Brian Solis says, “So many companies entrust customer engagement to marketing. At the same time, many customers blame marketing’s inability to engage them in relevant and meaningful ways as one of the top roadblocks for referring brands or becoming loyal. If companies don’t change how they engage customers, including people, tools and practices, customers will simply go elsewhere.

This is what blows my mind about customer engagement today. Customers are the lifeblood of any organization, yet engagement is relegated to departments that run disengaged and disparate strategies, such as email marketing, social media broadcasting, product registration programs, and net-promoter-score surveys, among others. Companies really don’t invest the time or resources in technology or initiatives that engage people in ways that are contextually relevant, useful and meaningful“.

Products, Not Marketing, Should Be How You Win Customers’ Hearts

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