Seven key multi-channel strategies for improved customer engagement
While organisations are often quick to promote their online capabilities and highlight their customer loyalty, only a few seriously pursue multi-channel strategies that actively seek to engage their customers in key areas such as mobile devices and social networks.
That is one of the findings in a new report “7 key strategies for improved customer engagement” from web content company CoreMedia.
According to the company’s VP of marketing Rene Hermes: “There’s now clear statistical evidence that engaging in depth with customers across multiple channels pays off for businesses in terms of both growth and profitability – but very few organisations are getting this right.”
The seven strategies set out in the guide focus on the key issues impacting today’s consumers when approaching an organisation – regardless of the channels or devices they choose. The strategies are:
Making sure your website is intuitive on all mobile devices – By 2014, 80 percent of all mobile devices will be 3G enabled – up from 40 percent in 2009
Addressing the customer’s context not just the channel or device they’re using one in four iPhone users, for example, already research products and pricing on their phones
Start a conversation! Invite opinions, ratings and reviews – Online social network users are three times more likely to trust peers than advertising
Unleash the power of self-help! self-service costs a fraction of full service and can even increase customer satisfaction
Always recognise your customer you need to adopt some form of channel-agnostic account management, as over 50 percent of customers aren’t satisfied with the experience they receive when they move from the Web to a phone channel
Use social media if it’s relevant to your customers in 2009, membership of social networking sites rose by 46 percent
Embrace opportunities to create innovative marketing campaigns with the Internet you can market through social networks, and not just directly to individual customers
“In 2010 consumers quite rightly expect and demand a seamless brand experience across all the different channels and devices they use – whether it’s talking to a call centre, online or using smartphones such as iPhones or BlackBerrys,” added Rene Hermes. “However, there’s still a considerable gap between consumer expectations and the actual Web delivery. For enterprises already struggling to deliver a better cross-channel experience across the phone and the Web, factors such as widespread use of 3G-enabled mobile Web devices and the massive growth in social networking usage are already making effective multi-channel, multi-touchpoint initiatives much harder.
“However, organisations that follow the seven basic strategies laid out in our multi-touchpoint business solutions guide will quickly find that there’s real value to be gained by integrating their communications across channels, and matching their approach to user requirements,” he added.
The free report is available for download at www.coremedia.com