Many marketers, are very confused about what Customer Engagement Strategy (CES) really means.
CES involves defining a customer engagement vision or customer engagement direction.
Your CES has to include all these elements: a Customer Engagement Vision, a clear understanding of your Current Customer Issues and Opportunities,Clear Customer Engagement Goals, a Set of Actions and Performance Evaluation that will help you to achieve your business goals and reach your business vision.
The key elements of an effective CES:
As a brand or agency, choosing which types of CES to adopt can be tough. Not only are there so many ways to interact with customers from which to choose, but making the wrong decision can result in additional business problems instead of solving a specific business problem.
Want your business to be a success? Set your CES up to succeed
For CES to excel, be effective and different in the marketplace, there needs to be an ongoing focus on fostering an environment where customer engagement is valued and a part of the corporate culture.
For any successful CES, that truth is that you need both Strategy and Execution. Your team may know exactly what is the new CES direction to pursue but they need to be supported.
Success is not about how you think, but about how you THINK and what you DO.To succeed in today’s rapidly changing marketing world you have to focus more on developing powerful, relevant and meaningful customer interactions, and less on executing your old success formula. You need new thinking supported by the right team and processes.
Now, you need to able to devise practical actions capable of overcoming core customer challenges in the pursuit of satisfying your business goals. You need to turn your strategic thinking into an effective CES (Actions). You are the engine of your CES and adapt to the new expectations of your customers.
What is your Customer Engagement Strategy (CES)?Share your thoughts in the comments.
Ivan Fernandes, Founder and Managing Director at Digital Business Partners