Today’s blog post is written by Kevin Patterson, Senior Account Executive, PatronManager.
“Tell me, in a world without pity
Do you think what I’m askin’s too much
I just want something to hold on to
And a little of that human touch”
– Bruce Springsteen, Human Touch
Lately, I’ve been speaking to a number of different arts organizations about how they engage with their audience. Many are looking ahead in the coming months to their subscription renewal campaigns. The conversation is focused on how they are building connections to their audience that result in a positive impact. Sadly, when asked to outline their customer journey strategy, the response I hear often goes something like this:
“We are very engaged with our audience. We send them multiple emails during the year about our organization. We send them postcards. They can also find us on social media. We also send them a letter and follow-up with a phone call to get them to renew!”
When asked how success is measured with this strategy, most can’t quantify it, or if they can, they admit that it isn’t very successful and fault their audience for not paying attention.
If your organization is not engaging in a well thought out, metrics-driven approach to customer engagement, you are setting yourself up for short-term stagnation and long-term failure. That said, crafting a strategy that is devoid of actual human touch as in the above example is not a recipe for success either. Technology is a tool for engagement, not an entire strategy.
So what should you be doing to engage with your audience and create a successful customer journey? A successful customer journey combines a mix of digital technology and actual human touch. For example:Read the Article
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