Questions are more engaging than answers because one good question can help us generate countless thoughtful and fresh responses. This can be a beneficial strategy when tackling tough business problems.
In this post, find out how you can reduce the complexity of customer engagement and improve your customer focus and engagement with one question in 5 seconds.
Exploring customer engagement
Before we get to the question, I acknowledge the depth and breadth of customer engagement. You can manage your Human Sigma, assess your predictive analytics, draw insights from colorful diagrams and charts, or embark on the customer journey. If you search ‘customer engagement’ on Twitter you can read and follow a new tweet every 90 seconds:
- Is your Customer Engagement Model ready…
- Loyalty= better customer engagement…
- The power of Engagement Marketing and how to create a greater customer engagement…
In addition, we are also flooded with a plethora of statistical platitudes and business analytics about customers from companies such as Gallup:
- Customers who are fully engaged represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth.
- In the retail banking industry, customers who are fully engaged bring 37% more annual revenue to their primary bank than customers who are actively disengaged.
- Fully engaged hotel guests spend 46% more per year than actively disengaged hospitality industry guests spend.
Finding a simple approach to customer engagement
The flood of recommendations and data around customer engagement can create a numbness or action paralysis. During the past four years, I have been an advocate of finding small, simple, strategic, sustainable and significant actions to increase employee engagement.
Frequently the best actions begin with a powerful question that triggers engagement. For example, to trigger immediate employee engagement I like to ask others: what can you do right now to increase engagement for yourself or someone else?
For the past two weeks, I have been contemplating what the ideal question would be for customer engagement. I know that I often get so immersed in my work that I lose sight of my customers or readers. I discovered that the key question for me to engage with my customers or readers was to ask myself: How does what I do benefit you?
Identifying the value you bring to your customers
I am not suggesting that this question alone will be the solution to all the challenges of customer engagement, but I believe this question will keep us connected to our customers. It ensures that we don’t get diverted from the ultimate recipient of our work.
‘How does what I do benefit you?’ is a simple question. It focuses work on contribution. It is a lean pathway to customer engagement, taking just 5 seconds to initiate. Employees do not have to attend a training course to learn how to use it. It is repeatable and can be asked every day or before each new task you start. It may result in a shift in how you present or perform your work. Finally, if we can't answer the question to our own satisfaction, then we can ask our customers directly: how does what I or we do benefit you?
But don’t take my word for it. Try it. It only takes 5 seconds to ask the question. After you finish this post and begin your next task at work ask yourself: how does what I do benefit you (my customer)? You may find that the question is the answer to your customer engagement challenges.
This post is part of the twelve part Engagement Everywhere series. The next post will be on brand engagement.
Your turn: How do you identify the value you bring to your customers?