This Week in Startups How to understand customer engagement | Customer Basics with Salesforce’s Tiffani Bova | E1301
Oct 11, 2021
Tiffani Bova, a Global Growth and Innovation Evangelist at Salesforce, dives into the essentials of customer engagement. She highlights the difference between customer connection and engagement, emphasizing personalized communication. Bova explores the importance of emotional ties for brand loyalty, showcasing how authentic interactions trump product quality. Discover the delicate balance of automation and genuine communication, and learn how transparency can rebuild trust. She also discusses the playful yet professional approach brands should adopt on social media to create meaningful customer relationships.
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Engagement vs. Connection
- Customer engagement goes beyond simply connecting with customers.
- It involves adding value and personalizing interactions based on past behavior.
Restaurant Analogy
- Tiffani Bova uses the example of a restaurant experience to illustrate the importance of engagement.
- Excellent food with poor service may not encourage repeat business, while an amazing experience with okay food might.
Experience-Driven Decisions
- Research indicates that customer experience heavily influences decision-making, outweighing product features.
- By 2024-2025, experience is projected to be equally important as the product itself.
