Optimizing customer engagement

Achieving great results in your marketing, especially in a tough market where marketing expenses are one of the first cuts to be made, may sound like impossible

When consumers contact an organization, whether a communications company, financial institution, retailer or otherwise, that organization has already incurred a cost, simply by answering the phone or putting up a Web site. The challenge is how to more effectively convert those interactions into opportunities for a sale.

In order to do this, marketers need to change their perspective and let the customer history, market analysis and business objectives drive the touch pint to a higher level. To achieve this level of customization, aligning with individual customers, it can be a challenge to put in place on a broad scale, especially while also integrating with existing infrastructure, but it must be done in order to make each customer touch point count.

You need to take the elements of the customer engagement model, such as channel, content, cost and competition. Additionally, this approach optimizes all aspects of the offer mix, whether through Web, call center, e-mail or SMS.

With an integrated process, your brands can increase conversion rates go up, identify qualified leads easier, improve retention and increase overall satisfaction levels by engaging consumers. Marketing cost is limited because it can be is aligned with customer interactions that are already taking place. Positive feedback from the customer service rep to the end customer receiving the targeted message, should reflect a simple, yet effective, implementation.

Today, each customer is looking to satisfy their own individual needs, showing how they are not a simple static on your stat sheet. Thus, neither should you in your approach toward the customer.


Larson note: You need to make everything count. And push them in a integrated fashion so that 1+1+1=6. A multichannel makes a difference, a big difference in everything. Lock your attack to feed off each part and your results will start to skyrocket.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
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P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

P.P.S. We are offering 2 free ½ hour consultations per week to talk about marketing for businesses. Call or email to get your spot to pick my brain for 30 minutes today.

*Source: Diane Lucero