How digital media agency can enhance customer engagement
For every business, customer engagement is most important and a right digital media agency can help you to achieve it. McKinsey’s most recent quarterly report addresses a major new trend in sales and customer experience: using social media and other digital channels to communicate directly with current and potential customers. Today’s savvy consumers are seeking closer relationships with their favourite brands and service providers. The critical touch points, or moments of interaction, between digital media agency and consumers are occurring across multiple departments within an organization. Customer engagement and marketing has now become everyone’s responsibility.
Here are a few quotes that explain this trend in greater detail:
1. “Many companies struggle to figure out how they can afford all the new tactics, vehicles, and content types required to engage with customers effectively. We propose a different mind-set: recognizing that there’s plenty of money, but in the wrong places. Companies can now communicate with customers much more productively: digital and social channels, for example, are radically cheaper (and sometimes more effective) than traditional media communications or face-to-face sales visits. When you make trade-offs across functions, you can free large amounts of money to invest elsewhere; if the experience of customers is so positive that they voluntarily serve as advocates for your brand, for example, can you reduce advertising expenditures? The moves your customer service center makes to resolve a crisis-say, a lost credit card on a honeymoon or a major machine failure on a critical production run-may build more lifetime loyalty than years of traditional loyalty campaigns.”
2. “What prevents many companies from realizing these productivity gains and cross-function trade-offs is a failure to look at total spending on customer engagement. They don’t see the opportunities to make trade-offs across functions and optimize the impact of investments across the entire set of touch points. Most budget on a function-by-function basis, and measure impact the same way. When you look at these expenditures and investments that way, there is almost never enough money, because each function seeks increased funding to improve the customer interactions for which it is accountable. That’s a losing game.”
3. “More customer interactions across more touch points are shaping the degree of engagement a customer feels with your company. The critical barrier to harnessing the potential value in this shift is organizational-companies that learn to design and execute effective customer-engagement strategies will have the advantage; the others will lose ground.”
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