I think the key to “wowing” your customers on a daily basis is knowing what kind of information your customers value and then presenting it to them in a format they prefer – especially when they are between visits to your place of business.
Many businesses acquire this customer knowledge by implementing a concept called Engagement Communications.
Engagement Communications applies high technology communications (voice mail, e-mail, SMS text messaging) in a way that creates a personal, human touch. These ongoing two-way dialogues with customers not only make a connection, but inspires them to take action. They also provide a constant feedback loop that gives companies deeper insights into their customers’ motivations and needs, and offers the opportunity to react in real time.
For example, hotels and resorts are integrating their reservation systems with automated customer engagement communications. By providing customers, at point of check-in, the opportunity to receive SMS, voice or email messages to be notified about anything from happy hour discount notifications and show tickets to restaurant reservations, casinos are able to tailor the information and medium used to engage their customers.
TeleVox recently implemented an Engagement Communications pilot program for a Las Vegas casino/hotel where 5,000 patrons were notified of a special offer to receive a free room and concert ticket. Patrons could choose to be transferred to a call center to take advantage of the offer. The calls were significantly cheaper than a direct mail campaign and offered immediate and measurable results – the hotel received eight additional reservations for an ROI of $9,600.
This level of engagement defines the customer experience and is critical for “wowing” your customers on a daily basis.
I would be interested in hearing the thoughs of others from this group.
Scott Zimmerman, President of www.televox.com
