PollCart Thoughts on Driving Customer Engagement: Word of mouth is the ultimate advertising. How do you get your customers to do your customer engagement bidding?
As the international band of technologists, business experts and people of mystery known as the PollCart team continues to read through its backlog of expert opinion articles, we come to the hospitality industry, where customer engagement and customer service are central to the business.
You may ask yourself, “as an online retailer (for example), how could this possibly apply to me? After all, I typically do not engage with customers on a one-on-one, eye-to-eye basis. It is all clicks and form-filling. On occasion, someone may call for assistance. But generally, customer nirvana means racking up sales without ever dealing with customers.”
Well, there are two flaws in this argument. First, providing value for customers is generally how businesses make money. However, this is not a General Biz 101 college-y course.
Second, customer experience is usually the difference between success and failure, even for online businesses.
According to a bigwig for a big-time hotel and resort, “Anyone who wants to get to the top 1% of customer satisfaction and loyalty needs to go beyond ‘service’ to the heart of creating a superior customer experience. And the way you get there is through customer engagement.”
He continues to say: “But what we’re discussing, really, is engagement with the guests…did you find out how your guest was feeling and work on making a connection with them?”
What if you combine the customer engagement standards of The Ritz-Carlton with word-of-mouth advertising? Sounds like a powerful combination. This is Social Commerce!
At PollCart, we take the customer engagement and put it in the hands of actual customers! These customers then engage with other potential customers, particularly friends and family. This is in the form of a poll, but it is in the context of an actual customer asking about the purchase of an actual product with actual people providing actual guidance.
As we have discussed before, it is a truism in marketing that word of mouth advertising is the most effective advertising. In this respect, PollCart’s Social Commerce strategy flips the paradigm, and the customer becomes your customer engagement director.