Chapter 3. Engaging with Customers

Customer engagement is all about building and continuing the relationship between the service provider and the customer. This enables both the service provider and the customer to grow together by understanding the customer’s journey. Also, by taking a consistent approach to the customer throughout the journey, a service provider can continually improve service to earn customer respect and loyalty.

This is in sharp contrast to the way in which many sales functions traditionally behave. A director of a major UK telecommunications company observed, ‘Service providers tend to overreact with sales presentations adding a barrage of sales information ... we want a more evolutionary and strategic engagement.’ Engagement ...

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