February 20, 2013
The Circle of Life: Customer Engagement as a Cycle
BY Shirley Robinson IN Uncategorized 0 CommentBack in January, we wrote a post about developing tools and processes geared toward “listening” to your customers. We established some main areas of need for companies wanting to establish a culture of proactive engagement:
- Well-crafted listening tools
- An efficient process for dealing with communications and turning over solutions
- People who care about building relationships
What are the goals of a customer engagement cycle?For us, proactive listening has several different functions that directly affect the health of the company. We can choose solutions by considering each function specifically:
- To remain in contact with customers–following through on issues is part of the customer service process, even outside of any concrete gains to the system
- To improve the system in ways that we wouldn’t think to
- As system-level quality control–giving us an idea of where problems tend to cluster tells us how robust the system is in general. We can then target those areas more heavily for improvement.
- To gauge the popularity of suggestions; this helps us figure out how to deliver a product a lot of people want.