Engagement Requires a Conversation

For the past couple of months, we have been working with the fine folks at Helpshift. On August 2nd, we are going to broadcast a roundtable discussion (Webinar, Videocast, or whatever you choose to call it). I am hoping you decide to join the discussion. Within a few weeks after the discussion, we will be releasing a position paper on this very same topic (details coming). There are many ways to approach the topic of 'conversations' or 'messaging' - In the end, messaging has become an extremely comfortable form of communication - for the customer. It is less comfortable for brands, but it is time to leave your comfort zone and focus on having a conversations, engaging, with your customers where they are comfortable.

Two of the most interesting tidbits found during our research was done by Gallup in 2014. This highlights the importance of the emotional element as well as the importance of 'each and every interaction'. If you consider that some purchases or product use are hundreds of interactions, not only is this hard, scaling is an issue (hint: #AI and a #Platform are required)

1 - “Every time customers interact with a brand, they either become a little more or a little less engaged, but they never stay the same" (Gallup)

2 - A n acceptable definition for Customer Engagement: "A customer’s emotional or psychological attachment to a brand, product, or company." (Gallup)

One Foot in Front of the Other

Among the key issues that many customers shared with Opus researchers is that their interactions with brands feel interrupted and disconnected. When a customer is put in the position of continued hand-offs and repeating information, the interaction is not positive from the customer perspective.

This is a series of interactions, not a conversation. The customer service goals of all organizations should be to respond swiftly, resolve the issue as quickly as possible, and take a conversational approach to customer communications. This is the perfect opportunity to transition from case management and disjointed interactions to conversations. Conversations feel natural, unforced and create a positive tone. A conversation is continuous. Creating continuous connected experiences help customers reach successful outcomes, both at a functional and an emotional level.

There is a tremendous opportunity ahead of us, and a bit of work to do as well. I do hope you decided to join the discussion in a couple weeks. It promises to be informative, lively and an open forum for discussions and learning! August 2nd, mark your calendars!