Involved & Enthralled: 5 Ways to Improve Your Engagement Strategy

Gathering feedback is only part of the customer experience (CX) equation. Before your brand can even begin to collect feedback, it needs to engage both its customers and employees. That task is easier said than done, though.

Based on a recent InMoment-commissioned report by CGA Peach, we’ve highlighted five methods for increasing engagement at every level of your organisation. Read, reflect, and evaluate how your brand’s engagement strategy stacks up.

5 Ways to Engage Your Customers & Employees

1. Improve Board-Level Buy-In

Overall, 60% of leaders believe having active and visible board-level involvement will help deliver the frontline outcomes that should flow from their customer programmes.

“Businesses that are customer-centric have the message clearly reinforced from the board down. They intertwine everything they do with this perspective. It is not something you do, but who you are.”

—Gary Topiol, International Managing Director, InMoment

2. Increase Interdepartmental Communication

If customers are king, more transparency may be needed to ensure all departments focus on the “main thing.” Better understanding of the customer can improve the efficiency of all departments of a business—not just operations.

3. Recognise and Reward Employees

Given the interrelationship and interdependence between customer and frontline staff, companies that can bridge this gap and bring together the two sources of feedback could build themselves a clear operational advantage.

4. Introduce Real-Time Feedback to Frontline Managers & Team

Operators have a vast array of tools at their fingertips now, and that means they potentially have a mass of data to handle too. Nine in ten respondents of CGA Peach’s survey said they have seen an increase in the volume of data coming into their business over the last two years, with 30% seeing a significant rise.

5. Understand Drivers of Engagement

From an emotional perspective, nearly nine in ten executives think “feeling valued” is a key driver for customers—far more so than feeling excited, confident, or validated. Three in five leaders (62%) also rate “feeling listened to” as a key driver, which may be an underestimation in this age of social media.

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