Customer Engagement 2.0

Many people have different opinions of what ‘Customer Engagement’ exactly stands for. In this article I don’t want to create yet another definition, but I’d like to elaborate on our understanding of Customer Engagement. In my opinion, it’s all about: how do we give what the customer wants (and maybe something more), giving them a positive feeling about the brand/product/service, so they are likely to become more loyal to the brand.

But then of course, the next question will be: How do we (the marketers of a brand/product/service) persuade our customers that we are worth their time, effort, money and commitment? We won’t be able to engage everyone, and we must accept that those who do engage with us will do so to different degrees and in different ways. Customer engagement isn’t a nirvana that can be reached; it is a process of developing and nurturing relationships.

Click to read more »

The Financial Brand writes about Goldwater Bank’s new website, which is a reflection of Goldwater’s upscale image. Their branch offices look more like posh hotel lobbies than the usual slightly run-down brownish interiors of many other banks. The article mentions Goldwater’s luxury offline amenities like concierge and couriers. So let’s take a closer look at their new website, and see whether it provides the same luxury experience.

Click to read more »