This guest blog post is provided by our partners at JRNI, the leading-enterprise platform for managing and scaling customer engagement.
Organizations often see the goal of customer engagement as increasing customer satisfaction. As a result, they may focus on availability, making sure employees are able to react to customer inquiries. While this is certainly a valuable objective, the truth is when you approach customer engagement as a key revenue driver, organizational priorities, and tactical execution shift. The result is a more proactive approach that drives engagement.
Customer Engagement as Revenue Tool
Why should customer engagement be so tied to ROI? Because simply put: your frontline staff is one of the most powerful sales tools in your arsenal. There is no better vehicle for delivering your finely crafted marketing messages than a knowledgeable, enthusiastic, and motivated staff member.
A person such as this can deliver a message of benefits and urgency, can provide examples, and can respond immediately based on information provided by the customer. Banner ads, emails, and chatbots cannot.
For large ticket items especially, commercial trust is key for sales. A study by the Kearney Consumer Institute found the following: “The credibility of the message directly corresponds to the perceived credibility of the messenger. Overall, 76 percent of respondents trust small businesses more than large businesses.”
When large enterprises can connect customers with credibility building staff in the manner of small businesses, they can accelerate sales cycles, improve close rates, and increase customer lifetime value. Enterprises with superior customer engagements bring in 5.7 times more revenue than their competitors.
Drive Engagement through Empowered Staff
When you recognize the power of connecting with your staff, your focus will shift. Instead of just ensuring staff availability, you’ll proactively seek to drive as many engagements for them as possible. At the same time, you’ll aim to reduce their administrative burden when it comes to scheduling and administering appointments.
Here are 3 areas of staff experience to focus on:
Prior to the scheduling an engagement
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- Real-time calendar updates provide as much notice as possible when an appointment is booked.
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- Schedule visualization allows staff to easily understand their calendar, with drag-and-drop capabilities for rescheduling.
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- Automated confirmation and reminder messages should be sent to both the customer and staff.
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- Staff should be able to easily add colleagues in case a multi-staff engagement is necessary.
During the scheduled engagement
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- Staff should access profiles that include past appointment outcomes and communication history to help personalize the customer experience.
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- Data entry should be intuitive so information can easily be collected prior to and during appointments
After the scheduled engagement
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- Enterprise organizations should analyze appointment results by variables such as location and time to match staffing to patterns of high demand.
When the administrative burden of customer engagement is removed from staff, they can be the revenue superheroes you want them to be.
Better Together: JRNI + Mad Mobile
Your retail store associates are the key to building deeply personalized relationships with your customers. Using JRNI and Mad Mobile together, you can give them the detailed customer and product information they need at a glance – so that every 1:1 appointment drives revenue and customer loyalty.
JRNI Appointments allows your customers to schedule one-to-one experiences, both remote and in-person, that help you build personalized relationships while driving conversions, revenue, and loyalty – at scale. By integrating JRNI and Mad Mobile, you can ensure that your customers get the personal attention they deserve in every step of their journey.
