What’s standing in the way of effective digital customer engagement?

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In order to ensure that your company is effectively engaging with its customers digitally it is important to remove as many obstacles to this relationship as possible.

Problems can include a shortage of digital talent, which executives perceive as the greatest hurdle to effective engagement, particularly those at smaller organisations.

Customer relationship management (CRM) software offers an ideal way to remove barriers to digital engagement, including talent shortages, by providing a system for interactions with new and existing clients.

Warc, a specialist in advertising best practice, recently cited a study of 850 executives carried out by McKinsey as demonstrating how skills shortages, internal structures and a lack of understanding may hamper digital engagement efforts.

Digital engagement with consumers is becoming more important and CRM is a means for companies of all sizes to access effective methods in a flexible, cost-effective and scalable way.

While the McKinsey poll discovered bosses are aware of the importance of digital customer engagement and perceive it as a strategic priority, ranking as the leading digital trend among respondents, a series of hurdles prevent firms from achieving their goals in this area.

Employing CRM can provide a roadmap for success for companies keen to enhance digital customer engagement, simplifying processes, improving planning and increasing the accuracy of forecasting.

Investing in CRM could significantly improve a business's bottom line, as the McKinsey research discovered more than one in three respondents predicted digital would fuel at least 15 per cent of their organisation's growth during the coming three years.

In addition to highlighting problems attracting digital talent, many of those questioned also stated they do not feel enough investment is being made by their firm in big data and analytics in order to meet targets – an area where CRM systems can really give companies a competitive edge.

Another problematic area was internal structures, in particular within larger organisations, where a lack of flexibility prevented new digital opportunities from being fully exploited.

By investing in a CRM solution, these obstacles can be overcome, with flexible systems able to respond to changing market conditions and systems tracking and measuring the success of campaigns so they can be adapted and improved.

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