Cus­tomer engage­ment is a lot like dat­ing. It’s about attract­ing indi­vid­u­als and offer­ing them the qual­i­ties and value they seek. It’s not speed dat­ing; the goal is to build last­ing trust and loy­alty. In my recent blog post, “Engage Your Most Valu­able Vis­i­tors: From Romance to Last­ing Part­ner­ship,” I state that you can attract your ideal cus­tomer by answer­ing the ques­tion, “What prob­lems do they have that I can solve?”

Many peo­ple cur­rently have a prob­lem with cus­tomer care. In “New Kind of Cus­tomer Engage­ment,” Deon Scheep­ers writes about improv­ing cus­tomer sup­port by har­ness­ing smart­phone data and deliv­er­ing care within the con­text of a respon­sive mobile expe­ri­ence. The “smart, con­nected inter­ac­tions” he describes are exactly the kind of cus­tomer engage­ment I’m call­ing for.

Scheep­ers puts it per­fectly when he says, “Enter­prises need to look beyond tra­di­tional mea­sures and explore how they can serve the cus­tomer on the customer’s terms.” All cus­tomer engagement—whether it’s com­ing from a call cen­ter, land­ing page, email, or reg­is­tra­tion form—should be designed with empa­thy. That means look­ing at the lat­est tech­nolo­gies through the visitor’s lens.