Why Every CMO You Know Is Asking About Client Engagement

Author: Meghan Lockwood | Categories: Customer Engagement, Demand Generation

In today’s digital world, it’s not enough to send your customers an occasional email. In competitive markets, such as the legal space, CMOs need to focus on engaging clients and prospects to stand out.

Digital engagement is the new handshake. Today’s business relationships can be initiated online, using personalized thought leadership content to attract prospects to your firm, engage with your attorneys and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust, and builds relationships with your clients.

Unfortunately, according to a CEI Survey, while 86% of buyers will pay more for a better customer experience, only 1% of customers feel their expectations are met online.

What, exactly, is client engagement?

Digital Client Engagement occurs when firms put the client in the center of the experience and provide the client with personalized information-based on data insight, at every touch point (web, mobile, social or email) to create and further a relationship between the client and the firm and its attorneys.

If the experts can be believed, engagement may just be the next big idea in marketing Jim Stengel, Former Global Marketing Officer of Procter & Gamble asserts, “What we really need is a mindset shift that will make us relevant to today’s [clients], a mindset shift from ‘telling & selling’ to building relationships.”

Similarly, according to SAP’s Paul Greenburg, “[CXM software to facilitate engagement] is (or should be) the key element of all customer strategies at companies as they continue their march through the 21st century.”

According to INC Magazine, rather than focusing on “touch points” during the marketing and sales process, engagement is the way that firms use new digital technologies to form meaningful, ongoing relationships that involve frequent online interactions, oftentimes through social channels. Think about engagement as the sum of all the ways you can go about connecting with clients.

Now that we understand engagement, how can you explain it to your CEO?

 Ultimately, the value of customer engagement from the perspective of the CEO and overall C-Suite can be defined by tracking and influencing the positive impact to either the top line revenues of a company or the bottom line profitability of the firm. Here are two ways this happens:

  • Measuring the value of client engagement – Client engagements can be measured in multiple ways, ranging from “Net New” Client adds to the company or retention and growth metrics around existing clients. Similarly, engagement can also be used to track client “win-backs” from client engagements that have gone dormant.
  • Giving customers control of the engagement process – Another vantage point to consider when measuring the positive impact of customer engagement is the bottom line perspective of servicing and growing your clients through digital engagement. It is often possible to provide excellent customer engagement and service models through today’s modern digital interfaces allowing customers to take control of the engagement process to get the information, products or services they need in a self-service model or assisted service model that is highly cost efficient for the company which ultimately drives improved bottom line cost control and improved financial performance for the company.
Putting it into action

Ask yourself: What can you do to create stand out customer experiences and engagement? The first step is to pinpoint where you are on the marketing maturity curve, and assess whether your digital strategy, implementation roadmap and technology assets are holding you back, or helping you meet your customer expectations online.

At edynamic, we specialize in helping CMOs improve their engagement and client acquisition efforts. I invite you to come and speak to us about our experience moving leading law and professional service firms up the Digital Marketing Maturity Curve.