A company’s most profitable source of revenue is its existing customers. Focusing on these customers allows companies to form stronger relationships, gain deeper insight into customers’ needs, and obtain guidance on the company’s strategy and offerings. To do all of this effectively, companies must put in place formal customer engagement strategies and programs, not one-off activities.

These customer engagement programs must be part of a portfolio focused on relevant business content and designed to progressively develop and nurture long-term relationships with existing customers. Additionally, building a successful customer engagement program requires an integrated approach with marketing, sales, account managers, delivery, support, offer development, and senior executives at the company. It is no easy task.

In this Update, ITSMA outlines in detail the eight critical elements of successful customer engagement, based on ITSMA survey research as well as interviews with ITSMA members and their clients.

Key Takeaways

• Customer engagement programs have a much better chance of succeeding when they have continued support from executives, sales leaders, and account managers.
• Account selection, programs, activities, and metrics should be driven by the objectives agreed upon by marketing and sales leaders.
• Customer engagement programs cannot be one-sided—they need to provide mutually beneficial business value to the company and the customer.
• By having a formal feedback loop process with account managers and customers, marketing demonstrates that they are listening, taking action, and valuing the feedback.