Your customers 
have changed 
a lot in the 
past decade.
Not so long ago, 
engaging customers 
was simple
Traditional advertising 
was effective, 
and customers were 
more loyal.
But today’s customer is DIFFERENT.
Now the customer is 
driving the sales 
conversation
They are 
communicating when, 
where and how 
they want.
They are 
communicating when, 
where and how 
they want.
TODAY, 
customer engagement is more than just 
marketing your products or services.
It’s about engaging with consumers and encouraging 
them to engage with each other, so they feel 
emotionally tied to your...
People tend to buy things based on how they 
FEEL 
about a brand or product. 
And they talk to their friends and family 
a...
“Customers who are fully 
engaged represent 
an average 
in terms of 
share of wallet, 
profitability, revenue 
and relati...
“Customers who are emotionally engaged are more 
likely to complain less, compliment more, buy more 
and contribute more t...
However, engaging customers 
is more challenging than ever.
WHY?
WHY? 
Multiple 
channels.
WHY? 
Multiple 
channels. 
Fragmented 
audiences.
WHY? 
Multiple 
channels. 
Fragmented 
audiences. 
Rapidly 
evolving 
customer 
expectations.
WHY? 
Multiple 
channels. 
Fragmented 
audiences. 
Rapidly 
evolving 
customer 
expectations. 
Lower 
levels of 
customer ...
But don’t panic! 
There are plenty of 
things you can do 
to improve the way 
you engage with 
customers.
The first step? Develop a long-term 
customer 
engagement 
strategy. 
Your strategy should consider four key factors.
1 
Technology 
How can your business use technology 
to attract and retain customers?
1 
Technology 
How can your business use technology 
to attract and retain customers?
0 6 2 8 
CRM 
CLINT’S CAR SALES 
uses CRM (customer 
relationship 
management) 
software to track 
customer 
interactions,...
DATA ANALYTICS 
Feliy’s Fashions 
uses data analytics 
to understand 
customer 
demographics and 
behaviours, track 
the c...
2 
Communication 
Channels 
With so much information available today, 
customers spend more time researching a product 
or...
2 
Communication 
Channels 
With so much information available today, 
customers spend more time researching a product 
or...
To stay relevant throughout this longer buying cycle, 
you need to talk to customers across multiple channels.
To stay relevant throughout this longer buying cycle, 
you need to talk to customers across multiple channels. 
PHONE CALL...
To stay relevant throughout this longer buying cycle, 
you need to talk to customers across multiple channels. 
PHONE CALL...
To stay relevant throughout this longer buying cycle, 
you need to talk to customers across multiple channels. 
PHONE CALL...
To stay relevant throughout this longer buying cycle, 
you need to talk to customers across multiple channels. 
PHONE CALL...
But don’t forget 
face-to-face 
contact! 
Customers still 
value this.
STORE 
In the retail industry, physical stores will remain the 
dominant revenue-generating channel over the next 
few yea...
3 
Online 
interaction 
What do customers expect online?
3 
Online 
interaction 
What do customers expect online?
73% 
ON-LINE 
say getting their 
issues resolved 
quickly is the top 
factor in creating 
a great online 
experience.
ON-LINE 
73% 53% 
say the need to 
have their issues 
resolved in one 
interaction is 
very important. 
say getting their ...
ON-LINE 
73% 53% 84% 
say they would 
revisit a website 
if they felt their 
needs were met 
in a simple and 
efficient ma...
A website is often the first place people 
go to learn about a product or service. 
Is your website up to SCRATCH?
What about your social media?
If you don’t have a solid social media strategy, you 
could be missing out on a big chunk of business.
If you don’t have a solid social media strategy, you 
could be missing out on a big chunk of business.
A UK study 
found that 
almost 80% of 
consumers 
“would be more 
inclined to buy 
more often in the 
future because of 
a...
A UK study 
found that 
almost 80% of 
consumers 
“would be more 
inclined to buy 
more often in the 
future because of 
a...
4 
Employee 
engagement 
Happier staff = a more diligent workforce. 
And happier customers.
4 
Employee 
engagement 
Happier staff = a more diligent workforce. 
And happier customers.
engaged But only 13% of employees are 
at work. 
http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx
How engaged are your employees?
How engaged are your employees?
Your journey towards greater 
customer engagement starts today. 
Download the ebook to take the first step. 
Infographic: ...
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FastBusiness - Customer Engagement Strategy

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Canon/FastBusiness. Customer engagement strategies plus downloadable ebook.

