When a customer calls-make it count!
Posted by Ajay Kelkar on Sat, Apr 18, 2009
Each time a customer makes contact with an organization through any channel, it is an opportunity to build the relationship and also revenue!In fact even a customer complaint call is actually a gold mine,because very few customers actually care enough for the brand to actually complain! In growth countries like India ,the added opportunity is to use the inbound calls as vehicles for customer education leading to better onboarding of customers.
There are monumental gains to be realized when companies prepare themselves to engage with customers who are calling in. When consumers contact an organization, whether a communications firm, financial institution, retailer or otherwise, that organization has already incurred a cost, simply by answering the phone or putting up a Web site. The challenge is how to more effectively convert those interactions into value opportunities for the consumer and the brand alike.
In order to do this, marketers need to change their perspective and let the customer history, marketplace and business objective drive the engagement at an individual level. Aligning key elements of the customer engagement model, such as channel, cycle, content, cost and competition, as well as embedding advanced analytics into the offer catalog, facilitates personalized one-on-one communication. With an integrated process, high-volume consumer brands can increase conversion rates, identify qualified leads, improve retention and increase satisfaction levels by engaging consumers in targeted conversations.
See what Diane Lucero has to say about ‘Optimizing customer engagement'.
http://www.dmnews.com/Optimizing-customer-engagement/article/127545/