CRM - March 2008 - (Page E11)

Sponsored Content March 2008 11 Engagement One of the most powerful emerging business principles of the 21st century WHAT IS ENGAGEMENT, AND HOW CAN YOU UTILIZE THIS PRINCIPLE TO IMPACT YOUR BUSINESS? CRM systems are great at explaining the basic facts about customer interactions; the “who,” “what,” “where,” “when,” and “how” of a relationship. However, there is one important missing component: The “why.” You should strive to understand why customers are involved with your business. Knowing why customers are involved with you will help to build a true and lasting relationship – a relationship based on engagement principles. SO, JUST WHAT IS ENGAGEMENT? When a customer is more than satisfied and more than loyal, they are engaged. They have an emotional bond with you. They go out of their way to show their association with your company and they tell others about you. They buy more from you, during both good and bad times, and they tend to value the “relationship” more than product quality or price. Allegiance can help you utilize your CRM data to achieve better loyalty and engagement. Essentially, we use our technology and services to increase engagement, and then link those results to your most important business goals. Through use of unique survey methodologies, analytics and feedback systems, we gather the right kind of data, in a real-time method, that allows us to establish patterns, trends and draw accurate conclusions about why customers do business with you. Once you know this, you can measure it and act upon it quickly to seize opportunities and side-step potential pitfalls. Find out specific ways that you can increase your customer loyalty and engagement, and discover why engagement is one of the most powerful emerging business principles of the 21st century by reading these new Allegiance papers: The Top 9 Ways to increase your customer loyalty FOLLOW THESE AND ENJOY AN IMMEDIATE LIFT IN THE LOYALTY OF YOUR CUSTOMERS BY KYLE LAMALFA, LOYALTY EXPERT Discover Engagement WHAT IS ENGAGEMENT, AND WHY IS IT ONE OF THE MOST POWERFUL EMERGING BUSINESS CONCEPTS OF THE 21ST CENTURY? BY DR. GARY RHOADS & DR. DAVID WHITLARK LOYALTY & ENGAGEMENT EXPERTS Every company executive will raise their hand For many years, companies have been focused on building customer and say they believe having loyal customers is a key satisfaction, trust and loyalty. While important to the organization, satisfaction to business success. But what are executives really is fluid, meaning a customer can be satisfied today, but as a result of one bad doing about it? Most will point to their customer experience, be dissatisfied with the company tomorrow. Developing deeper care training or CRM system and levels of trust and loyalty among employees and customers say, “that’s how we take care of remains an elusive and perplexing process. That is because USE TODAY’S EFM TECHNOLOGY loyalty here.” Some will also firms frequently neglect the most important ingredient, the FROM ALLEGIANCE, AND YOUR point to their monthly newsletter “heart” or “emotional bond” of an organization’s most CRM DATA, TO EASILY MEASURE or discount program to important assets; its employees and customers. This bond is AND MANAGE ENGAGEMENT AT demonstrate their efforts. All of called Engagement. YOUR COMPANY these are good attempts. For those businesses that value and manage engagement However, they are not enough. and loyalty, it is proven that they enjoy (1) higher levels of Fostering true loyalty and employee and customer loyalty, (2) positive word of mouth, engagement with customers starts (3) reduced turnover and training costs, (4) receive higher at a basic level. price premiums for their services and products, and (5) greater These 9 principles will guide you share of wallet and cross selling, all of which leads to higher in your efforts to create greater company profits and faster growth than those that don’t. That loyalty and engagement within your is why engagement is one of the most powerful, emerging organization. business concepts of the 21st century. Get this FREE paper. Visit www.allegiance.com/crmwp Get this FREE paper. Visit www.allegiance.com/crmwp http://www.allegiance.com/crmwp http://www.allegiance.com/crmwp http://www.allegiance.com/crmwp

Table of Contents Feed for the Digital Edition of CRM - March 2008

CRM - March 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Re-shoring Contact Centers NetSuite’s Sweet Ride Takes Another Turn SaaS X.0? destinationCRM Dashboard Retailers Dream Big Detroit: Driven to Distraction Required Reading The Markets Within the Masses In Search of... Selling CRM to Your Sales Force Quixtar’s Quick Fix Travelocity’s New Traveling Companion Chasing Down First-Call Resolution Governing Better Marketing Secret of My Success Re: Tooling Connect Pint of View

CRM - March 2008

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