Customer listening 560x374Would you bring your spouse or partner out for sushi if they hated fish? Or your child for an ice cream sundae if they were lactose intolerant?  Why not? Because we listen, understand and remember people’s preferences and behaviors.  We want to make them happy, keep them happy, show that we value their preferences and needs, so that the relationship grows and remains strong.

The same holds true for businesses.  Your customers are your valued relationships, and as in all relationships, you need to pay attention, listen, and most importantly, deliver. By capturing your customer’s preferences through stated and observed behaviors, your company can analyze the data and create more intelligent communications strategies.  Proactively messaging customers via the channel, time of day, and preferred frequency will help businesses to acquire, serve, maintain, and grow customer relationships.

Today’s customers are mobile-driven and although their needs and generation may vary, they all value convenience.  One important goal is to make sure you communicate with your consumers at the right time with the right message.  Just as you wouldn’t start a home construction project while your spouse is in the living room with a migraine, think about timing your marketing messages for the best results.   Consumers have individual behaviors and preferences that you can, and should, be addressing in an integrated fashion across multiple channels to achieve the business results – or the relationship – you are seeking.  You get what you put in.

Communication Preferences

By implementing customer experience management solutions across the life cycle, businesses can provide these messages based on individual preferences and behaviors. By combining stated and implied preferences, delivered on the customers’ preferred channels, businesses gain valuable insight that will lead to deeper customer engagement, improved response rates, and ultimately build customer loyalty. When doing so via a cloud-based solution, businesses have the added benefit of speed, ease of use, and lower cost to implement.

Read more about best practices to deliver better overall CEM in the Yankee Group whitepaper, Drive More Valuable Customer Experience With Proactive Engagement Across the Life Cycle.

And, if your preference is sushi and your wife hates it, but loves chicken parmesan- make a reservation at an Italian restaurant.  You’ll thank me.

Rachael Royds

As Director of Social Media Marketing at Genesys, Rachael leads the Genesys social media strategy globally for marketing, corporate communications, and employee advocacy. Rachael brings over 10 years of experience in B2B, B2C, and non-profit marketing. She previously held marketing...