customer relationship engagement

In today’s article, I’ll start by talking about the new trends and strategies related to the cultural revolution in consumer communication. This development has affected traditional CRM strategies, on the one hand, offering great opportunities for improvement and, on the other hand, assuming significant challenges and risks for companies.

This cultural revolution is very evident. Proof of this is the behavior  of the younger generation,  which is spending more and more time online than watching TV, and the  constant growth of business communication through social media  . A concrete example is airlines, according to studies, 75% of frequent flyers  travel with companies that have been recommended by their friends  , that is, their choice is based on recommendations rather than costs. The way of communicating is changing radically and we must adapt to this change to survive against the competition.

Note that this is a revolution in the way of communicating, not the way of doing business. Social CRM means that  the customer owns the relationship with the company,  which has to facilitate collaboration between customers and access to real-time communication. In other words, the company does not “manage” the relationship with the customer, but  gives the customer the tools for him to deal with, whatever his relationship with it.

To achieve this result, companies need to incorporate into traditional CRM systems, new communication tools such as  social networks, wikis, blogs, podcasts, mobile applications  and others that explain messages in a more specific way.

Paul Greenberg  defines the difference between traditional and Social CRM as follows:

“Traditional CRM is based on an operational approach to managing internal customer relationships effectively.  However, social CRM is based on a company’s ability to reconcile customers’ “personal” agendas with the goals of its own  business plan. Social CRM is based on “customer engagement, rather than “customer management ” .

“ Customer Engagement ” means customer involvement in the company’s value chain.  It is the customer who decides how to interact with the company and who uses the tools offered by the company to make these decisions.

Customer Engagement is actually a sale that turns into effective customer experience management. How you engage and keep customers engaged with your business is a key component of successfully using Facebook, Twitter and other venues to grow relationships with your followers.

There are three aspects pertaining to customer communication or social relationships,  Stack Social,  the owner of this customer relationship,  VRM,  and customer engagement,  Engagement Trough Experience.



According to  Thomas Vander Wal  , this concept refers to how it affects a person’s presence on the internet and how this, in turn, affects others through actions taken. The Social Stack consists of an “Identity” (i.e. people’s personal profile) and some “objects” (which these people use to improve their identity, such as photos, videos, comments, etc.).  The relationship between identity and objects has several elements:

  • Online presence. The mere notification of a person’s online presence.
  • Shares. For example, uploading a video or sending a message.
  • To share. Allow your actions to be shared with other users.
  • Reputation. Related to trust.
  • relationships. Interactions between people based on reputation.
  • Conversation. The customer works with the company to create an experience.
  • groups. Communities based on common interests.
  • Collaboration. Platform that provides all the necessary elements to help create something specific.
  • Context. When the profile created by someone it is used to define what the user wants, who you see and when you see it.
  • Understanding how people act on the network is essential for relating to them.

 2.  VRM

From the English “  Vendor Relationship Management  ” is the extreme example of the power of the customer in the relationship with the company. Born as a project by Harvard University to create tools with which customers could “personally” manage their relationship with the company. In other words,  this concept is the reciprocal of CRM, where the “C” stands for the company, and it is the customer who manages the relationship with it.  An example that explains this concept is practically the relationship on the Internet where the customer writes “I want to go on vacation for a week in a 3-star hotel in this place and so on.”

And it is the companies that respond by offering the best opportunities. In this case it is clear that the customer owns the relationship. It decides when, where and how it expresses its needs, allowing companies to get in touch with some offers. It is no longer companies that try to guess what the desires of potential customers are, but rather try to relate to them.

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One of the best ways to engage customer understanding is with a  personalized experience  , but an experience they choose, not what the company thinks might be the best fit. The best experiences are what customers share with others.


Currently it is practically mandatory to present our technological context in  the term “user experience”.  There are many definitions for this term, I like the one given by  Knapp Bjerén,  who defines user experience as:

 “the set of ideas, feelings, and outcome of interactions with a product and is a result of user goals, cultural variables, and user interface design. “

Communication is the first step to engaging and improving your customer’s experience. Provide quality service outside of transactional and go the extra mile, answering questions and providing heartfelt recommendations. There are three important points in building a successful customer relationship: understanding, sincerity and continuity . Understand to get what they need and know what they want. Show sincerity to earn the trust of customers.

Consider the fact that people are becoming more and more engaged with digital devices and online interaction. As smart technology is established, consumer expectations continue to grow. Assume that people will be more demanding and level of inquiries will be more difficult to handle than before. Keep up with the pace through customer engagement and invest in first-hand customer knowledge. Visit on:

It is your responsibility to look for ways to make it simpler for consumers to contact you digitally. Utilize social media and connect with your customers online and offline. Develop a strategy that will create an enjoyable and meaningful occurrence. Make your first experience count.

By Anurag Rathod

Anurag Rathod is an Editor of, who is passionate for app-based startup solutions and on-demand business ideas. He believes in spreading tech trends. He is an avid reader and loves thinking out of the box to promote new technologies.