Customer Engagement Requires a Long-Term View

“Getting closer to the customer” is an all-too common goal of companies. And while the refrain has a nice ring to it, enabling a strategy to deliver on that promise is not trivial. After all, we know that customers have more choices than ever before and that brand loyalty is only as strong as the most recent experience. This is not just the case for consumers of CPG products; this is equally true of all industries.

While building an effective customer-focused strategy will differentiate your business, it isn’t as simple as making this a goal. This requires three core elements:

  1. Focusing on the right metrics that will drive behavioral change of the people in your organization.
  2. A commitment to understanding the customer at a strategic level – not just around the transactional experiences they may have had with your products in the past.
  3. CEO leadership and company-wide commitment to shift from functional orientation of the past to customer experience and market orientation of the future.

In talking with CEOs, we have learned that client, customer and consumer-focused strategies are critically important because of the shifts happening and anticipated to happen in customer retention, loyalty and growth strategies in the next 1-3 years. For B2C businesses, this is already happening with consumer buying and loyalty patterns affecting the growth strategies of businesses.

For B2B businesses, the shift is also taking place, and it is demanding a more focused, business-wide look at customer engagement programs including: segmentation approaches, digital investments and content marketing strategies as well as internal alignment around the customer. To be successful with these programs, you must take a long-term view and commit to the fact that you will be driving change that will eventually hit all areas of the organization. Those companies that stay the course with their client-focused strategy will rise above.

Related Stories

The Customer Engagement Challenge

Posted on 02.20.2019 by in Engagement Strategy, Featured

An ongoing customer engagement strategy requires planning and an investment in the development of compelling content and interactions that keep your customers coming back. Here are tips in building a more systematic engagement approach with your customers.

Continue Reading »

How to Extend Your Customer Advisory Board’s Value

Posted on 11.20.2018 by in Customer Advisory Boards, Featured

How do you extend the value of a customer advisory board beyond those who participate in the meeting room to the rest of your organization? Here are a few of the most common challenges we see, and some recommendations to  

Continue Reading »

Customer Advocacy: It’s a Win-Win

Posted on 11.30.2017 by in Engagement Strategy

A vibrant customer advocacy program is not just a selling tool, it is a win-win for both the organization and the customer.

Continue Reading »

Small Gestures Create Differentiated Customer Experiences

Posted on 09.28.2017 by in Engagement Strategy

At Farland Group, we hear the term “differentiated customer experience” frequently during our calls with clients. Businesses are constantly looking for ways to “wow” their customers and give them a compelling reason to revisit their store, click on their website  

Continue Reading »

Customer Advisory Boards

An advisory board is a powerful engine of engagement, insight, and business transformation. Make the most of yours.

A Board Success Factor: Business and Industry Expertise » Advisory Boards: How to Extend the Value »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Want to improve your standing with your C-suite customers? Deliver what executives want: ideas, inspiration, innovation, influence.

C-Suite Insight: Digital Disruption » Looking to Engage Executives? First, Understand What They Want »

Learn More »