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The truth about taking the first step towards customer engagement

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There are many areas for your business to engage with your customers. No longer is the buying/decision-making journey a linear process, in fact, this photo from the Marketo Summit we attended in May illustrates the actual process quite accurately:

The buyer's journey

What this slide shows is probably what every successfully acquired customer went through before signing their name on the dotted line, but the journey doesn’t end there. Businesses focused on customer success know that each of their customers is at a different phase of the customer lifecycle and they must know how to engage them accordingly.

Customer Engagement Model
(Customer Engagement Model, credit: akamai)

Building a good relationship with your customer requires consistent and relevant contact throughout their lifecycle. This doesn’t mean spamming them with emails about your organization. Each contact should add value to their experience with your business, for example, when you notice an account has been inactive, set up a phone call to see how you can help (or better yet, with the right customer engagement management solution you’ll already know why and be able to dive right into the conversation). You don’t want to make that renewal phone call without having been in consistent contact with your customer, it’s like asking a “friend” you haven’t talked to in months for a big favor – that’s just not the way to maintain an engaged relationship.

Want to learn more about maximizing on customer engagement? Here are a couple helpful blogs to get you in the right direction:

1) Implementing  metrics for pirates (AARRR) dashboard
2)  Knowing the 4 truths of customer engagement
3) Identifying 6 churn factors that could affect your customer engagement efforts

It’s never too late to start engaging, knowing your goals is half the battle.

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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