February 9, 2015
Forrester’s Kate Leggett recently argued that businesses that were genuinely engaged with customers were those involved in, “proactive engagements - anticipating the what, when, where, and how for customers, and prioritise information and functionality to speed customer time-to-completion.
“For example, customer journeys can be monitored, and insights can be used to proactively trigger an outreach via an invitation to chat or co-browse, or an offer or coupon, or a multimedia tutorial, at the right time when assistance is required.”
And it is this point that provides the reason why businesses are having to assess their technological capabilities for being able to deliver on the engagement process, and the reason customer engagement is such a hot topic for 2015.
Greenberg explains: “In a telling survey done by McKinsey in July 2014, they found that 63% of their corporate respondents felt that customer engagement was one of their top three things that they were concerned with.
“Bluewolf, a Salesforce partner in their annual State of Salesforce report found that 53% of the hundreds of Salesforce customers that responded are investing in customer engagement programs. These are mere indicators of a tip of the iceberg when it comes to customer engagement. This is not only a trend for 2014, it will carry on into 2015 and probably for the next decade.”
