It is generally accepted that customer engagement is the key to driving sales, creating a meaningful connection, building relationships and establishing that all-important trust is an enormous part of that. The suggestion, then, of investing in technology to enhance engagement levels is likely to be met with scepticism. This of course stems from a deep-rooted, cultural approach to sales: that technology cannot possibly carry the same weight as a traditional, face-to-face interaction. And yet, sales teams are using technology every day to further their work. The mobile phone, for example, may seem rudimentary, but is crucial for field sales, in its ability to connect reps with their customers from anywhere, at any time and in any way

Despite the underestimation of technologies power, per say, top-performing sales organisations are beginning to prioritise and work towards a digital transformation. The trick is understanding the extent to which technology plays a role in customer engagement, and then appreciating how vital said role is. Indeed, innovative sales teams are using different technologies to build stronger relationships and drive authentic engagement. Most notable, is the increasingly smart use of data and analytics. Organisations are using analytic techniques and prescriptive insights to gain deeper customer understanding, to remain informed on customer trends and to create a tailored customer experience as a result.

What’s more, the service expectations of customers today are constantly reshaped by technological advances. There is a risk, therefore, of customer frustration if they engage with companies who are reluctant to adopt the technology used by their competitors.

Digital transformation is about using technology to complement what is already in place and taking that customer engagement to the next level. Start yours today.