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The Power of Customer Engagement Management (CEM)

Posted on May 3rd, 2011 by TimClaes

Topic of the week – The Power of Customer Engagement Management (1st article)

This week blog posts will be all about the customer and our view on the customer. A trend is popping up, customer behavior becomes rapidly important for an organisation to truely understand. More and more the customer dictates the law and chooses his/her own way to communicate with your organisation. So questions arise like how can we make it personal and how can we make sure that the customer is engaged. On top of that many front-end channels become available (both on-line & off-line) and the need arises to orchestrate sales cycles across all these front-end channels. This results – as you can see in the picture below – in many new challenges for your organisation.

Shift  to Customer Behavior - Customer Engagement Management - CEM

But once you have recognized these challenges, it allows you to actively work on them and to come out stronger by defining new ways of interaction with your customer. One thing to keep in mind when setting up these new ways of interaction with the customer is that you need to respect the customer journey. First you need to listen to the customer (behavior) by progressively collecting reliable data. Then you can try to understand the customer (behavior), distinguishing individual needs and dynamically segmenting over time. And only then you can start engaging the customer (behavior) by pro-actively proposing interactions in real-time based on the gathered information. The last step is to improve the customer journey, by optimizing & tracking efficiency of the front-end dialogues across channels.

“The basic difference between being assertive and being aggressive is how our words and behavior affect the rights and well being of others.”
(Quote from Sharon Anthony Bower)

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