Plan Well & Execute: Innovation, robust customer engagement key to survival

During the pandemic-related restrictions, numerous aspects of our society have been highlighted for better and for worse. From a business standpoint, the importance of consumer spending has been showcased for all to see. The renewed appreciation and sourcing of that consumer spending will continue to be studied and may result in revised thinking on a number of economic policy levels.

On a more local level, we have learned that innovation and having customers who care about an organization is a difference-maker. I am sure that most of us have seen organizations that are reopening with new approaches, menus, product offerings, etc., born out of necessity.

We have also seen where our role as consumers was pivotal to those organizations’ success. Whether by a delivery service, pick-up or other acquisition method, adaption was the order of the day. Our support to purchase, perhaps more than usual, to tip more than usual and to be a little more patient with timings was a key success factor for our favorite establishments and organizations. We became focused for our favorite organizations.

One key element of advocacy is the requirement of communication between the organization and the consumer.

Large organizations have utilized Customer Relationship Management software, or CRM, and apps to gain valuable customer data and grow their customer advocacy. How many apps do you have on your smartphone from retail, banking and other organizations?

Smaller firms have recognized that contact with customers is critical to establish and maintain the engagement necessary to move toward consumer advocacy.

As organizations are reengaging with their customers, it is the perfect time to update or creat a robust customer database. Now is the time.

It can be as simple as a request. Or you could consider a raffle for returning customers with the prizes being goods or services you offer. Whatever technique you utilize to gain the customer contact information, the work involved will pay dividends in the future.

Some smaller organizations have combined with other firms in affinity groups for ordering and minimal loyalty programs. This approach is cost-effective and has immediate impact.

It does not matter the technique for customer data acquisition. The customer contact information can start organizations large and small on a path of consumer engagement and loyalty that can become strong enough to withstand a global pandemic.

Cornell Wright is the author of “31 Coffee Breaks to a Better Organization,” a trainer and consultant at The Parker Wright Group Inc. in Stratford. The firm strengthens clients’ team development in pursuit of customer service strategies and processes. He is a Certified Partner of Predictive Index. He can be reached at 203-377-4226 or [email protected].