20/04/2015

By Dennis Fois, CEO of customer engagement specialists, Rant & Rave


Customer Engagement is an increasingly popular topic in today’s business world, but a lot of brands are merely paying lip service to it and not doing enough to actually engage their customers. But what does this mean? Well, by not doing anything to engage your customers, it’s only going to result in unhappy customers, and what will they do? Complain.

It may not be possible to completely eradicate complaints altogether, there’s always going to be something that goes wrong, or that gets in the way. But, the good news is that if brands can resolve issues quickly, before they escalate, it’s much less expensive to resolve a complaint - 89% of customers who have had their complaints resolved quickly by a business say that they are more likely to continue using its products or services.

So what do brands need to do? They need to make sure that the entire Customer Journey is focused on ensuring that the customer is as happy as possible, and ensure that any comments or feedback are taken into account as quickly as possible.

However, exceptional Customer Engagement doesn’t happen by accident and, unfortunately, there’s no ‘one-size fits all’ methodology when it comes to keeping your customers happy. But by engaging your customers in the right way and at the right time, you can deliver an experience they won’t forget in a hurry.

So here are three top tips that will help you deliver an exceptional Customer Experience, and will reduce the risk of customers complaining!

1. Use Proactive Communication to engage customers at the right time.

If you can keep customers informed and engaged throughout their journey, you’re off to a good start. By giving customers all the information they need before they have to ask for it, you can reduce customer effort and improve their overall Customer Experience. By doing this, you don’t just reduce the cost of complaints, you can almost eradicate them all together. Okay, maybe a slight exaggeration, no-one can be perfect all the time, but by following this simple tip, you reduce the likelihood that customers will have anything to complain about.

2. Your Customer Engagement Strategy needs to be Multi-Channel

Technology is now everywhere, so gone are the days where face to face meetings or snail mail are the only ways to get in contact with your customers. So, make the most of it! Allow your customers to contact you in whichever way is the most convenient for them. This, again, reduces customer effort and improves the Customer Experience.

3. Use their Customer Feedback and make sure you ACT on it!

Your Customer Engagement strategy needs to go further than your initial interaction with your customers. Keep customers engaged after they leave the store, check out of their room or hang up the phone by asking for feedback immediately afterwards, when their emotions are at their strongest. This way, they’ll be much more likely to tell you how they really feel.

Not only will this show you as a brand that genuinely cares and listens to the Voice of the Customer, but you can use the insight gathered to make vital improvements to your business in real-time!

By incorporating each of these tips, you can make sure that the Customer Experience you’re offering engages your customers in the right way and at the right time, which will boost Customer Satisfaction and mean that your customers will be less likely to complain about your service.