Digital channels have transformed customer expectations, and customer loyalty is no longer earned just through products or services, it’s built by delivering smooth, personalized, and reliable experiences across every touchpoint.
To find out what contact centres can do, we asked Simon Adnett, VP Sales UK&I/MEA, Enghouse Interactive, for advice on practical ways contact centres can strengthen customer loyalty in the digital age.
Video: Create Loyalty: Keep Tabs on What’s Happening Across All Automated Interactions
Watch the video below to hear Simon explain how contact centres can achieve customer loyalty in a digital world by keeping tabs on what is happening across all automated interactions
With thanks to Simon Adnett, VP Sales UK&I/MEA, Enghouse Interactive, for contributing to this video
This video was originally published in our article ‘Boost Customer Loyalty in a Digital World’
3 Ways to Improve Customer Loyalty in a Digital World
1. Integrate Your CRM
Your CRM contains everything you need to deliver personalized service: customer details, products or services held, preferences, and more.
Connecting your contact centre to your CRM allows agents to identify and verify customers instantly, tailoring interactions to each individual, and these personalized experiences lead to higher satisfaction, trust, and loyalty.
“It still amazes me how many organizations have no connection between their contact centre and their CRM.
The CRM is what holds all the information about your customers. It has the products and services they have from you, it has their contact information, it has their preferences. It’s the perfect source of information if you want to offer a personalized service to your customers.
The other thing about the CRM is that you can use it for identification and verification of customers as well.
So before you engage in any sort of digital interaction with them, you can identify who they are, what services they have, and really tailor that experience to them. And if you deliver great experiences to your customers, you’re going to drive loyalty.”
2. Walk a Mile in Your Customer’s Shoes
Every organization has its own jargon, acronyms, and internal language; however, customers rarely speak in the same terms and may interact infrequently.
You should analyse what customers are actually asking for through calls, chats, and searches, and ensure your systems and teams understand and respond appropriately.
Simplifying communication and meeting customer needs accurately helps retain loyalty, as Simon explains:
“Walk a mile in your customer’s shoes. And by that, what I mean is in every organization, every vertical, every sector that we work in, we’ve all got our own lingo, our own jargon, our own phrases that we use.
Everybody loves a good acronym. Your customers aren’t necessarily going to speak in the same way as you do. They’re not necessarily going to have the same understanding of the things that you offer as you do, because they don’t necessarily work in your industry.
And they may only interact with you once or twice a year, maybe even less frequently than that. So try and analyse the interactions you have and look at what customers are asking for. What are they searching your website for? What are they starting chats asking for?
And really understand if the things your customers are asking for are correctly mapped through to the right areas that you have internally.
Don’t expect your customers to call everything by the same name you do. If a customer comes through to the wrong team, or the wrong department, is that their mistake or did you ask the wrong questions, or did you have the wrong understanding of what they were asking?
Again, if you can improve the level of service that you offer the customers, they’re going to stay loyal.”
3. Keep Improving and Measuring
Even fully automated interactions, such as chatbots or AI systems, must be monitored for quality, and contact centres should be analysing topics, sentiment, and outcomes to ensure customer queries are resolved effectively.
“I think keep improving, keep measuring what’s going on. So even on digital interactions where you’ve completely automated, so you might be using chatbots or full conversational AI, don’t exclude those from your quality plan.
Analyse those interactions in exactly the same way as you would do a human interaction. Because what you want to ensure is that even where you’re completely automating your interaction with customers, you’re still providing the level of service that people expect of your organization.
So you want to be looking at the topics of conversation, you want to be looking at the sentiment that was associated with those, whether the end result addressed the customer’s query, and really make sure that the quality of those conversations is great.
Because again, if you implement these digital tools for automation and you don’t keep tabs on them, you could be offering a really poor service to your customers and just have no idea that that’s the case.”
Continuous improvement ensures digital channels maintain the same high standard as human interactions, protecting loyalty and trust.
Author: Robyn Coppell
Published On: 13th Feb 2026
Read more about - Video, Artificial Intelligence (AI), Customer Loyalty, Customer Relationship Management (CRM), Digital Channels, Enghouse Interactive, Language, Omnichannel, Simon Adnett, Videos
