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Keeping customers engaged can be an ongoing challenge. In a Harvard Business Review article, Bevin Maguire, VP of Marketing and Communications, IBM, and Jane Hiscock, Founder and President, Farland Group, provide advice on how to bring value to your customer engagement strategy.
Customers expect the companies they do business with to understand them as individuals and connect with them in ways that are valuable. Doing this in the age of big data is more complicated and competitive than ever, requiring a thoughtful approach. Companies need a strategy focused on the future growth of the relationship as well as the bottom-line value for both parties. They need ongoing, two-way interactions and a willingness to invest in listening, to get personal, and to create a shared vision for success.