The Staggering Necessity Of Customer Engagement Tools And Why Now Is Not The Time To Ignore Them

Why are we seeing so much emphasis on developing great CRM’s without the mere mention of Client Engagement Technology?  Is managing customers relationships more important than providing a system to better actually engage with clients?  

Recently there have been many different organisations promoting and building these revolutionary end-to-end CRM systems…… but very few are even mentioning the essential element of client engagement! 

They may argue that they tick that box with social media campaigns and fun Instagram reels, but is that a true and meaningful engagement? Or are clients simply just scrolling on through?   

Is social media really enough to guide clients through these difficult times and continue relationships and build brand loyality?   

At BrokerIQ we would argue no, not a chance!  

We are adamant that customer engagement sits equally alongside client experience, client relationships, product quality, affordability and a strong team as the cornerstones of a successful business.  

Why? Well to begin, it’s important to clarify what client engagement technology is and how it differs from client relationship management. 

 

Client Engagement and Client Relationships.  

Client engagement is the building and maintaining of a strong connection with customers through proactive, ongoing, beneficial, and timely contact. Multiple methods, including websites, mobile apps, community forums, help desks, email, social media, and instant messaging apps, can be used for this communication. 

Client relationship management is a model for managing company interactions with existing and future clients. Ultimately, it’s a software solution that business leaders use to automate their customer service efforts, collect customer data, and even examine trends in satisfaction.  

Client engagement and client relationships are frequently used interchangeably. They differ even though they are related, and both are essential components of corporate growth that foster consumer loyalty.  

Client relationship refers to the consumer's journey with the company, whereas client engagement refers to what the brand does to establish and maintain a healthy connection with customers. 

 

So back to the why.

Why place equal emphasis on client engagement technology and CRM systems ….and it’s this simple:  

The more engaged your customers are, the more emotionally invested they are in your brand. It's this emotional investment that makes them less likely to shop with a competitor and what strongly connects customer engagement to customer loyalty. 

Additionally, consumers expect brands to know them, anticipate their needs and interests, and serve them only the content and products they want.  

Personalised customer engagement has never been more important. Customers want a tailored experience as they progress from brand awareness to buying. 

 

Client Engagement through volatile times…. 

Let’s look at why client engagement technology is so important, especially during difficult times.   

Increasing client engagement during challenging times is essential for businesses. Maintaining relationships, supporting customers and navigate through whatever transition is occurring, will certainly help with customer loyalty. 

 

Here are 10 strategies to enhance client engagement during complicated periods: 

 

1. Proactive Communication: Keep clients informed about any changes, challenges, or disruptions that may impact their experience with your business. Regularly communicate updates through various channels such as email, social media, or your website. Be transparent, provide reassurance, and address any concerns they may have. 

2. Empathy and Understanding: Show empathy towards your clients' situations and challenges. Understand their needs and pain points during difficult times. Tailor your communication and offerings to address their specific concerns. Offer support, guidance, and resources that can help them overcome obstacles. 

3. Personalization: Use client data and insights to personalize your communication and offerings. Provide relevant information, recommendations, or solutions based on their preferences and past interactions. Personalization shows that you understand their individual needs and reinforces a sense of connection. 

4. Virtual Engagement: Leverage technology to create virtual engagement opportunities. Host webinars, online workshops, or virtual events that offer value to your clients. Encourage participation, provide interactive experiences, and foster a sense of community even when face-to-face interactions are limited. 

5. Enhance Customer Support: Strengthen your customer support channels to ensure timely and effective assistance. Offer multiple support options such as live chat, phone, or email to cater to different client preferences. Train your support team to handle customer inquiries with empathy, patience, and efficiency. 

6. Provide Added Value: Identify ways to provide additional value to your clients during difficult times. Offer discounts, extended warranties, or free resources that can help them navigate challenges. Look for innovative ways to support their needs and make their experience with your business more valuable. 

7. Social Media Engagement: Actively engage with your clients on social media platforms. Respond promptly to comments, questions, or concerns they may raise. Share relevant and informative content, and encourage discussions that foster engagement and build a sense of community. 

8. Feedback and Surveys: Seek feedback from your clients on their experiences, challenges, and suggestions for improvement. Conduct surveys or feedback forms to gather insights that can help you adapt your strategies and offerings to better meet their needs. Show that you value their input and use it to make meaningful changes. 

9. Collaboration and Partnerships: Look for opportunities to collaborate with clients or other businesses to find collective solutions to common challenges. Foster a sense of partnership and support by sharing resources, expertise, or networks that can benefit everyone involved. 

10. Continuous Evaluation and Adaptation: Continuously assess your client engagement strategies, monitor the results, and adapt as needed. Keep an eye on industry trends, evolving customer needs, and market conditions. Be flexible and agile in adjusting your approaches to align with changing circumstances. 

 

By implementing these strategies, businesses can maintain and strengthen client engagement even during volatile times, fostering loyalty, trust, and resilience in the face of challenges. 

 

Customer Engagement and Consumer Duty.  

Client engagement using purpose-built software will facilitate seamless communication and engagement with clients, enabling businesses to establish and maintain ongoing relationships.  

This supports the FCA's emphasis on customer engagement and the delivery of fair customer outcomes in their 2023 Consumer Duty release.  

Effortlessly connecting with clients through intuitive messaging channels, facilitating real-time text, video, and voice communication will ensure the compliancy required by regulatory bodies.  

A new era…? 

In some small pockets within the advice and mortgage industry, we are starting to see a slight shift in the way CRM providers are viewing client engagement platforms and are beginning to incorporate them into their technology.  

Thus, providing a true end to end experience, with client engagement and in turn relationships, at the heart as opposed to client management – two very different concepts.  

What we are seeing clearly however, is the want and need for hyper personalised communication and client engagement systems from advisor firms who are willing to invest in the technology. These firms can now provide their own true, end to end process and have incorporated client engagement into their processes, to sit alongside or integrated with their CRMs and other platforms.   

And they are certainly reaping the benefits! 

The industry is taking control. They understand the absolute importance of engaging with their clients in a personal and meaningful way.  

Finally, a new era with customer engagement at its core has arrived.