Omni-Channel Customer Engagement Article

Because of technology, business is always changing. This is especially true when it comes to the mobile revolution, which is shaking up the fundamental equation of what it takes to achieve business success in 2015.

While productivity improvements have long been a key to business success, some business pundits now are starting to suggest that customer engagement is even more important.

A recent BlueWolf study found that 84 percent felt that customer engagement would replace productivity as the primary driver of growth. McKinsey, a consultancy, also claims that 56 percent of respondents to a survey on what is top of mind for companies find customer engagement in the top 10.

That’s because most efficiencies have already been discovered and patched, and the mobile revolution is changing the customer relationship in a big way.

Customers both have more choices than ever before, thanks to the Internet, and more product information. Customers are savvy and know they are in the driver’s seat.

This means that businesses need to cater more to customers, and deliver a customer experience that clearly meets needs and also makes the purchasing process pleasant.

Part of this is listening more to the customer.

Forrester (News - Alert), a consultancy, reports that buyers say 80 percent of the agenda is focused on the seller. A third of sellers, according to Forrester, are

mostly listening to keywords to then launch into a prepared pitch. Delivering a good customer experience means paying attention to customer needs more.

It also means engaging with customers where they communicate, which is where omni-channel customer service comes in. Customers want to interact with businesses the same way they interact with friends, and that means through chat, SMS and social media, not just telephone calls (who calls these days, anyway?).

Sellers who leverage social media have a 31 percent higher quota attainment, according to the Aberdeen (News - Alert) group.

So like it or not, it is time to adjust business strategies again. The world of business is changing, and a good customer experience is the new name of the game.