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Study reveals New Rules of Customer Engagement

Drawing on international research conducted by Opinium - where global consumer demand for quick and convenient service emerged as a primary driver of satisfaction - the following rules of engagement emerged for helping drive successful and meaningful customer experiences:

1. Meet the needs of the customer. Arm the organisation with the right information, tools and processes to provide the speedy service that customers demand.
2. Make it easy to engage. Offer a range of ways for customers to contact the organisation to provide flexibility and meet the demands of a diverse customer base.
3. Avoid relying on discounts and loyalty schemes. Only an average of eight percent say offers and rewards actually make them more loyal.
4. Going the extra mile will pay off. Creating memorable experiences are more likely to be rewarded by brand champions telling friends and family, sharing on social media and writing positive reviews.

To address these rules of customer engagement, Ovum outlines how businesses can put them into action in a report titled Customer-Centricity: The Rules of Engagement. Ovum's advice on how to implement the rules cover visionary leadership, having empowered and engaged employees that work collaboratively to support the customer-centric approach, developing omnichannel capabilities, and creating adaptive, simplified processes and IT systems that underpin the entire operation.

Jeremy Cox, principal analyst, customer engagement at Ovum commented: "The biggest challenge for any business to remain competitive is to be persistently relevant to customers. The rules shouldn't be seen as a one-time solution. To succeed, companies must sense, respond and adapt to customers and their changing needs on an ongoing basis. Incorporating the rules isn't a quick fix. It's complex and involves significant transformation as part of a long-term strategy."

"We've identified a compelling call to action from consumers, and businesses are called to respond in order to excel," added Nick Nonini, managing director EMEA for Verint. "Getting the basics right is critical to satisfy a demanding and digitally-savvy customer base. Successful customer engagement means embedding a customer-centric culture across the entire organisation. Above all, businesses must have strong leaders and the right people with the right skills in order to follow the rules and keep customers loyal."

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

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With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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