As Marketing Leaders, we are often charged with delivering consistent customer engagement across the many functions within our enterprise. Functional teams operate in silos and each function has their own view of the customer. It can be quite a challenge for Marketing Leaders to influence these disparate functions without having direct control. Building a Customer Engagement Model is an effective way to get functional teams collaborating and focused on delivering consistent customer engagement.
What is Customer Engagement Modeling?
A Customer Engagement Model is simply an action plan that spans every stage of the customer’s journey. It describes the engagement strategies that can be deployed to better engage customers, ensure consistent brand value and guides the delivery of more personalized experiences for your customers.
How to Build Your Customer Engagement Model
Here are 5 ways Marketing Leaders can move from a function by function view of the customer to a company-wide customer engagement model that can be executed across the enterprise.
- Put the focus on your customers
- Deploy a customer first strategy, and address issues from the customer point of view.
- Create customer experience maps and leverage customer journey analytics.
- Use customer surveys as well as social monitoring to keep informed about what is being said about your products, service and your company. Distribute these insights across functional teams.
- Collaborate Routinely
- Many companies hold annual or semi-annual business planning events. Tap into these routine events and incorporate customer engagement model design and optimization.
- Hold cross functional collaborative workshops to devise engagement strategies.
- Establish a Customer Engagement Cross Functional Team
- Assign this team to work together to implement the customer engagement strategies as designed in your Customer Engagement Model.
- Provide adequate decision-making power so that greater execution agility can be achieved.
- Think Total Cost of Customer Engagement
- When investment is needed, look beyond just marketing. View customer engagement holistically and look across functions to effectively prioritize investments that impact customer experience.
- Focus on eliminating investments that support outdated methods.
- Hire a Content Strategist
- Adding value to the customer requires volumes of meaningful content. Centralizing content creation and distribution management can support consistency from the customer perspective– and create efficiencies from the functional team perspective.
Collaboration is The Key to Success
The marketing function is best suited to orchestrate customer engagement for the entire enterprise. Putting the customer needs first and focusing on improving the customer experience gets everyone rowing in the same direction. Of course, effective collaboration across the functional teams is the key. Marketing must provide the strong leadership necessary to achieve function by function consistency in customer engagement.
For more ideas on creating a customer engagement model, download our e-book, Implementing Customer Engagement Across Multiple Touch Points.
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