Many organizations view customer service as an important way to differentiate themselves from their competitors. However, as the number of communication channels and devices increases, so does the challenge of engaging consumers effectively and delivering consistent, contextual, and personalized service across them.

What is customer engagement optimisation?

Customer engagement is the level of interaction that an individual chooses to have with an organisation over time.

Customer engagement should not be confused with customer experience, since engagement encompasses an ongoing relationship with a product or brand, as opposed to an experience at a single point in time. It’s also important to note that customer engagement is proactive.

Customer engagement optimisation is about providing fast, efficient service that’s highly personalised and delivered consistently across whatever combination of channels a customer chooses. It means anticipating customer needs, explaining products and services effectively, and building a rapport with customers by reaching out to them proactively to solicit their feedback and opinions — and acting quickly on their input.

By engaging customers effectively, organisations can gain competitive advantage, increase customer loyalty, enhance revenue, and better manage their operational costs.

What are the challenges with optimizing customer engagement?

Even though they may recognize the link between customer engagement optimization and better business outcomes, many organizations struggle with developing and implementing customer engagement initiatives for a variety of reasons:

  • Customers can select from a variety of channels—and may use multiple channels—to complete their interactions. They expect a consistent, personalized, and seamless experience, regardless of the number of channels and devices they choose.
  • Customer interaction data is often siloed in different systems, knowledge bases, and functional areas within the organization, making it difficult to systematically collect, centralize, and share with other groups internally.
  • Customer service employees may be overwhelmed or preoccupied by the systems and data required for them to deliver service, or unsure of the next best actions to take to make appropriate, contextual suggestions during interactions.
  • Organizations often lack a practical means to analyse large amounts of structured and unstructured data resulting from customer interactions to surface customer sentiments, rising trends, competitive advantages / disadvantages, and other information for timely decision making.
  • Cost-containment initiatives have led many organizations to adopt a service model based primarily on IVR and self-service options, rather than on personalized service.