Direct-to-Customer Commerce

Icon

Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Customer Engagement v Customer Service

I’m going to write about this again later, but here’s a link to a blog post by Seth Godin on Customer Service.  It’s entitled, The only purpose of ‘customer service’.

He makes a great point about customer service, so contemplate what he says about customer service.  Then, consider how, when talking about social media and marketing, so many people are discussing customer engagement.

I don’t mean to infer that customer engagement is the same thing as customer service.  I don’t think it is.  But I probably do think customer service is more important than customer engagement.

We’re using words in marketing these days, which suggests we can create a nearly intimate relationship between a business and its customers.  And I think that borders on the ridiculous.

I admit, I’m a real fan of Five Guys, a franchise that sells hamburgers and fries.  Their second store is right near my home and I’ve been eating there for a long time.  But I remain a fan, because their burgers remain among the best I eat.  And they’re a good value, from a price point of view.  So, I’m a fan because they continue to provide me a good product at what I consider a good price.

When they fail to do that, they may lose me as a fan.

If you want to set customer engagement as a goal for your company … go for it.  But only after you get everything else correct, first.

Advertisements

Filed under: Direct Commerce, multichannel commerce, Opinion, , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Twitter Updates

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

%d bloggers like this: