Good customer experiences can set your business apart. But how much should you engage your customers?
The key to customer success is finding the right balance between high and low touch engagement models. High touch customer engagement offers a hands-on approach, prioritizing deeper customer relationships through direct interactions. On the other hand, low touch customer engagement streamlines interactions with less direct contact.
Your customer engagement model will largely depend on the type of products or services you sell. Still, the right decision is a delicate balance aligning your company’s objectives with customer expectations and needs.
Keep reading to learn more about high touch vs. low touch engagement and how to choose the right model for your business.
What is a high touch engagement model?
The high touch engagement model emphasizes the importance of customer service through direct and personalized interactions with customers. This approach requires more customer hand-holding to provide them with the level of service they expect. In a high touch model, businesses build strong relationships, provide tailored solutions based on a particular customer needs, and offer support.
Many SaaS companies use this model, especially if their solutions are relatively complex with a learning curve. High touch engagement strategies typically involve dedicated account or customer care managers who work directly with the customer to meet their needs and provide ongoing consulting after onboarding.
The benefits of a high touch customer service approach are largely associated with customer relationships and attracting high-value customers. With this model, account managers can deliver highly personalized experiences tailored to the needs of each customer, helping them build stronger relationships that increase loyalty and overall satisfaction.
Unfortunately, these benefits come at a cost. Since high touch models require one-on-one interactions between businesses and customers, they’re time-consuming. Clients may require ongoing support, and your account managers can only handle so many customers at one time, making high-touch engagement models difficult to scale. In addition, because they’re so resource-intensive, high touch models are the most costly.