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

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    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 –

    1.  Customer’s device
    2. Preferred channel of communication
    3.  Purchase history
    4.  Emails
    5. Customer support ticket status
    6. Social media updates and activities
    7.  Social media conversation
    8.  Live chat request
    9.  Marketing models
    10.  Customer support and help desk
    11.  Sales databases.

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

    1. Uninterrupted and positive experience throughout the customer’s purchase journey.
    2.  Solidifying customer’s sentiments about your brand.
    3.  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.
    4.  Centralized comprehensive data and insights to help target customers according to their purchase behaviours, likes, interests and preferred channel for communication.
    5.  Empowers team collaboration by providing desired visibility in the functionality of all teams; enabling them to address customer needs with one perspective.
    6.  Digitalization and automation that helps companies to communicate and engage with the consumers based on their activities and preferences over omnichannel platforms.
    7.  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’s 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. Which allows the customers to proactively handle their account, 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, 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 necessary tools 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.
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