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The rise of the Chief Customer Officer (CCO) has provided a voice for the customer at the executive level. The most important relationship for a business today is between the business and its customer. The customer is now king.  His wants and needs are priority #1. In addition, the delivery of his goals has to be personal, relevant (only to him) and timely. Anything less than all three of these will result in a lost customer.

How do you build customer engagement?

You must develop customer centric strategies. Every interaction must revolve around getting to your customer better. Study trends in their purchase history. See if this customer asked any questions during their purchase cycle. Review how they have interacted with your company. See if their behavior has changed over the short term. Determine what pages they viewed on your website. Did they read your email blasts or newsletters? Now use all this information to create a profile of this customer. This information should help you create a deeper more longer lasting relationship with your customer.

Interact with them using this information that they have shown an interest in. Send them products or services that complement their past purchases. Keep engaging them. After all the CCO is now the voice of the consumer and when that voice speaks through marketing effectively it creates sales and it builds loyalty and creates more sales.