It’s not always clear where the difference lies between customer engagement and customer loyalty. Perhaps the folks at the Engagement Expo say it best when they write, “On the Road to Loyalty: Engagement is the Journey, Loyalty is the Destination.”
Like any journey, it’s best to start with a plan that considers where you want to wind up, your mode of transportation, how much it will cost and what stops you’ll make along the way.
At IWCO Direct, we help clients manage their entire customer engagement journey through a variety of paper-based and electronic direct marketing vehicles. These include welcome kits, member statements and/or activity reporting, along with compliance and education programs, just to name a few.
However, it can be both complex and costly to manage highly personalized customer engagement communications. So we work with our clients to design formats that are cost-efficient (and secure) to produce and deliver.
We also help monitor the progress of “the customer journey” by providing the customized data tools and portal to audit and view the programs. Analyzing response rates and engagement levels allows for adjustment to the program to better ensure reaching the final destination, customer loyalty.
If you’d like to know more about how we may help you increase the success of customer engagement programs while controlling costs, please feel free to email me.
– Debora Haskel
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