Picture of Heather Davis Lam

Heather Davis Lam

Heather Davis Lam is the Founder & CEO of Revenue Ops LLC, and holds multiple certifications from Salesforce, Salesloft, Hubspot, and other revenue operations platforms.


Rethink Your Customer Engagement Strategies

Our previous article provided clarity on what customer engagement is. A clear definition is crucial before you can make any progress. Let’s shift gears to how you can revamp your customer engagement by rethinking your strategy. We’ll discuss how your company can connect and engage throughout the customer journey to create positive experiences.

Customer Engagement Strategies

Successful customer engagement strategies start with a detailed map of all existing customer touchpoints and encounters. During this exercise, we want to identify everything from the first marketing email to the customer experience net promoter score (NPS) survey. Before you make any process changes, you need to understand what the situation looks like. If you want to knock it out of the park, bring in members from your sales, marketing, and customer support teams to provide feedback. Their perspective on the current engagement landscape is invaluable since they are experts and interact regularly with clients. 

Alongside mapping the current journey, consider the key takeaways from the whole process. What do you hope to achieve by revamping your customer engagement? The objectives should be highly personalized to each team and the organization. You don’t want to get too carried here; focus on achievable goals. You should have access to metrics that directly measure how your company engages with the most important people in your world.

Lastly, “squishy” goals, such as “make the customer love us,” are mundane and unproductive because they tend to be incredibly hard to measure. We recommend concentrating on quantifiable goals directly related to your process improvements. 

Practical Engagement Strategies

After establishing your objectives and measurable outcomes, it’s time to apply them. You can formalize the tactics your team will use to enhance your current strategy practically. While every touchpoint and engagement needs to be personalized and business specific, we have some practical suggestions about to you can create dynamic customer relationships:

Check-in schedule

Your customers are human; they like to be heard. So, it would be best if you had a plan around how often and in what ways you’re reaching out to them. Whether by email or phone call, ensure the process is in place to collect feedback. 

Evolving closed-won journey 

The closed won journey reflects the path from interested lead to paying customer. What do they have to do to get up and running? Are there any essential things they need to be aware of? Develop a journey that immediately educates and energizes your new clients. 

Use your customer satisfaction (CSAT) scores

If you don’t currently collect customer feedback from support tickets or targeted surveys, now is a good time to start. This information gives you helpful insight into your customers’ experiences. Awareness of their experiences isn’t enough; you should constantly review the responses and take action when the results are less than stellar. 

Education series 

Is anything new or exciting happening with your company or product? Probably, so you need to let your customers know. Develop a plan to create informative content and distribute it to your customer base. 

About Revenue Ops LLC

We’re not trying to overload you with homework, but we want to get you thinking about how you can improve your current customer engagement campaigns. It could be as simple as setting up a meeting with your team to discuss strategy or as involved as implementing an email series about your product releases. Whatever you decide, keep the customer at the center of it.

We are an experienced team of sales, marketing, and customer success professionals committed to helping clients maximize revenue. In a nutshell, we help organizations streamline workflows so they can make data-driven decisions. We apply our deep knowledge of CRM systems like Salesforce and sales enablement tools like Salesloft to optimize sales potential by stimulating and tracking customer interactions.

Learn how we can help you implement a customer engagement strategy to improve revenue operations and maximize your growth. Get started with a complimentary discovery session.

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