Enhancing Customer Engagement: Insights from my Conversation with Kacey Tolua

I had the opportunity to engage in a thought-provoking conversation with Kacey Felila Tolua , Senior Director of CEC Technology, Channels, and Self-Service at 万豪酒店 . Our discussion shed light on the importance of leveraging customer engagement center (CEC) channels effectively to create a powerful omnichannel strategy and enhance the customer journey. Here is the summary of our conversation.

Meeting Customers at Their Preferred Channels:

To forge strong customer relationships, organizations need to meet customers at their preferred channels and tailor their experiences accordingly. By understanding and adapting to changing customer behaviors and preferences, companies can ensure their engagement strategies remain relevant. Data analytics and AI play a pivotal role in providing insights into customer preferences, enabling organizations to make informed decisions.

Understanding Customer Intent and Gathering Information:

A key aspect of effective customer engagement is understanding customer intent. Listening to customers and gathering information without burdening them with unnecessary steps is crucial. Organizations should strike a balance between data gathering and respecting customers' time and privacy. By employing technology and analytics, organizations gain a deep understanding of customer behavior, enabling them to translate these insights into actionable improvements.

Leveraging Data Analytics and Automation:

Data analytics and automation are invaluable tools in enhancing customer engagement and experience. Before adopting new technologies, organizations must assess the data and understand customer usage to make informed decisions. Leveraging these technologies empowers organizations to extract valuable insights, leading to significant improvements in customer engagement and overall experience.

Prioritizing the Customer Experience:

Organizations must recognize that customer experience should be a top priority, surpassing mere containment. By actively listening to customer feedback and making changes accordingly, organizations can drive customer satisfaction, cost savings, and revenue growth. Marriott International's commitment to prioritizing the customer experience has been instrumental in their journey of innovation and success.

The Ongoing Evolution of Customer Engagement:

Marriott International's journey towards enhancing customer engagement has been a continual process. Starting with a low containment rate, they have gradually improved over time. The goal is to consistently enhance the customer journey and ensure customers are brought along the journey of innovation. This iterative approach ensures that organizations remain agile and adaptable in an ever-evolving business landscape.

Empowering Frontline Agents:

Frontline agents serve as the heart and face of an organization, delivering exceptional customer experiences. It is crucial to prioritize and support them, equipping them with the tools and resources necessary to provide the best possible service to customers. By valuing their contributions and investing in their development, organizations can create a customer-centric culture that drives loyalty and satisfaction.

Feedback Loops and Collaboration:

Establishing feedback loops with frontline agents is essential for continuous improvement. Regular communication, focus groups, and feedback sessions enable organizations to gather insights from agents and gain a comprehensive understanding of customer interactions. Agents' valuable input can lead to meaningful enhancements in the customer experience, fostering a collaborative environment where ideas and insights are shared.

Embracing Collaboration and Knowledge Sharing:

Collaboration and knowledge sharing among business leaders are invaluable for driving innovation. Participating in industry events such as Customer Contact Week and CCW Women's side provides opportunities to engage with other leaders, share experiences, and learn from each other. By fostering collaboration and embracing diverse perspectives, organizations can create more meaningful experiences for customers and stay at the forefront of industry trends.

Recognizing the significance of customer engagement, Marriott International, under the guidance of exceptional leaders like Kacey Tolua, has embraced innovative strategies to enhance the customer journey. By leveraging Cec channels effectively, understanding customer intent, prioritizing the customer experience, and empowering frontline agents, organizations can cultivate long-term customer engagement and drive business success.

As we continue to evolve in this customer-centric era, let us learn from the experiences shared by industry leaders like Kacey and embrace the transformative power of customer engagement in shaping our organizations' futures.

Kacey will also be presenting at?Customer Contact Week starting this week!

Customer Contact Week is the leading event series dedicated to serving professionals within the customer service industry, kicks off its silver jubilee celebration in Las Vegas, Nevada. 25 Years of Shaping Customer Excellence, this year's event returns to Caesars Forum from June 19-22, 2023. CCW is powered by CCW Digital, a division of?Customer Management Practice ?(CMP). Use the code?CCWLV_P1N?for 20% off all end user passes.

Nick Glimsdahl ?is a podcast host, contact center strategist, speaker, and?author . His ultimate goal is to harmonize customer expectations, employee needs, and business objectives, thereby creating seamless experiences that are unmatched.

Nick is known for his?Press 1 For Nick ?podcast and serves as the Director of Contact Center Solutions at?VDS .

The podcast features an impressive roster of guests from renowned organizations such as Chick-fil-a, The Ritz-Carlton, Crumbl Cookies, Zappos, Google, Starbucks, and Disney. Besides, Nick has interviewed best-selling authors, scientists, TEDx speakers, researchers, and even hostage negotiators.