in time and at any stage in the customer lifecycle.
Continuous Customer Engagement Rules:
Those companies that practice continuous customer engagement have a set of rules.
- First, they break the typical silos and barriers to that get in the way of being customer focused and treating customers more holistically. The expand the traditional aperture of marketing and think about how they will serve best serve the customer.
- Second, they are beyond using “omni-channel” as a hype term. They are focused on building and creating a system of engagement that integrates and enables the the channels with rich, contextual customer insight and decisioning capabilities that enable them to listen and interact with customers much more effectively and dynamically.
- Third, they foster a customer-centric and authentic culture that focuses on establishing a win:win with the customer. These marketers focus on helping the rest of the company understand and empathize with the customer. They also work to ensure that the company has a clearly establish set of core values and then lives by those values in every way that it operates.
Does your company practice continuous customer engagement?