The Five Ways Top-Performing Companies Engage Customers
Gallup Business Journal | September 25, 2014
Measuring and managing customer engagement leads to better customer relationships, resulting in increased share of wallet, profitability, revenue, and growth. But the world’s top-performing companies don’t stop there.
When it comes to winning over customers, successful businesses know that everything depends on their customers’ experience with their organizations. During these interactions — whether online, over the phone, or in a store or showroom — customers do more than assess a company’s goods and services. They are subconsciously forming an emotional perception of how they feel about the encounter and about how the company’s employees treat them. These perceptions dictate not only how much customers will spend but also whether they will recommend the company to others or provide repeat business.
Yet most companies hire employees without giving much thought to whether they have the talent to engage customers. And businesses train workers simply to complete the functional requirements of their roles, such as executing a money transfer at the teller window or properly checking in a guest for a hotel stay. By performing such functions correctly and efficiently, employees may leave their customers feeling satisfied with the transaction, but they won’t necessarily leave them feeling emotionally connected to the company. In this sense, companies are equipping workers to do only part of their jobs, setting them adrift when it comes to increasing engagement and using their strengths to connect with customers.