UK falls behind when it comes to customer engagement

Research by the Epson Business Council has found that small businesses in the UK are falling behind its European counterparts when considering the importance of customer engagement.

As inspiresme.co.uk reports, only 29% of the small businesses taking part in the research believe customer service is an integral factor in differentiating from competition in the current economic climate. Comparatively, 84% of Spanish and 77% of Italian small businesses rate customer service more importantly. A similar pattern is found for customer engagement as three quarters of some European countries highly regard technology as a way to engage their customers while only 49% of UK small businesses believe this.

In B2B marketing and sales, it is essential to build a rapport with prospects while making the effort to maintain relationships with existing customers.  As the results from this survey show, technology is an effective way to improve customer engagement, however UK businesses are either not aware of its benefits or the return on investment it can deliver.

Profunnel offers marketing automation solutions which allow businesses to conduct their entire marketing activity from a single platform. With this technology, companies can integrate their email marketing and set tailored, automated messages to be sent in response to website activity. Additionally, prospect and client behaviour is incorporated into the CRM, the information provided here improves communications as sales people can discuss interests with potential buyers and nurture them more closely through the entire buying cycle.

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