What would intelligent Web engagement look like? Good question, isn’t it?
Sitel, a call center outsourcing provider recently produced a paper on just that topic, titled “Sitel Intelligent Web Engagement: A Social Engagement Model for Incremental Return on Customer Investment.”
Basically if you’re using social media to either attract or interact with you customers, you need to read this white paper. And if you’re not, well, you probably need to read it even more.
As the paper correctly notes, the cyber customer is “a sophisticated and informed buyer, influencer and potential advocate for your brand.” That means the service and support you offer needs to capture the customer’s interest and engage them at the most appropriate times, the paper says: “Proactive engagement is today’s social method for business to enable its customers, while increasing customer wallet share.” In particular—this means chat and emerging social networking channels.
The paper highlights a few main areas of discussion.
A good Web engagement strategy begins with capturing low hanging fruit. Your Web domain is a virtual store, which if left unmanned or unprepared, fails to capitalize on opportunities to engage customers. Proactive engagement is a good way to hand-pick the best customer moments to offer service or sales assistance. This might include addressing your defects or self-help abandons. “Nearly half of all callers in the traditional call center would be considered self-service defects, meaning the customer wanted to self serve but could not find the answer, did not trust the answer or found the answer unclear.”
Once you have captured the low hanging fruit readily available on your own domain, companies can generate additional value through social customer monitoring and engagement. In the service world, this is listening for specific customer inquiries and offering 1:1 interaction via a new and shared media.
The end benefit of optimizing your own domain opportunity (capturing the low hanging fruit) and expanding focus to grow your online market position is increased knowledge, about your customer and about your own online presence. Take what you have learned at each step and refine your presence. In the service world, this means creating a consistent Social CRM inclusive of a knowledge base that can be updated and used by customers and agents.
A conclusion on Web engagement that that the paper offered was a sound strategy begins with using the company’s Web domain to promote proactive engagement, which will then allow businesses to choose the best opportunities to increase return on customer investment. Success online should be measured through increment return on the investments made in your customers – and return can only be realized by making a commitment to meet your customers where they are.
David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Jamie Epstein