Proactive Customer EngagementWe are in the midst of the World Series here in the US, and being from Boston, I am very excited to have my beloved Red Sox once again playing the St. Louis Cardinals.  If anyone was watching this weekend, you saw during Saturday’s game the collective boos rising up against the third base umpire’s call in the final play of the game. This particular call allowed the Cardinals to score the winning run, much to the ire of everyone in Red Sox nation. But by game 4 Sunday, the bad play from St. Louis’ Kolten Wong brought the Cardinals their final out just as they were gaining momentum. Whether a bad call, a bad rule, or bad play, all these moves will be debated on sports programs for months to come no matter who is the victor in the end.

When it comes to customer engagement, it’s important not to make a bad call or bad play. A good game starts with building a campaign that addresses your customers’ needs, honors their preferences, delivers information that they need and want, and does so in a timely manner that won’t elicit boos. Winning the game means effectively engaging customers and driving home more loyalty and profits than your competitor.

Let’s look at some of the proactive customer engagement methods you can use to keep advancing your customers ‘around the bases’ and to a game-winning home run:

First base:  You proactively engage with your new customer.  A campaign is structured to create a good first impression and elicit a customer response.  For example, an outbound IVR call is a great play, but there can be some challenges to writing an outbound script. When done correctly, proactive outbound IVR, combined with the right offer, in a timely manner can put you on the path to first base.  Welcome calls, appointment reminders, and data capture are other great early customer engagements to be a hit with the customer.

Second base: You have established an on-base relationship with your customers and as you head for second base, you build loyalty by gathering their communications preferences and ensuring you engage with them their way. Collecting and updating critical customer information enables the delivery of relevant, personalized, and compliant (requiring opt-in for mobile communications) communications. Knowing and abiding by your customers’ preferred channel helps to provide a positive customer experience, while minimizing ineffective strategies.

Third base: By this time, you are engaging consistently with your customers and delivering proactive notifications over their preferred channels. Notifications can include payment reminders and confirmations, special offers, product recalls, and fraud alerts. Instead of the customer making calls to you for information, you’re being proactive, anticipating their every need. Proactive messages put you on the path to slide into home.

Home plate:  By the time you make your way to home plate, you’re driving customer responses with cross-channel NPS surveys via mobile SMS messaging, mobile website engagement, and email. You’re scoring by closing the loop with detractors, reaching out to them in real-time after negative experiences. You’re placing out a dialer call that connects the customer to a live agent every time, while giving a personal touch to the customer to solve their problem of close a sale.

If you can get Proactive Customer Engagement right, you’ll be well on your way to the Hall of Fame in Cooperstown.

Whether it’s baseball or proactive communications, it’s all about making the right call. Done right, a proactive customer engagement program strengthens relationships, increases loyalty, and reduces unnecessary inbound inquiries.  You can do it by leveraging a cloud or hybrid cloud platform.

Learn more about proactive customer engagement in Aberdeen’s whitepaper Drive More Valuable Customer Experience With Proactive Engagement Across the Life Cycle.

Rachael Royds

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...