Published in: Marketing

FastBusiness - Customer Engagement Strategy

  1. 1. Your customers have changed a lot in the past decade.
  2. 2. Not so long ago, engaging customers was simple
  3. 3. Traditional advertising was effective, and customers were more loyal.
  4. 4. But today’s customer is DIFFERENT.
  5. 5. Now the customer is driving the sales conversation
  6. 6. They are communicating when, where and how they want.
  7. 7. They are communicating when, where and how they want.
  8. 8. TODAY, customer engagement is more than just marketing your products or services.
  9. 9. It’s about engaging with consumers and encouraging them to engage with each other, so they feel emotionally tied to your brand. It’s an ongoing dialogue – not a series of one-off experiences.
  10. 10. People tend to buy things based on how they FEEL about a brand or product. And they talk to their friends and family about their experiences. That’s why customer engagement is so important.
  11. 11. “Customers who are fully engaged represent an average in terms of share of wallet, profitability, revenue and relationship growth over the average customer.” http://www.gallup.com/strategicconsulting/en-us/customerengagement.aspx?ref=f
  12. 12. “Customers who are emotionally engaged are more likely to complain less, compliment more, buy more and contribute more than those who are not.” http://www.gartner.com/newsroom/id/2689817
  13. 13. However, engaging customers is more challenging than ever.
  14. 14. WHY?
  15. 15. WHY? Multiple channels.
  16. 16. WHY? Multiple channels. Fragmented audiences.
  17. 17. WHY? Multiple channels. Fragmented audiences. Rapidly evolving customer expectations.
  18. 18. WHY? Multiple channels. Fragmented audiences. Rapidly evolving customer expectations. Lower levels of customer loyalty.
  19. 19. But don’t panic! There are plenty of things you can do to improve the way you engage with customers.
  20. 20. The first step? Develop a long-term customer engagement strategy. Your strategy should consider four key factors.
  21. 21. 1 Technology How can your business use technology to attract and retain customers?
  22. 22. 1 Technology How can your business use technology to attract and retain customers?
  23. 23. 0 6 2 8 CRM CLINT’S CAR SALES uses CRM (customer relationship management) software to track customer interactions, identify and target leads, and manage marketing campaigns.
  24. 24. DATA ANALYTICS Feliy’s Fashions uses data analytics to understand customer demographics and behaviours, track the customer journey and develop more targeted marketing campaigns.
  25. 25. 2 Communication Channels With so much information available today, customers spend more time researching a product or service before making a decision.
  26. 26. 2 Communication Channels With so much information available today, customers spend more time researching a product or service before making a decision.
  27. 27. To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
  28. 28. To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels. PHONE CALLS.
  29. 29. To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels. PHONE CALLS. WEBSITES.
  30. 30. To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels. PHONE CALLS. WEBSITES. MOBILE APPS.
  31. 31. To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels. PHONE CALLS. SOCIAL MEDIA. WEBSITES. MOBILE APPS.
  32. 32. But don’t forget face-to-face contact! Customers still value this.
  33. 33. STORE In the retail industry, physical stores will remain the dominant revenue-generating channel over the next few years. https://www.gartner.com/doc/2377415
  34. 34. 3 Online interaction What do customers expect online?
  35. 35. 3 Online interaction What do customers expect online?
  36. 36. 73% ON-LINE say getting their issues resolved quickly is the top factor in creating a great online experience.
  37. 37. ON-LINE 73% 53% say the need to have their issues resolved in one interaction is very important. say getting their issues resolved quickly is the top factor in creating a great online experience.
  38. 38. ON-LINE 73% 53% 84% say they would revisit a website if they felt their needs were met in a simple and efficient manner. say the need to have their issues resolved in one interaction is very important. say getting their issues resolved quickly is the top factor in creating a great online experience. 4 Connecting Connecting with with Customers, Customers, LivePerson, LivePerson, November November 2013, 2013, http://http://info.info.liveperson.liveperson.com/com/Report-Report-Connecting-Connecting-with-with-Customers.Customers.html html
  39. 39. A website is often the first place people go to learn about a product or service. Is your website up to SCRATCH?
  40. 40. What about your social media?
  41. 41. If you don’t have a solid social media strategy, you could be missing out on a big chunk of business.
  42. 42. If you don’t have a solid social media strategy, you could be missing out on a big chunk of business.
  43. 43. A UK study found that almost 80% of consumers “would be more inclined to buy more often in the future because of a brand’s presence on social media”. Unlocking the power of social media, Internet Advertising Bureau UK, July 2013, http://www.iabuk.net/blog/unlocking-the-power-of-social-media
  44. 44. A UK study found that almost 80% of consumers “would be more inclined to buy more often in the future because of a brand’s presence on social media”. Unlocking the power of social media, Internet Advertising Bureau UK, July 2013, http://www.iabuk.net/blog/unlocking-the-power-of-social-media
  45. 45. 4 Employee engagement Happier staff = a more diligent workforce. And happier customers.
  46. 46. 4 Employee engagement Happier staff = a more diligent workforce. And happier customers.
  47. 47. engaged But only 13% of employees are at work. http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx
  48. 48. How engaged are your employees?
  49. 49. How engaged are your employees?
  50. 50. Your journey towards greater customer engagement starts today. Download the ebook to take the first step. Infographic: RussellTate.Com

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