Digital Engagement: Customers as Partners

Customers as Partners
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Engagement is neither a marketing gimmick, nor a product design process. It is a partnership with the most creative, insightful, connected and knowledgeable stakeholder in your business, which is your customer. This partnership aims to empower the customer in order to enhance both brand and product/service.

Engagement: Customers as Partners

 

Engagement is neither a marketing gimmick, nor a product design process. It is a partnership with the most creative, insightful, connected and knowledgeable stakeholder in your business, which is your customer. This partnership aims to empower the customer in order to enhance both brand and product/service.

 

In this time of economic downturn, customer engagement has become a strategic advantage for companies who want to survive. These are the companies that keep asking themselves “How can we improve? And how can we keep our customers?”

 

Today’s driving force behind engagement is technology in terms of devices and connectivity. The Internet offers new platforms for better engagement as well as methods that monitor customers and their changing habits and views. Its ubiquity enabled people to be online anytime and anywhere.

 

On the other hand, advances in digital technology created a medium so fragmented that it’s tough for brands to connect with their customers. It is not as easy as it used to be in the age of television, radio and the printing press, but there’s no doubt that the rewards are bigger, and he experiences more vivid.

 

Engagement is a set of repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand. The importance of the word investment cannot be emphasized enough, people are far too busy to dedicate some of their precious time to brands. Only by creating a partnership with customers will they dedicate time to interact with brands.

 

Companies that emphasized on leveraging their customer engagement showed positive changes in customer loyalty, revenue, public image, market share, profits, employee satisfaction, business predictability as well as reducing costs in marketing and customer service. And most of all, open conversations generate learning for both company and customer.

 

Engaging customers will populate feedback that will bridge the gap between their needs and a company’s delivery. The measureable data can be used to manage performance and enhance experiences, and the esthetic capabilities of online media turn the brand experience into a memorable one.

 

Meet other experts on the topic, and check out their ideas in the following video: http://bit.ly/1a04Ke1

 

Interested in finding out more about building a creative economy? Be sure to attend the MA Innovation Management Grad Show June 19-23 at Central St. Martins College of Arts & Design.