By Kellsey Ruppel-Oracle on Feb 26, 2013
We all know that successfully engaging customers is critical to an organization’s business success. We also know that engaging our customers is more challenging today than ever before. Over the last decade and a half we’ve seen the advent of the internet and watched as the online channel became a primary one for conducting our business and even managing our lives. And during this whole process or evolution, the customer journey has grown increasingly complex. Customers themselves have assumed increasing power and influence over the purchase process and for setting the tone and pace of the relationships they have with brands and you see the evidence of this in the really high expectations that customers have today. They expect brand experiences that are personalized and relevant -- In other words they want experiences that demonstrate that the brand understands their interests, preferences and past interactions with them. They also expect their experience with a brand and the community surrounding it to be social and interactive– it’s no longer acceptable to have a static, one-way dialogue with your customer base or to fail to connect your customers with fellow customers, or with your employees and partners. And on top of all this, customers expect us to deliver this rich and engaging, personalized, interactive and cloud-based experience, in a consistent way cross a variety of channels including web, mobile and social channels, in the cloud or even in offline ones such as in-store or via a call center. And as a result, we see that deliver on these expectations and successfully engaging your customers is a great challenge today.
And while it’s a significant challenge for organization, there are many benefits to successfully engaging your customers: Engaged customers are more likely to:
- Purchase your products and services.
- Be loyal to a brand over the long term through the purchase of additional products and services.
- Become a brand advocate and recommend a business’s products and services -- and will all know how important customer endorsements such as ratings and review have become today.
- Pay more for a great customer experience. In fact, a whopping 86% of consumers say that they are willing to pay more for a better customer experience.
Failing to engage customers doesn’t just mean losing a sale; it could have a significant long term negative side effect. Failing to engage customers and failing to deliver great customer experiences, companies are doing much more than simply leaving additional revenue on the table. Today there can be real consequences for failing to deliver on customer expectations. Today’s demanding customers won’t hesitate to drop your brand in the wake of a poor experience. In fact 89% of consumers say they will do business with your competitor following a poor experience with you. And the consequences are even higher than losing that one customer to your competitor in today’s social and connected world. Your unhappy customers can easily amplify their displeasure and chip away at your brand‘s reputation via their social networks or through the posting of negative reviews on sites like Yelp or Google Places.
So, how do you use social, mobile and cloud self-service to effectively engage your customers and employees? How do you provide them with personalized, integrated, application-oriented and mutli-channel access to improve satisfaction and productivity? Oracle WebCenter is the engagement platform powering exceptional experiences for employees, partners and customers. It brings together people, processes, and information to deliver social, mobile and cloud based self-service solutions. We invite you to view this screencast as part of the New Business Imperative: Social, Mobile, Cloud Series to find out how Oracle WebCenter allows you to engage your customers, improve employee satisfaction and increase partner efficiency.