Vijay, one of our listeners, drew my attention to a deficit in my content regarding customer strategy. He asked if we had anything on customer engagement. After a search of both my hard drives (computer and memory), I realized that I didn’t. To remedy this giant hole in our content, we recorded this podcast.
Now, part of not having any content on the subject means I didn’t have a definition ready for the term. However, like anyone would these days, I fixed that with an internet search. I found an excellent one at HubSpot, another great one at Salesforce, and third at Qualtrics. Each of these definitions was unique and oddly familiar. However, together they do a great job of defining the general outline of the concept. To summarize them, let’s say that customer engagement is about interacting with customers in a connected way through a variety of channels to build an emotional connection with them.
In a recent podcast with Customer Experience pioneer Joe Pine, we explored the idea of time well spent. One addition I might make to the combination definition from my previous three sources is to deliver an experience that a customer thinks of as “time well-spent.” Often when customers feel this way about your product, service, or experience, they will recommend it to their friends and family—which is an excellent indication of engagement.
In this episode, we explore the concept of customer engagement and how you can craft a winning strategy for it in your experiences. Plus, we fill a hole in our content to satisfy Vijay’s request and feel better about the job we are doing engaging you with our content.
Here are some other key moments in the discussion:
- 03:53 We share definitions regarding Customer Engagement and how we agree and disagree with part of them.
- 10:44 We discuss how finding a new idea in marketing is essential, so, reengaging old concepts under a new name is fine if it means solid strategy comes back into fashion.
- 17:02 We revisit the idea first shared by Pine on an earlier podcast about how engagement is also about time, from giving it to you to thinking of what was spent with you as a good investment.
- 20:52 Ryan offers his critique about the concept of customer engagement and a common mistake many organizations make when trying to improve it.
- 22:43 Colin share his key takeaways about the concept and how you can apply a practical strategy for engagement moving forward.
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