Author

Mads Fosselius

Published

2 September 2020

Estimated Read time

7Mins

An effective customer engagement strategy is critical for any successful business — regardless of product, service, or industry. But as this year has seen the transformation of consumers’ buying habits, companies are having to adopt a new approach to customer engagement to help them succeed in a changed world.

Regardless of which industry you operate in or the product or service your organisation provides, a major component of success depends on executing a strong customer engagement strategy. Yet doing this well in 2020 has proven difficult for many organisations due to the ongoing effects of the pandemic on consumer buying habits. By Mads Fosselius, CEO and Founder,Dixa

So, to succeed in this ‘new world’ firms must consider different ways to engage with customers that enable them to build more fruitful and profitable relationships.

This is crucial in the UK, especially when you consider that it is now in recession and consumer confidence is historically low. Therefore, to improve, businesses need to focus on what they can do to rebuild and repair in these final months of the year and beyond. Part of this involves focusing on relationship building with customers, in an effort to win back spend and loyalty.

This is where improving customer engagement has a powerful role to play: two-thirds of companies compete on the quality of their customer experience and 96% of consumers agree that customer service is key to their purchase decisions. Ramping up customer engagement, therefore, has the potential to pay dividends down the line.

But, how and where should organisations start as they strive to improve?   

Continuous and valuable interactions are key

Customer engagement can be defined as the continuous and valuable interactions between a business and its customers. Running a successful business is not only about attracting customers to your website, converting them with a stylish landing page, taking their money, and thanking them for their custom. That’s crucial for ongoing success, sure; but engaging customers and cultivating valuable relationships long-term takes entirely more finesse and should be the focus.

Businesses trying to make a major impact on their industry, or niche, must therefore understand their core audience, pain points, budgets, shopping habits, goals, the most appealing options available to them, etc. before they can start to really engage them.

A successful company focusing on customer engagement will use this data to anticipate buyer needs and position itself as the ideal solution in light of this information. Catering to these target consumers’ requirements and delivering a quality service can help secure shoppers’ loyalty too; as highly-engaged customers are likely to keep coming back, make repeat purchases and recommend the business to others. So how do you do it?

The key to engagement is empathy and automation

Anyone who’s ever called a support line and been greeted by a never-ending list of options, seemingly without an agent in sight or had to contend with an ineffective chatbot for that matter, will understand how frustrating ‘poor’ automated service can be — especially when you know exactly what you need, but can’t find a single person to ask.

This isn’t to say that there’s no place for a well-executed automation strategy, in fact, automating standard, repetitive tasks will promote speed, efficiency and effectiveness in your customer journey, as well as providing your agents with a better working experience. However, this automation must be introduced in a thoughtful way, with a clear strategy helping to shape its impact on your business.

The right customer service software can intelligently determine whether an inquiry can be handled with pure automation, if it needs the human touch, or if it can be done with a mix of the two. Contextual routing and sentiment analysis are just two of the features that can help you drive customer engagement and offer a superior customer experience. 

As with most things in life, balance is key, and a combination of automation and human-to-human connection is important to many customers, especially in times like these. And that’s where empathy comes in.

Knowing customers’ needs

To become empathetic, businesses must understand their target customers and recognise which problems they are experiencing. This is fundamental to ensuring they are catering to the right people and trying to solve the right issues.

Customers’ pain points and situations may have changed dramatically since the onset of the pandemic, and acknowledging this is important. Many customers might feel vulnerable at the moment with a future that seems less clear than ever before. So, companies must work hard to deliver the level of service customers need and deserve.  This means businesses must take a fresh look at their audience to identify any unmet needs and be more empathetic towards them as they adjust to a new way of life. This might mean slowing some processes to allow agents extra time to listen to customers on calls or live chats. Customers will appreciate this effort and it will benefit your business in the long run.

But, what about customer service agents themselves? Life may be more challenging for them, too. While more employees are returning to offices, working from home is still recommended whenever possible in many places. Customer support teams can make calls and take part in live chats in their own home; but it is likely to be a very different working environment than the office they’re used to. Businesses should be honest with customers about their new customer support set-up too and remind them that employees are doing their best in unusual circumstances; and thank them for their patience in advance.

The role of omnichannel personalisation

Customers interact with multiple companies on a regular basis. Embracing more personalisation in your customer engagement strategy will help your audience feel more valued as they deal with you. That’s why 44% of consumers are likely to become repeat buyers after a personalised service interaction and 39% will introduce their friends or relatives to the brand.

Fortunately, customer service software empowers brands to deliver a level of personalised service not previously possible. For example, by unifying communications across phone, email, chat and messaging, agents can instantly access the information they need, all in one place. This access to a customer’s interaction history enables an agent to understand their previous issues, what promises were made and what their preferred communication channel is. They’re not greeting the customer cold and asking them to provide previously shared info.

With customer recognition features in place to enable personalisation, support teams can also collaborate and solve problems together, thanks to easy transfer and listen-in options. This reduces the time wasted, and frustration caused, by bouncing customers from agent to agent.

Flexibility and adaptability lead to agility

COVID-19 has forced many businesses to pivot by making quick changes to their operations and processes. Routines that had become established over years (or decades) were transformed almost overnight, as companies learned to adapt to survive. For companies who had already embraced remote work, the transition may have been easier. But businesses with no experience with online collaboration or communication had to learn on-the-go. This increases the risk of delays and disruptions to services — including customer support.

