Customer Engagement Management
Triadic Group is committed to and a big believer in the value of Customer Engagement Management (CEM) for both customers and the organizations that seek to serve them. It can provide the basis for customer-satisfying behavior and profit the organization at the same time. Of course it has been driven in the last few years by the customer’s desire to have an omni-channel relationship with an organization, and yet it goes beyond the channels of communication. Through data analytics and other tools it can forge new dimensions of a relationship and create significant short and long term value.
CEM is an approach and process used by businesses to interact, manage and optimize their customer relationships. CEM spans the entire customer life cycle. Understanding how and when the customer wants to interact with an organzation is the first step to interacting with a customer in a productive and profitable way. Defining their wants and needs, in addition to their choices for communication, channels, and self-service capabilities is a continuous process. Just as a customer’s needs change during their life-cycle, so do their preferences for communication, frequencies, and forms of engagement. Multi-layered programs (satisfaction feedback survey emails, outbound calls, direct mail, and focus groups) have to be deployed, rigorously managed, audited and optimized.
The channel support side of the engagement (i.e., live phone agents, social media, web, chat, and email support agents) must also be rigorously trained, managed, coached, motivated, ranked, and reviewed. Non-agent channels (e.g.,web, self-service IVRs) must be reviewed continuously for customer/user feedback, with teams assigned to complete requirements. Customer-facing staff should regularly participate in calibrations sessions, and customer focus groups, ensuring consistent service delivery. Understanding customer issues, wants and needs is an equally important responsibility for an organization if it is going to have an effective customer engagement management program.
The data that is gathered on customer preferences and behaviors can and should form the basis for increasing customer retention and improving overall sales performance.
In order to develop and sustain effective CEM there are two critical subcomponents that must be developed as well, employee engagement and client engagement.
Without these two processes CEM cannot function optimally.
Measured through data analytics and other tools, and when executed effectively, agent and client engagement can help forge and support new dimensions of a relationship with the corproate or outsourced provider (OSP) and create significant short and longer-term customer loyalty, advocacy and other value.