There are a variety of operating models available for businesses and with each of these the way the customer is engaged and managed varies. True engagement management is a disciplined method of working that starts with the initial sales process and ends with the closure of engagement with the customer. This management approach will typically involve a level of resource within the sales company internally representing the customer and their interests.
- This method offers an element of oversight of all customer engagement activities within the organization whether that’s from for example a Project Management approach or say the interaction with the Logistics dept. As custodians of the relationship the individual responsible for the engagement will also typically oversee the financial performance regarding the relationship.
As an approach, engagement management has many benefits which includes
- Overseeing key touchpoints with the customer with the specific focus on the customer aspects from the Enterprises perspective.
- Focusing on internal disconnects that affect the customer experience
- Help prioritize conflicts and issues
- Understand the key value that is required by the customer and thus mitigating non-value add work.
- Provide a conduit for routine customer orientated reviews
- Help ensure that customer engagement processes become standardized across all business projects
- Provides a focus for driving customer inputs.
- Provide a focus for compliance to customer requirement and scope.
The key benefit of this approach is that it looks to provide an internal voice of the customer ensuring that given an understanding of the business customer satisfaction is maximized. As this is managed internally this can be done whilst also providing focus on key company financial targets such as profitability, exploring ways where both parties can benefit.
Engagement management doesn’t just happen and it requires a suitable structure and individual empowerment and for some organization, it can seem like a step too far in shifting the focus. In these cases, the empowerment is often watered down and engagement management, therefore, becomes less effective. It’s imperative that for it to work it’s not only a company objective but is sewn into the operating processes and practices of the business.