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Businesses should focus on internal approach to improving customer engagement

Whether businesses are using the internet or postal mailing software to increase their customer engagement outreach, it's all about dialogue.

While in the past marketers may have been able to get away with advertising strategies that just gave consumers information or shouted the newest discounts and deals, these strategies no longer sit well with consumers.

One of the biggest hurdles keeping businesses from improving customer engagement is a lack of understanding about how to boost this factor. Rather than taking a piecemeal view, it's time for companies to look at customer engagement in a holistic fashion.

"Companies will be better off if they stop viewing customer engagement as a series of discrete interactions and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience," wrote Tom French, Laura LaBerge and Paul Magill in the McKinsey Quarterly, according to The Tennessean.

This means that companies need to become comfortable and effective at sharing customer data internally as well as mining the opinions of customers externally.