When does a customer become engaged? If they cease to be engaged, did you ever engage them in the first place?
The phrase Customer Engagement is really a catch-all, happening at every point in the customer lifecycle: did they respond attentively to your messaging? Did they click on anything? Did you sell something? Did they stick around?
This is how we like to think about it: Customer Life Cycle is the noun, and Customer Engagement is the verb, or what it does. Achieving customer engagement means acquiring and retaining long-run business by knowing your customers, giving them what they need, and being an available resource for them, whenever they need you.
The model distinctly applies to insurers, whose customers are still looking for a personalized “agent experience” in spite of digital transformation. Technology empowers them and frees them to navigate your business process on their own time, maybe without even speaking directly to a representative. Yet, they still want to feel as though they are receiving your full attention.
There are three stages to achieving that balance.
1) Before the Sale
First contact is everything. Potential customers are evaluating your communications based on relevancy, promptness, your product, other products, and how you respond to their questions/concerns. At this stage, engagement simply means capturing their attention, presenting your brand in a way that promotes trust, and making them want to commence the relationship.
2) During the Sale
Digital transformation means faster, more accessible information. Insurance quotes are a valuable exchange, but they are generally a touchpoint at which the customer either ends their research or continues to work with you. Insurers that are serious about developing customer relationships in the digital age provide quotes in a timely fashion, and with the hope of future upsell/cross-sell opportunities, continue to offer a wide range of support channels.
3) The Service
The final layer, once they are a full-fledged customer, in personalization. Up to this point, you have a good idea of their profile, and they have a notion of how you function; so the goal is to continue offering the same level of support, but enhance with an individual correspondence. This can be achieved with colorful, interactive documents targeted optimally and delivered in timely fashion.
Customer Communications Management refers to the entire time period you work with a customer, from the inception of the customer relationship and through its continuous flourishing. Solutions for this contain all elements needed to sustain document production, personalization, support, customer data, and more. Sometimes this is also called “end-to-end” Customer Communications Management, because it carries you from one end of customer relationship to the other, enabling you to continue growing your business.