Arguably, global market place is swiftly taking another direction. The introduction of social media and technological innovation has changed the marketing strategies. In order to successfully be engaged with the customer a lot of energy, experience and commitment. In this era, customers are well informed, rational, hyper-connected, needy and collaborative. With all this characteristics in place, consumer engagement has become a complex activity. The authors message to the audience it to inform the on the challenges that come as a result of changes in the market place. The main challenge involves interaction strategies with the rational consumer based on consumers’ needs, and not rules.
In fact, the author shows how it is crucial to move slowly and keenly in incorporating social channels into organizational CRM (Customer Relationship Management) strategy. The authors message is meant to help the readers build and develop a road map to integrating new and old channels, and focusing on customer success. Generally, the process of engaging with consumer begins at the early stage of contact; hence organizations must emphasize on it.
Technology has brought many changes and continues to affect organizational activities towards satisfying consumers needs. In fact, the emerging technologies have made it easy to corporate and process, as well as manage individuals to fit the new organizational structures. The author asserts that consumers have become very active in online activities. Hence, organizations need to take advantage of the opportunity, but it should be timed well. Applications need to be well-designed to cut across boundaries and converge towards satisfying the consumer and the organization. In addition, workers need to be knowledgeable and put more focus on the consumers needs.
