Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Customer engagement is evolving, study finds

The company's 'Customer Engagement and Today's Consumer' survey examined how consumers seek information from brands across social media channels, in addition to engaging with a brand, which channels are believed to be the best way of communicating with a brand, and the power of being a part of an online community. It concluded that, across the board, most brands need to better understand how customer engagement is evolving from traditional channels such as toll-free phone numbers and email to multiple social media channels.

"Our goal was to connect with consumers to discover their preferences for engaging with a brand," explained Roger Huff, Accent's director of social media & digital strategy. "The survey showed that brands need to pay more attention, anticipate consumer's needs, and create natural conversations across all channels, especially social media."

Among the key findings from the report:

• 72% of consumers only want to interact with the brand when they comment on social media channels.
• 82% use Facebook to speak with a customer service representative.
• Two thirds of consumers use Facebook to find good deals and promotions, including 80% of Baby Boomers.
• More men (34%) than women (25%) use Twitter to speak to a brand they have purchased a product from.
• 75% of Millennials find it helpful when other customers/followers respond to a question or comment posted on a brand's social media channel, compared to 55% of Baby Boomers.

It appears that consumers behave very differently across channels and, if brands are to create customer engagement that drives ongoing customer loyalty and creates true brand advocates, it is important for CMOs to understand their customers' behaviour through all of those channels.

"To be a part of the conversation, CMOs need to have a social strategy in place to build a trusted relationship with their consumers and within their social community, ultimately creating a lifetime of engagement on social channels and in person," concluded Accent's chairman, David Norton.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)