Talking Customer Engagement with Ray Wang
By Ashley Verrill, Market Analyst, Software Advice
It started with junk mail. That became spam, and now it's happening in social media – people are constantly bombarded with demands for their attention, and as a result have started to tune out. So what's a marketer to do?
Technology thought leader and Constellation Research CEO R “Ray” Wang says the future of any business depends on their ability to engage the customer in a way that is genuine, but not “creepy.” This doesn't mean necessarily following British Airways example, using facial recognition scanning to see when a customer arrived so you can engage with them.
“If you didn't know that was going on, you'd think 'oh my god, I'm totally creeped out right now,'” Wang said. Instead, it's all about engaging people in a way that they are accepting of it. Customer communities is one area where companies have engaged customers really effectively, and realized the benefits. HP, for example, has a thriving community that has had a direct and positive impact on customer experience. The company uses gamification to encourage participation. This includes things like awarding “HP Expert” badges to users who receive the most positive feedback, and using leader boards that show the most active users for various topic areas.
Communities are just one example of how to truly engagement customers in an authentic way, but then there's the whole world of social media, content marketing and more. Recently, Wang visited the Software Advice offices to talk a little more about how you build this kind of comprehensive engagement strategy. He discussed an approach he researched called “Building Your Interaction Strategy with 9 C's of Engagement.” This model is built on creating conversations that are natural, authentic and trustworthy.
Check out our video interview below, for a more in-depth breakdown of the 9 C's: culture, community, credibility, channel, content, cadence, context, catalyst and currencies.
About Ashley Verrill
Ashley Verrill is a market analyst at Software Advice. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor's degree in journalism.