What do you consider the best customer service experience? If you ask the same question of the person sitting next to you – will you both have the same answer? Chances are you will not, which puts the company you’re doing business with in an awkward position – pleasing everyone all the time.

The stressed out individual will often recite the phrase – “You can’t please everyone all the time, so just please yourself.” In the commercial world where you have to depend on happy customers to buy your products, such a statement won’t ever fly. The key is to understand their personal desires and what they want out of the perfect interaction.

The best way to accomplish this is through engagement. If you can get the customer engaged in conversation, you can understand their concerns, desires, wants and needs. You can capture this information in your database and design campaigns around your findings. You can also structure your approach to their needs according to the information they provide.

While it sounds like a challenging mountain to climb, the reality is you already have a number of resources in place to capture this information. If you have a Facebook page, you have likes and connections from individuals who are interested in what you share. If you have a Twitter (News - Alert) account, you have followers and those who are designating a post as a favorite or sharing it with their own followers. You may also be receiving direct messages about a problem or issue that needs to be addressed.

If you’re running a call center where you actively interact with live customers, you have the opportunity to capture those interactions with recorded calls. You can then mine the information captured to see whether or not a script is working, what customers are asking for on a regular basis, most common complaints or compliments and other information that serves as business intelligence. When you use this information to engage your customers, you can improve interactions, drive conversions and optimize outcomes.

Astute even believes customer engagement can be effortless. To extend the concept, the company is offering a free webinar, Creating an Effortless Customer Engagement on September 25 at 2:30 p.m. EDT. If you’re ready to take customer engagement to the next level and ensure every interaction is a valuable interaction, this is one event you won’t want to miss. Register for your spot today.