Financial Data
Updated 30 Mar 2020

Customer engagement for marketing, sales and service success

It's time for marketers to look beyond the ‘customer-centric’ marketing model. It's time to start looking at customers as brand ambassadors and lead generators. 

Andrew MacKenzie, 12 December 2017  Share  0 comments  Print

All the answers to your unique business lifestage questions

It's time for to start looking at customers as far more than just prospects, but rather as brand promoters. This new way of marketing covers three areas: marketing, sales and service. 

From a marketing perspective, let's face it, modern day marketing has changed. We can still influence what people say about our brand, but we can no longer own the conversation. We need to start embracing a brand dialogue as part of our marketing approach; this means driving positive brand conversations. 

60% of people will recommend or buy from a brand based on their perceptions of the brand, only 40% of this behaviour is driven by perceptions of the brand's products. To gain new customers we need to delight our target markets by creating great experiences, we need to personalise customer interactions, and thirdly, to stay ahead of the curve, and one step ahead of the competition, we must accelerate innovation by streamlining our marketing

Where do you start? 

From a sales approach, for companies and brands to stay relevant, we need to start looking beyond our products, services and differentiators, and we need to understand our customers' unique challenges and answer a call to make their lives better and easier. 

Did you know that 57% of a customer’s decision-making process is finished before their first interaction with sales? To engage customers like never before we need to connect with customers earlier to shape their vision and we need to try and guide them through their purchase journey. It is also essential to create great buying experiences that drive advocacy and repeat visits and shopping behaviour. 

Related: Why it’s essential to build an emotional connection with your customers

Good service = more business 

When it comes to service, it's time for us to know more about our customers than they know about us. We need to understand what our customers prefer and need from us to promote our businesses and brands. 

The fact is that 59% of customers are prepared to try new brands to get what they want from a customer service perspective, and as much as 71% of customers feel that companies and brands don't do enough to keep their loyalty and business. To engage our customers as brand promoters, we need to start enhancing their satisfaction with world-class experiences at every opportunity. We need to grow customer loyalty through efficient operations and add value in every interaction to drive increased sales and revenue. 

Customers can either become brand detractors or brand ambassadors, their journey to brand ambassadors rests with companies and brands and our ability to create unique and engaging customer experiences, from pre-purchase to in-store experience to personalised follow-up communication, from marketing to sales, and on to service.

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About the author

Andrew MacKenzie

As the chief cat-herder of a team of creatives, Andrew has to constantly maintain an objective view on creative concepts, always aiming at big ideas that work for clients. He relies on almost two decades of experience, from his junior designer beginnings through to his current speciality – through-the-line advertising. A people person to his core, Andrew’s skill is drawing the best out of the creative teams he oversees. And how well is he doing it? We’ll let the awards speak for themselves, from the pinnacle of local and international awards shows, including wins at the Loeries, Assegais, Clio's, Epicas and Cannes to name a few.

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