Technology has made it easier for businesses today to communicate with their customers than ever before. It is ironic, then, that communicating meaningfully seems increasingly to be a lost art. Automation technology expert Steve Lucas believes customer engagement is never static but a combination of attentiveness, anticipation, and quick responses. He tackles the issue in his book, Engage to Win.
Lucas emphasizes the importance of recognizing engagement as a factor in constant flux. "Engagement is an ever-changing process," he writes. "You can't just take a snapshot of what a customer thinks or what someone wants, draw a conclusion and then move on. You have to constantly measure your customers' values, their wants, their needs, their desires relative to the journey that they want to have and, as a result of what you learn, you need to constantly fine-tune your business and your values."
There is no doubt that it is incredibly difficult to stay consistently engaged and Lucas acknowledges as much. He suggests that experience is the differentiator between companies that overcome this challenge and those that do not. He supports his assertion by comparing the engagement models of online retailers like Amazon with that of brick and mortar retailers. While the former begins the client engagement process through inbuilt algorithms as soon as a user logs in the latter must rely on staff who are generally unenthusiastic.
There is simply no comparison between constantly-learning artificial intelligence and understaffed physical stores. As data collection and interpretation methods improve, the disparity between the two is only going to become more pronounced. Organizations that adopt this customer engagement tool will strengthen their client relationships and establish a solid foundation for success.