Customer engagement strategies have a major impact on business success. A recent PwC survey found that when shoppers feel recognized and appreciated, they are willing to pay up to 16 percent more for products and services, and are more likely to remain loyal to a brand. The survey also asked consumers around the world whether bad experiences would drive them to do business elsewhere. Almost half said they’d stop purchasing from a company after several bad experiences and, for about 30 percent, it would only take one bad experience before they stop interacting with a brand.
As important as a solid customer engagement strategy is, businesses make some all-too-common mistakes that make it impossible to execute it successfully. Avoid these missteps when collecting and managing customer data so you can effectively build accurate customer profiles, a single source of truth, and, ultimately, customer satisfaction.
Customer Engagement Strategy Mistakes
Data silos between departments and systems
Enterprises digitally transforming their operations deploy new systems and applications, but they don’t always ensure that software shares data seamlessly with other solutions. In some cases, businesses rely on manual uploads for data sharing, routinely creating a lag between customer activity and related data in the system. As a result, there can be gaps in service and, unfortunately, poor customer experiences. Furthermore, the larger the company, the more serious the problem. For example, if a leading retailer’s loyalty program is offline for a week, 10,000 people may not receive their rewards or have access to an accurate point total when they log into their accounts.
The solution is to create a fully integrated IT ecosystem that automatically shares data in real time, meeting consumers’ expectations for up-to-date information.
Lack of…
