Interacting with Customers: Customer Collaboration Strategy

This chapter examines how a customer-strategy enterprise interacts with its customers in order to generate and use individual feedback from each customer to strengthen and deepen its relationship with that customer. Conducting a dialogue with a customer is having an exchange of thoughts. It is a form of mental collaboration. It might mean handling a customer inquiry or gathering background information on the customer. A company can use software that creates an “ecosystem” of data about its customers and cull information from all of the touch points where it interacts with customers. The company should remember more about the customer with each successive interaction. More important, as we said before, it should never have to ask a customer the same question more than once, because it has a 360-degree view of the customer, and “remembers” the customer's feedback across the organization.