New Harvard Business Review Analytic Services Research discovers that effective customer engagement is essential to business in the face of economic uncertainty

Nonetheless, less than half of global business leaders rate their current customer engagement strategies as “good” or “excellent.”

San Francisco, July 25, 2022 / PRNewswire /-Today, Harvard Business Review Analytics Services IntercomEngagement OS, “Future-proof business with modern customer engagement“. This shows that there are huge gaps in the way businesses interact with their customers. This happens at a time when providing a great experience is even more important to retention and profitability, both in a recession and intensifying competition.

According to the report, 88% of the global business leaders surveyed recognize that customer engagement can have a significant impact on an organization’s bottom line. In addition, 92% consider effective customer engagement to be “very” to “very” important to an organization’s success, but only 9% say they have good engagement today. is. In addition, less than half are investing in new or improved customer engagement technology. And only 40% say they are using their data effectively to send the right messages to their customers at the right time over the right channels.

“Customers are now expecting the same level of service from all companies because of their involvement with leading brands that offer exceptional precision in personalization and recommendations,” he said. Break Morgan, The Customer of the Future: 10 Author of Guiding Principles for WinningTomorrow’s Business. “Today’s accurate engagement isn’t just about knowing the customer’s name. To show that an organization can care for and deliver relevant engagement, it needs a deeper understanding of customer preferences, values, and demographics. . “

Organizations are committed to customer engagement efforts primarily to improve customer loyalty and retention (69%), revenue growth and profitability (59%), and brand reputation (42%). I’m looking. However, the main obstacles that prevent a company from fully realizing these benefits include:

• Inadequate collaboration between departments: Nearly half (44%) of respondents say that lack of collaboration and siled efforts are the biggest obstacles to successful customer engagement.
• Siloed data: Thirty-two percent of respondents said their organization did not properly distribute data-driven customer insights throughout the organization, while another 32% said that customer data was siled or extracted. It says it’s difficult. Also, 60% do not feel that they are using the data to coordinate their communication with their customers.
• Lack of talent: More than half (56%) of respondents struggle to find the right people to manage their customer engagement efforts, and nearly three-quarters (73%) of respondents have experienced organizations. Customer engagement expertise that “strongly agrees” or “somewhat agrees” with the need for personnel.

“This study shows that while business leaders understand the importance of customer engagement, they face barriers to execution,” he said. Alex Clemente, Managing Director of Harvard Business Review Analysis Services. “Fostering a culture that supports more personalized engagement, eliminating data silos, deploying the right technology, and hiring strong talent are all barriers that organizations need to overcome to achieve effective customer engagement. is.”

“Attracting customers and delivering deep value to them has been the key to promoting customer retention and repeaters, and promoting healthy business. Engagement and retention has always been the key to economic uncertainties. That’s all that matters. ” Karen Peacock, CEO of Intercom. “Now is the time to double the creation of a personalized, contextual, customer journey-wide, compelling, highly efficient way to do it, save money, and create a great customer experience. The business that does this will thrive and emerge as a winner. “

Read the entire report and learn more about how your organization provides a great customer experience at: website..

methodology

Survey results on the value of customer engagement April 2022 Of the 317 business leaders conducted by Harvard Business Review Analytics Services. Respondents were primarily senior executives or executives from a variety of industries, with a focus on manufacturing, healthcare, technology and financial services.

About the intercom

Intercom, an engagement operating system, enables businesses to build stronger customer relationships that drive growth and scale. With an all-in-one customer communication platform, Intercom helps sales, marketing, and support teams work together to turn prospects into paid customers, attract customers along the way, and provide world-class support. We provide next-generation solutions.

Intercom redefines the customer journey, integrates business silos, and provides continuous personalized engagement through in-context communication. Over 25,000 global organizations, including Atlassian, Amazon and Lyft Business, rely on Intercom to deliver an unmatched user experience at all scales. The Intercom platform is used to send over 500 million messages per month, enabling dialogue with over 600 million active end users per month.

Founded in 2011, it is backed by leading venture capitalists, including: Kleiner PerkinsBessemer Venture Partners and Social Capital, Intercom are on a mission to personalize their internet business.

About Harvard Business Review Analysis Service

Harvard Business Review Analytics Services is an independent commercial research unit within the Harvard Business Review Group that conducts research and comparative analysis of key management challenges and new business opportunities. Each report is published based on the results of the original quantitative and / or qualitative research and analysis, with the aim of providing business intelligence and peer group insights. Quantitative research will be conducted by the HBR Advisory Council, HBR’s global research panel, and qualitative research will be conducted by senior executives and subject experts inside and outside the Harvard Business Review author community. For more information, please visit www.hbr.org/hbr-analytic-services.

Media contacts
Christine Curtin
[email protected]

Source Intercom Co., Ltd.

..