“In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed.”– Forrester Research
Today’s customers are empowered—and they want (demand) to be enlightened. This is where you come in. “Customer-obsessed” means providing them with the information they need to make sound decisions. It means creating “consistent and high-value” digital experiences. As Forrester researchers emphasize: “[C]ustomers want immediate value and will go elsewhere if you can’t provide it.” You can. A Customer Engagement Portal enables you to educate your prospects and customers—and to achieve company goals.
Obsessed With Engagement
When people log onto a Customer Engagement Portal, they enter a customized, gamified learning environment that affords them access to all the information they need as they go through the decision-making process. They’re enlightened. Educated. And they’ll be engaged.
This empowers you to achieve company goals by:
Additionally, the portal enables you to control the knowledge and information that you do share to shorten the learning curve and thus, the sales cycle. Say, for example, that you have a complex offering, such as interim CFO services or you conduct regulatory compliance testing for consumer goods. Through your portal, you can offer stakeholders 101 level information so they understand that service. This facilitate trust and ensures prospects are better positioned to make that purchase decision.
A Customer-Centric Experience
Standard websites take a sales-oriented approach, “We’re great. Buy this!” But the reality is that this doesn’t work with empowered customers and clients. An engagement portal does just that: engages. Instead of simply dumping content on a page, you create a dynamic, interactive, gamified learning environment.
Not only do you provide stakeholders with the information they need, you quiz them to ensure they understand. You reward them with badges and successive levels of achievement to motivate them. And you reach out at the ideal time to close the lead—when they are ready.
The Next Step
Having goals (e.g. increase sales, improve conversions) is just the beginning. You also need to be able to measure your progress towards them. A Measurement Plan helps you examine key performance indicators in order to gauge whether you’re moving the needle on meeting company goals.
It’s critical to look at your portal’s performance on a quarterly basis to determine how effectively it’s helping you generate a return on investment, decrease customer turnover, increase sales, or achieve other critical business-building objectives you may have.
Measurement plans may vary depending on your specific needs, but they should always be customized to your portal and to your organization. This enables you to measure the efficacy of your program and make sure that you are hitting your goals out of the park.
Empowered customers want engaging experiences. It’s that simple. Your logged-in gamified learning resource enables you to meet expectations – and demands – with authority, with confidence, and, ultimately, with measurable results.