Home featured Featured Small Business Featured The 3 defining C’s in the future of customer engagement Loren Webb November 7, 2019 The way customers discover, browse and purchase has changed irrevocably over the past decade. Yet a few fundamentals hold true – at the heart of the customer journey is human, one-to-one interaction which businesses need to provide at scale. The way businesses do this will vary, but ultimately comes down to instilling confidence, building connection and enabling convenience – the three Cs. Today, customers hold power, literally, in the palm of their hands. Nine in ten (89 percent) Australians own a smartphone, and a quarter (25 percent) of all purchases in Australia are made on a mobile phone (the percentage is higher for younger demographics: 76 percent of 18-24 year olds, and 78 percent of 25-34 year olds make purchases using their mobile phone). Social media has become a core driver of business value; but to unlock that value, brands must prescribe to the three Cs of customer engagement. Confidence The Edelman Trust Barometer for 2019 shows that the public is looking to business for leadership on big social issues: 76 percent of survey respondents said CEOs should take the lead on change, rather than waiting on governments to impose it. Issues like equal pay, discrimination, and the environment were among those areas that people thought CEOs could create positive change in. Social media can be one way a company connects and builds confidence and trust with their customers.