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Customer Engagement: How do you work to plan in the new marketing rules of Converse, Connect and Convince.

The new emerging role of CEO, Customer Engagement Officer is the new hot trend as companies break down the silos of Marketing, Sales, Operations and Customer Service and retail brick and mortor and call centers to compete and engage customers in a way that has never happened before.   I just read a piece on the new rules of the web for customer integration being: Converse, connect, convince.  It begs the question: Do they replace or overlay the brand P’s classic rules?

Converse is the key to social media, is a dialog, not a monologue.  Placing authentic thought and learning’s, not just ad speak and messaging with no meaning.  Converse means creating a connection that transcends advertising which is  one way messaging out, but with web it allows a “let in”  to conversation with participation. So you better be and get in the conversation with your customers and prospects and get comfortable with it.

Connect is the way of the web, to open all doors.  That means access to you and your execs and your brand, products services and operations.  This is embraced by some and feared by others. Start with yourself: How do you allow others on the web to have access you?  Do you give your opinion, thoughts and content freely? Do you accept your linkedin connects from those you do not know? Can and do you tweet without fear? Is your email and telephone number listed on your linkedin for all so see and use?

Convince is the hardest of all if you area trying to market or sell a product or service.  This goes back to having a really great selling proposition, spot on connective messaging and points of differentiation. Are you on message? Is customer service/engagement involved? Do you have the latest messaging that will resonate with customers? Do you use the medium to be  a listening post as to what your consumers are looking for and create products, services and other options to fit those needs.

I think these three words do sum up a seismic change in customer engagement and its role with marketing and the way of the marketing CMO role having to cut across traditional lines to align to the new consumer engagement and customer driven interaction model integrated into their companies, since as some know it  is already here.  Just some have no idea it has already arrived. 😉

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