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Customer engagement is the key to success

03 Apr
Published by gruti
engage customers

In today’s competitive and ruthless market, winning and retaining customers is at the same time the aspiration and the pain for many businesses.  Certainly comparing today’s customers to the ones of twenty years ago is an eye opening exercise. Customers nowadays, thanks to ready available information on the internet and the globalization of the economies, are better informed, more knowledgeable and in conclusion less loyal to the brand.

In this scenario any company who invests capital in marketing activity knows that the benefit of conquering new share of the market will be very volatile since the people will adopt buying behaviours always less predictable making entrepreneur’s life like a roller coaster.

In our experience at Helios Marketing Solutions to counterbalance this drawback, we have invested resources in training or management team in the art of engaging customers and staff alike.

Today I will share with you 4 easy steps and some documentation to read to start to engage all the people around you and ultimately produce more.

The biggest authority on the people engagement theory is the Gallup Organization which was established in 1935 in the U.S. by its founder, dr. George Gallup, and since then has scrupulously studied society in all of its aspect and opinion forming processes.

On Gallup’s websites there is a section dedicated on customer’s engagement that I recommend you to read at your leisure.

These are the 4 steps:

1 Know in depth you customers understanding what they like or dislike and what they intend as good service. To achieve that focus your team in not just sell but to use effective questioning technics when interacting with customers in order to collect precious information. This should be achieve not in a mechanical way but with a warm and sincere interest in those customers as individuals.

2 Respond to customer needs with service rather than discounts. In fact in today’s globalised market there always will be some company offering a similar product to the one you are offering at a fraction of the price. Rarely there will be an organization able to match your outstanding service.

3 After sales relations are key to strengthen the relation between your organization and the customer. Effective, efficient and warm service is key to keep customers engaged. This is the time to prove with your action that your organization is not only interested in their money, but in them as individuals.

4 Keep asking for feedback, even if is challenging, as this also is a testimony of sincere interest in your customer’s opinion.


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