Customers Do Care
Recently I was reading a great article by Paul Greenberg titled “The clarity of definition: CRM, CE and CX. Should we care?”. As I read through the piece, which does a great job at boiling down how customers can think of these three areas, all I could think about is how confusing the market is today for customers as they try to figure out how to choose technology that will enable their employees to better engage customers—with the hope that the end experience is satisfying enough to keep them around for another year.
As a marketer within a business in the center of the customer engagement space, I get to wrestle with the intricacies of how we position our solutions to the market and differentiate. Over the past couple of years we have been on a transformational journey here at Verint, moving from our roots in workforce optimization over to customer engagement, thanks in part to some great internal development and smart acquisitions.
The great thing as a marketer about this transformation is how customer engagement and customer experience intertwine. I wrote a while back that, as Paul suggests, customer experience is rooted in emotion, and the customer owns it as they formulate the image of their experiences with your brand. Customer engagement on the other hand is typically tied to interaction. It encompasses the customer, employee, and the channels served up for the interaction. It brings into the discussion multi- vs omnichannel, employee engagement, the underlying technologies that help facilitate the actual customer interactions, and the supporting analytics to extract insights from those interactions.
It also brings into the equation one of Paul’s most important points around customer expectations and the complexities they present to companies trying to give customers enough of what they want, but in a cost-effective manner. It is a message that needs to permeate the market, and one of the reasons we have optimization at the end of our portfolio of customer engagement solutions.
So if you are confused at trying to figure out this market, you are not alone. Just remember that you are part of driving this market transformation that is making a quantifiable, long-term impact for your customers.