What is Customer Engagement And Why is it Neccessary?

By: Locobuzz Editorial
Last Update: August 28, 2021
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A Brand's image is primarily based on customer interactions. As a brand, how you engage with your customers and how they perceive your brand, makes your brand extraordinary.

What Is A Customer Engagement Platform And Why Is It Necessary For Interaction?

A Brand’s image is primarily based on customer interactions. As a brand, how you engage with your customers and how they perceive your brand, makes your brand extraordinary. Your competitors may use your features, software, functionality, and sometimes even your strategy, but they cannot replicate the experiences of your customer and how they recognize you as a brand.

Therefore, every brand is determined to provide personalized, constant and relevant communication to their customer across all touch-points to make their customer engagement a top-notch game. Therefore, companies incorporate powerful customer engagement platforms to get a holistic view of their customers

What is a customer engagement platform?

It is a system that helps companies manage, analyze,and optimize complicated customer relationships. Such a platform assists the brand to store all their customer databases and interactions and utilize it to deliver automated personalized messages to the customers through multiple channels and devices.

This ensures the brand’s authenticity to the customers, and they connect with it. The data logged in CEP includes –

Customer’s device
Preferred channel of communication
Purchase history
Emails
Customer support ticket status
Social media updates and activities
Social media conversation
Live chat request
Marketing models
Customer support and help desk
Sales databases.

As a result, enhanced customer satisfaction, sales growth, and retention. The benefits of using a customer engagement platform are –

Uninterrupted and positive experience throughout the customer’s purchase journey.
Solidifying customer’s sentiments about your brand.
Improved productivity, and effectiveness by centralizing all the customer interaction data at one place such as a cloud-based CRM, and automate manual and redundant processes of the teams.
Centralized comprehensive data and insights to help target customers according to their purchase behaviours, likes, interests and preferred channel for communication.
Empowers team collaboration by providing desired visibility in the functionality of all teams; enabling them to address customer needs with one perspective.
Digitalization and automation that helps companies to communicate and engage with the consumers based on their activities and preferences over omnichannel platforms.
Streamline proactive communication and updated information via conversational AI-driven chatbots, email, and FAQs with potential customers.

Why is a customer engagement platform necessary for interaction?

A successful customer engagement leads to customers’ response to a campaign, referrals, or purchasing a product. However, customer engagement is more than communicating with customers, it’s about customer loyalty and establishing a long-term customer relationship with the brand. It can be measured in four attributes – Active, emotional, rational, and ethical engagement.

Accordingly, companies can determine their response management strategy which includes omnichannel solutions, transparency, customer participation, information across all touch-points, demonstrating agreements with employees, customers, and clients, etc.

Locobuzz provides personalized customer engagement by analyzing streaming data, tracking sentiments, and brand mentions. Companies can perform their strategy based on a detailed understanding of their business objectives and customer expectations. Here are some reasons why it is necessary for interaction.

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Customer support over multiple channels.

CEP makes it easy for brands to interact with the customers from whichever channel they are on. For example, if a customer connects with the brand over Facebook regarding an issue, instead of website or email, then with the help of sentiment analysis, and insights, CEP enables the brand to connect with their customer over Facebook itself.

Encourages customers to self-serve.

A self-service portal improves the possibilities of customer satisfaction and saves the expenditure on customer support. It provides customer-friendly, easy-to-use, and deploys self-service portal tools. This allows the customers to proactively handle their accounts, view or track their orders, submit tickets, manage their subscriptions, and communicate with the brand directly via social media platforms or bots.

Live chat

CEPs offer live chat or chatbot features that enable quick response to customers’ queries. Companies can deploy them on their B2B/ SaaS website to identify customers’ queries about the product and services. CEP will also provide your customer support agents to access a chat screen with relevant customer details, queries and their journey. With the help of AI and machine learning, CEP can also suggest automation for your employees.

Knowledge base and avoid repetitive responsesresponse.

Companies can create their knowledge base over CEP regarding all the information of your product and services such as FAQs, articles and step-by-step guides for customers to solve simple queries without contacting your customer care team for assistance. A CEP can also track the links mentioned in your knowledge base so that you know what solution the customer is seeking and avoid repetitive responses.

FAQs

CEP enables companies to create and manage FAQs based on their recent activity by storing all the customer inquiries. So that your customer agent doesn’t have to answer the same query respectively, and saves their time.

Easy to use and deploy

A CEP setup is quite easy to use and integrate with your existing software. It can align the team functionality by integrating multiple tools and software like marketing automation software, social media monitoring tools, customer experience tool, sentiment analysis tool, etc. For instance, sending segmented emails based upon customer purchase history by combining email marketing tools and customer support tools.

Brand mentions

Several customer engagement platforms have PR capabilities, it highlights the brand mentions for the companies to particularly understand the sentiments of the customer and respond accordingly. This means it can monitor online brand reputation and accordingly notify the sentiments of the customer in the order of its urgency so that companies provide a timely response.

Bold360, Astute solutions, Locobuzz are a few of the platforms that provide instant identification of top queries affecting your brand image and timely responses for resolving queries.

Conclusion

Customers expect a connection with the brand, as well as a seamless personalized experience regardless of their channel. A customer engagement platform provides the necessary tools for customer experience to achieve that and prioritizes the customer experience in the customer’s journey, which ultimately adds benefits for customers and companies as well.

A well-adjusted CEP unified all the customer data so that all the teams can operate efficiently providing s vices to the customer across all channels without any interruption.

FAQ's

How does a customer engagement platform work?

A customer engagement platform gathers information from multiple channels about customer interactions that it unifies into one view of the customer and makes it available across a variety of sales, marketing products, customer service tools

What are the benefits of using a customer engagement platform?

One of the major advantages of using a consumer engagement platform is the capability to provide personalization on a larger scale, and through various digital channels and touchpoints. They also function as a central point of reference to track the customer’s interactions across all channels, including inboxes as well as messaging apps and some social platforms.