Trends Report

The Engagement Paradox: High Rates Of Engagement Can Cause Customer Satisfaction To Deteriorate

November 13th, 2020
With contributors:
Stephen Powers , Alessia Stewart

Summary

Digital business leaders should read this research to understand why customer engagement is the wrong success metric for outcome- or task-oriented customers. Self-service will always be an important goal, but it’s not the end state for customer experiences. Too few firms have the holistic context maps they need in order to choose the content, channels, audience, and triggers to engage their customers proactively. Even if firms have customer insights, they lack the speed to execute and the governance to prioritize outbound communication. Sophistication orchestration of outbound communication will be the ultimate differentiator for enterprises. Read Consumers Want Convenience, Not Conversations and stay tuned; our research in this space is just getting started. You can also schedule an inquiry for further advice.

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