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Digital Engagement Blog

I Have a Bad Feeling About This: Avoidable Digital Engagement Mistakes

Bad Feeling about Digital Engagement“I have a bad feeling about this.”

Sound familiar? It should...And, if you’re a Star Wars fan, it most certainly does.

Various versions of “I have a bad feeling about this” appear throughout all episodes of Star Wars. For me, the most memorable occurs in episode IV, the original Star Wars from 1977, when Luke, Leia, Han, and Chewie find themselves jumping into the Death Star’s trash compactor in an attempt to evade stormtroopers and certain capture. It gets eerily silent, except for some creaking in the walls. Just before the walls start to close in on them, Han Solo is a soothsayer, “I got a bad feeling about this.”

Avoid these traps, and you can keep this venerable quote in the Star Wars universe...where it belongs:

Put too much focus on the wrong channels 

Our own Digital Disconnect research shows that organizations still put too much money and resources into old-school channels that today’s consumers no longer prefer. Depending on how you look at it, this is either a huge blunder or a great opportunity. Understand the channels your customers prefer, then invest in those channels. The greatest opportunity from a channel perspective today? Mobile. That’s where customer expectations and the delivered mobile experience are light years apart.

Apply new technology to old approaches

If you’ve invested in the latest customer engagement technology, but you haven’t adapted your processes to reflect how your customers engage, then you may sense a great disturbance in the Force, as if millions of voices suddenly cried out in terror, and were suddenly silenced. That’s the equivalent of what happens when you make outdated processes faster with new technology. Instead, get your processes in order by mapping your customers’ new journey before taking on new tech to help.

Hold on tightly to control

Though it may seem counterintuitive, the more you let go of control of customer interactions, the more engaging your organization will be. Give up control of all interactions to your customer, and you’ll never be mistaken for a stuck up, half-witted, scruffy-looking nerf-herder.

Don’t respect your customers’ time

In Episode IV, R2-D2 and C-3PO have landed on the desolate desert of the planet Tatooine after escaping the initial battle of the film. It’s hills and sand for as far as you can see, and C-3PO laments, “We seem to be made to suffer. It's our lot in life.” It could, however, be your customers lamenting if you make them wait...if you don’t allow them to interact and engage on their time, when it is preferred.

Take the cues from Star Wars.  Avoid these “I have a bad feeling about this” moments.

You’ll feel far less disturbance in the Force. And your customers will thank you.

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Topics: Customer Engagement Digital Context Consumer Behavior