Behind all the complexities of strategies, frameworks, programs, and systems that are involved in identifying how much businesses involve themselves with customers, lies a simple premise: If a customer likes you and continues to like you, they will continue to do business with you, if they don’t, they won’t. As simple as that is, being able to engage customers in a world that they not only feel empowered but at times entitled leads to some pretty difficult decisions on what those strategies, frameworks, programs and systems are. A failure means a potential devastating loss of customers – minimally it will have a negative impact on your business. Paul Greenberg, author of CRM at the Speed of Light called the Bible of CRM and the upcoming book on customer engagement: The Commonwealth of Self-Interest will provide you with the knowledge you need to start thinking about customer engagement success: The definition – what it is and equally, what it isn’t The strategies & programs that work and some notable failures Who is doing it well & what can you learn from them You’ll walk away ready to get those customers to continue to like you.
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