While a satisfied customer might talk about your product with three people, a dissatisfied one will talk about it with 10. For a long time, the manufacturing industry’s focus was on product and efficiency. Slowly companies are starting to understand the importance of putting the customer first. Especially now that competition is increasing due to globalization, businesses need to pay attention to customer intimacy in order to acquire new customers and retain existing ones.
Companies that excel in customer intimacy combine detailed knowledge about their customer base with operational flexibility. That way, they can respond quickly to almost any need, from customizing a product to fulfilling special requests. As a consequence, these companies engender tremendous customer loyalty. It goes without saying that they have more interaction with customers than just sending their monthly invoice.
The classic combination of Excel and Outlook is no longer enough to understand and act on changing customer needs. Every interaction is a moment of truth, in which you deliver your brand promise – or not. To stay on top of your game, it’s essential to use the possibilities of modern technology.
Its strength lies in capturing every moment of contact, from a sales pitch to a complaint, in a centralized system accessible to every stakeholder. Customer Engagement allows you to keep track of every interaction, and provides you with up-to-date information about your customer base at your fingertips. As a result, you’re aware of sentiment and can be of service quickly and personally. It’s also possible to systematically build in contact moments to not lose sight of any customer.