By Christie Flanagan on Mar 13, 2012
A couple of weeks ago I was urging those of you in chilly climates to head south for fairer skies while taking in the latest thinking on customer engagement at Gartner’s conferences in Orlando this week. How was I to know that the Gartner Portals, Content and Collaboration Summit and Garner Customer 360 Summit would both coincide with a week of unseasonably warm and spring-like weather across the northeastern United States?
At any rate, those of you who made it down to Florida for Gartner’s event this week, may have had the opportunity to catch Oracle WebCenter’s Vice President of Product Management and Strategy, Loren Weinberg, present on the topic of customer engagement in her session, "Here Today, Gone Tomorrow: Engage Your Customers Or Lose Them." For those of you who were unable to attend the session yesterday, I’ll highlight some of the salient points.
Engaging Customers Isn’t As Simple As It Used to Be
Engaging your customers is a lot more complicated now that everyone is connected through the online channel. The number of mobile device types and the number of people using them have increased exponentially. Information is now readily accessible to most anyone, at any time, on any device, in increasingly varied digital formats. At the same time, social computing has made the online channel a hub for participation, sharing, interaction and community. As a result, providing an engaging experience across the customer journey is an increasingly complex endeavor.
Today’s Customers Have High Expectations
Today’s customers expect you to know who they are. They expect you to recall the details they’ve provided to you on your website, on your Facebook page and to your sales people or CSR’s. They expect every interaction with an organization to be personalized and highly relevant. They expect anywhere anytime access to information and transactions, and they expect to be able to interact socially in all that they do.
Unmet Customer Expectations Can Have High Consequences
When customer expectations are not met, brands get dumped for their competition. And with only a small percentage of customers feeling that their expectations for a good customer experience are always met, it is easy to see why the relationship between brands and customers often flame out. And today, individual customer service failures have the ability to snowball. An unsatisfied customer has the ability to easily share their rancor with their entire social network and chip away at your brand’s reputation.
Engagement is the Key to Gaining and Retaining Today’s Customers
Engagement has really become the key to gaining and retaining customers. Today’s empowered customer is in the driver’s seat. And the only way to attract their attention and keep it, the only way to cultivate and maintain relationships with them, is to engage them in meaningful ways along the customer journey.
Delivering contextually relevant, interactive and multichannel online experiences is now essential for converting prospects into customers and for engendering long term loyalty. A one-size-fits-all online customer experience is the way of the past. Companies today must deliver personalized and contextual experiences to their customers, with information that is specifically tailored to their needs and interests, anytime and anywhere, whether on the desktop at the office, the laptop at home, or on any of the thousands of different mobile device types customers carry when they are on the go. Additionally, companies must foster a social and interactive online experience by enabling customers to contribute, participate and share their experiences.
Optimization is Essential to Successful Customer Experience Initiatives
And finally, optimizing engagement across this increasingly complex environment is critical to effective marketing and customer experience management initiatives. However, successfully using the web to drive these initiatives is more challenging than ever before. In order to succeed in optimizing online engagement, organizations require the help of technologies that can offer a means to manage a multi-channel online presence with ease, including targeting, multiple geographies, social elements and much more, and this must be integrated with their systems for managing customer data. Then a layer of analytics and optimization must be applied to understand the customers’ journey and what will help them successfully accomplish their goals and be delighted by the service they receive.
While the Gartner Portals, Content & Collaboration Summit draws to a close today, there is still the opportunity hear more about customer experience from Oracle at Gartner Customer 360 over the following days. Be sure to follow the #gartnercrm and #webcenter hashtags to learn more.