Moving from Customer Experience to Customer Engagement- The Soft Touch

In my last post on Dunbar’s number and CEM; I mentioned that the key to better customer experience could be to target the set of 150 associations that each customer would have instead of individual customers themselves. Essentially it is about managing the customer’s complete engagement and interaction with the environment, influencing factors and the association with the services offered. In order to do so, one would have to go beyond the conventional “data” driven factors and appeal to the ‘right side’ of the brain which would definitely require a planned ‘soft touch’.

Here is an article from Mckinsey Quarterly, which speaks of the essential soft touch with ” Five ‘no regrets’ moves for superior customer engagement” to cater to the ever increasing demand from customers for better ‘experience’.

Moinak Banerjee
Moinak works at Protiviti Kuwait, as Product Lead for their Risk Technology Services. Over the years, he has worked in product management for several leading vendors of telecom OSS/BSS software.