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Thursday, July 7, 2022

Designing Your Customer Engagement Strategy by Laura Patterson * [42]

How would your customers categorize their experience with your firm? A Forrester Research study that shared the findings from interviews with more than 4,600 U.S. consumers about their interactions with 133 companies across a variety of industries revealed that ONLY 13 firms received “excellent” ratings, while 45 were rated either “poor” or “very poor.” Clearly the results suggest improving customer experience and customer engagement will drive better business results.

Defining Customer Experience

Forrester categorizes the customer experience as the sum of three elements: meeting needs, being easy to work with, and providing customer enjoyment. The more complex your internal processes and the more interconnected technologies you have, the greater the opportunity to negatively impact the experience. Companies who are too internally focused, struggle the most with improving customer experience. To affect customer experience and engage customers you need to be a customer-centric organization. Customer-centric organizations evaluate processes, technologies, personnel, and decisions in terms of the impact on their customers and recognize that customer experience and engagement can be a valuable differentiator in the market.

Customer Experience

How do your touch points impact your customer’s experience?

Earn High Marks

Companies who achieve high marks for customer experience generally have invested in cross-channel alignment, established customer-centric metrics, and have a customer-centric culture. These organizations recognized that a positive experience is the responsibility of everyone in the organization. The organizations objectives, strategies and metrics are aligned in order to facilitate the customer experience.

Customer-centric companies have mapped all the customer touch points and are committed to improving touch point effectiveness. Studies suggest that few companies are good at mapping their customer touch points. Mapping customer experience across all touch points has a tangible impact on the ability to engage with customers. Companies who have mapped the customer touch point process feel this approach has positively affected the success of their customer engagement strategy. Mapping customer touch points is something any company can initiate.  Improve your touch point effectiveness with our Touch Point Effectiveness Workshop.

Four Key Elements to Delivering the Ideal Customer Experience

When it comes to metrics, customer-centric companies monitor customer metrics such as engagementloyalty, retention, growth, and on-boarding for new customers.  Research suggests that the ideal experience fulfills four key elements:

  1. Convenience: An enterprise needs to deliver on ease of contact, short wait times, through any channel the customer prefers
  2. Competence: Humans or self-service tools need to have fingertip access to all necessary information and be consistent across all channels
  3. Personalization: Companies and their web sites must recognize and remember the customer, and use existing information about them appropriately
  4. Proactivity: A company must proactively reach out whether by phone, text message, or other channels. The topics range from a simple follow-up to informing the consumer about relevant products and services (while still respecting the need for permission and being mindful of customer preferences).

While improving customer experience and engagement won’t cure all the problems your company is facing, it is a pivotal opportunity. Customers are becoming increasingly intolerant of poor customer service. Customer engagement is seen as being about creating relationships which result in value both for customers and for organizations. Research by E-Consulting and Cscape found that a customer engagement strategy increases long-term customer value and the value delivered to customers.

Develop Your Strategy

After you take a look at your current capabilities and map your customer touch points, you can begin to develop a strategy that will enable you to create the ideal experience and improve engagement with customers. To deliver an ideal customer experience, it is important to have a well thought out customer experience and engagement strategy. To be successful the strategy will need to address customer interaction in all its forms (web, phone, etc.), personnel skills, infrastructure to support customer-centric processes and data collection, business process, and customer-service and engagement data.

Laura Patterson is a marketing practitioner, consultant, writer, and speaker. Contact her at Also, check out Laura's other articles [22 & 38] on the Customer Value in the Now Economy blog.


  1. I run my own business and often times we like to over complicate how to deliver quality customer service and really connect with your customer. Often times its necessary to take a step back and think about how you like to be treated from a consumer stand point and thats something that this article really capitalizes on.

  2. I think this post provides excellent explanation on the importance of customer satisfaction, as well as the criteria to enhance customer experience. A lot of beauty related businesses now provide personalized services and recommendations to their customers to increase their engagement.

  3. As someone that studies entrepreneurship and wants to run her own business one day, this post is very relevant. Customers are the most important part of ones business because without them, there is no business to run. Therefore, learning the key elements of customer engagement is crucial in order for your customers to have a good experience (hence become loyal customers).

  4. People often do not realize how important customer satisfaction is. They focus on their own brand hoping the customers will like it. Focusing on the customer and making things easier for them will definitely bring them back.

  5. It is so important for customers to feel valued and known - in a way that they can relate to the company. This is why I particularly agree with personalisation as an effective way to deliver a better customer experience.

  6. It is so important for customers to feel known. Customers want to feel a relationship with the organisation, product or service. How it is similar to them or how it betters them. This is why I think personalization is so important to delivering effective customer experience.

  7. Customer service is something so important and overlooking our society today, and I think by coming up with a strategy to have the best customer service is key to amazing business. As humans, we thrive with other humans and how we treat each other, and it's extremely effective to have the people that allow your business to thrive being happy.

  8. This piece, in my opinion, gives a great explanation of the significance of customer satisfaction as well as the standards for improving the customer experience. Customers are a very important and releveant tool that helps a company grow, or fail. The expalnations on this post are very interesting and clear.

  9. This was a great read about customer satisfaction and the importance on making customers happy. Today, customer satisfaction to a company is one of the most significant concepts the company wants to achieve. Working as an employee for a company, the main thing for me was to maintain the customers satisfaction and this post gives a great explanation as to how to do it and why its so important.

  10. As a worker for a company now, I oftentimes have to contrate on maintaining customer satisfaction. It is one of the most important things you need to do in a company, in my opinion, and this post gives a great explanation on how to do that and why it is so important.


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