Engagement is what counts30 June 2014
Customers are no longer passive recipients of ‘push’ marketing’ and actively seek out companies that engage, listen to and act on, input from customers and prospects. Gone are the days of mass marketing, hoping to engage a small proportion of consumers with an offering that is suitable to them but not the vast majority. There is a growing expectation by consumers that companies use various inputs to make changes to their offering. Customer preferences need to be listened to and action taken to deliver on those preferences. Using that information to target specific consumers is a challenge in itself. But you need to start somewhere, so start by collecting customer feedback from as many sources as is possible.
Question: are you using feedback from social conversations, customer satisfaction surveys, real-time customer feedback surveys, call centres or your own team?
Richard Potton Managing Director Vigil Limited