Fortunately, flexibility and adaptability are the cornerstones of remote working, and  embracing the right software solution empowers teams with the freedom to work from any location in the world as long as it has an internet connection.

Agents still have access to all the analytics and customer insights they need to offer a personalised experience, engaging consumers with a service tailored to their needs and communication preferences. This creates a stable foundation to build an efficient, effective, successful customer service network upon — no matter where employees are located.

How intelligent routing manages workloads

Through these trying times there will, no doubt, be fluctuating workloads to manage. Quality customer service software helps agents to cope and to pay equal attention to every communication channel. Employees can monitor all relevant channels in one place rather than switching between them again and again. This reduces wasted time and boosts efficiency.

Additionally, as intelligent routing prioritises inquiries based on their importance, agents are unable to ignore more complex interactions in favour of more straightforward ones. As a result, customers won’t be left waiting for a response while “easier” issues get addressed sooner. There’s also less risk of making genuine mistakes that frustrate customers — even for remote agents.

Lastly, businesses can expand their customer support teams to accommodate an increase in demand in a more cost-effective and fast way. They can set new agents up and increase efficiency without trying to find more office space.

As we near the last quarter of 2020, there is no doubt that it continues to be a tough environment for businesses to operate in. To survive and thrive, organisations will need to focus on developing and delivering the right kinds of customer communication strategies that drive customer engagement and loyalty.

The strategies discussed, along with the right customer service software, can easily be incorporated into regular business processes and improve customer engagement, regardless of where customer service agents may be located. By Mads Fosselius, CEO and Founder,Dixa

Author

Nell Walker

Published

20 July 2020

Estimated Read time

5Mins

A new study found that a wide range of streaming services fail to connect with consumers on an emotional and psychological level.

TV subscription brands consistently show ‘narcissistic’ tendencies, which can erode subscriber trust and ultimately make them disloyal, according to a report launched by Singula Decisions.

The new study – ‘The Psychology of a Subscriber’ – found that a wide range of streaming services, in both entertainment and sports, fail to connect with consumers on a deeper emotional and psychological level, by:

  • Not understanding the fundamental drivers motivating a subscriber’s behaviours and interactions
  • Invading their boundaries when asking for financial commitment too soon
  • Insufficiently tailoring the service to meet the moods and mindset of each customer
  • Creating ‘avoidant’ or ‘ambivalent’ attachments to subscribers that do not build loyal relationships
  • Ineffectively providing subscribers with the ability to share more about themselves and to listen to their feedback

Psychology of a Subscriber

The qualitative study, conducted and authored by Qualitative Researcher, Accredited Psychotherapist and Director of QualiProjects, Jennifer Whittaker, and Business Psychologist and Researcher, Katharina Wittgens, explores subscriber attitudes towards TV brands in the UK and US, gaining a deep understanding of how consumers think, feel and behave throughout the customer journey. 

Whittaker, says: “Many brands do not listen to subscribers, nor do they create a safe enough space for subscribers to come forward and give more. In fact, brands often have unconscious narcissistic tendencies and are blinded by the belief that customers are only there to serve, by giving ‘strokes’ to the ego – aka money to the account – and helping to build a good reputation. Unfortunately, brands cannot know subscribers until subscribers give more. But subscribers will only give more if they trust, and they’ll only trust if they don’t feel forgotten.” 

Part 1: Acquisition

This first report in a three-part series covers the acquisition phase of the customer journey. The research found that dissatisfaction and suspicion can begin from the moment a subscriber ‘joins’ a service, if asked to hand over financial information or commit to the brand too soon. While subscribers are at their most enthusiastic in the first months of engagement, brands rarely take advantage of their potential to become advocates. 

Commenting on the findings, Bhavesh Vaghela, CEO of Singula Decisions, adds: “We recognise how tough it can be to build a strong brand and grow a TV subscription business as consumers continue to dip in and out of services every month. We have seen strong consumer brands being created in other sectors such as retail, ecommerce and banking; consumers are loyal to these brands and TV subscription businesses are behind this curve.  Brands must think differently about how they build a service and experience that best suits the needs of their customers – and do a better job to emotionally connect with their customers to build trust and loyalty.”

Death of the demographic?

Bucking the trend of demographic differences, the study found that at the acquisition stage there weren’t huge variations in needs and experiences between age groups. From Gen Z to Baby Boomers, subscribers of all ages said they felt a sense of being ‘pushed by TV brands to commit to the platform financially or share private information. Both UK and US consumers also emphasised the need for a variety of content; American respondents search for unique content that is frequently updated, while British viewers seek value for money based on choice and options for the whole family. After joining the platform, subscribers felt brands were nowhere to be seen, without guidance on how to use the service or how to connect accounts with friends. 

Best practice opportunities

The findings do indicate, however, that brands willing to listen and take time to truly understand their customers, can build trust and loyalty. The report sets out nearly 40 best practice recommendations that can help brands to offer a simultaneous sense of both freedom and connection that subscribers crave in order to feel comfortable to share more of themselves.

Building a relationship that goes beyond a transactional one will have a huge impact on consumers who are faced with more choice than ever. brands that take a lead from other industries, such as retail, ecommerce, and banking, and seek to connect with their customers on a more emotional level, can emerge much stronger.

For more information and to download the full report, visit https://psychologyofasubscriber.com.