Engaging Customers in a Networked World

By Malcolm Carlaw

There’s a view of sales and customer service evolving in social networks that goes beyond selling or supporting the features and functions of products or services; it’s about engaging customers and giving them a voice. Back in the stone age, these communities were called users groups; now they’re called online communities. It turns out that engaging customers is good business and network technology is a perfect tool to get them engaged.

John Fleming and Jim Asplund’s research on employee-customer relationships indicates that engaged customers generate 1.7 times more revenue than normal customers. Interestingly, they also found that if you have engaged employees and engaged customers the revenue gain is 3.4 times normal. Engaging customer requires a mind-set adjustment but is totally worth it. Here are four steps that will move your customer engagement to the next level.

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Tip of the Month

When was the last time you heard someone say—sincerely—“please” and “thank you” when asking for information? This very simple and elementary gesture is an easy way to build rapport with your customers and to leave them with a positive impression of you and your company.

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Doing More with Less

By Seth Brickner

Here’s the good news: The fact that you are reading this likely means that you’re still employed. While others in this current economy may find themselves unemployed, your company’s management continues to believe in you and your ability to help it achieve its goals.

Now, what might seem like the bad news: You are expected to achieve your employer’s goals and deliver quality customer service with fewer people and on a smaller budget.

While at first this might seem like bad news, it might also be an opportunity to justify your company’s faith in you, with the possibility for career advancement in the future.

Let’s look at how both you and your company may benefit from this idea of “doing more with less.”

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