Customer engagement is key to acquiring, retaining, and converting customers. To establish a relationship with them in a meaningful, effective, and appropriate way. The future of branding is not limited to celebrity endorsements and catchy slogans. Businesses and brands need to be “on” all the time, ready to engage customers wherever they are.
There are many customer engagement tactics and methods that you can use to increase client engagement. But they must be authentic, targeted at the right audiences, and offer compelling reasons for customers so that they will engage.
What is customer engagement?
Customer engagement refers to all interactions you have with customers online and offline. Customers should feel good about your company or brand through these interactions.
Let’s take an example of customer engagement that happens every day.
A customer receives an email about a new product and clicks through the link to visit the company’s website. A customer may call the support line to return an item. A customer can watch a behind-the-scenes video on how a product is created on a company’s Facebook page.
There are many examples of customer engagement. But the bottom line is that businesses that are focused on customer engagement create value, not extract revenue. They offer something more than a sales pitch. A strong customer engagement strategy can foster customer loyalty and increase sales growth if executed well.
Your business’s success can be greatly affected by the right customer engagement strategies. These strategies can improve customer experience and retention rates. They will also help you to attract more customers.
How to improve customer engagement?
These are six customer engagement strategies to build a loyal customer base.
1. Create great customer experiences
84% of companies that improve customer experience report higher revenue. This makes perfect sense. All of us have had bad experiences with companies that made it impossible for us to return. Waiting on hold for too long to speak with a customer service representative, online checkout that was too difficult or even worse! Bad user engagement includes a transaction not going through, a tweet that is tone-deaf, and a transaction that doesn’t go through even after you have entered all the information.
To ensure great customer experiences, you must first map out every interaction with customers. You can analyze each interaction, whether it is in a brick-and-mortar store, website, social media pages, or emails, and identify areas for improvement.
2. Your brand should be relatable and meaningful
Customer engagement is more than just about making sure the experience is smooth and easy. Although that’s an important part of it, it’s also about creating a brand personality that customers love to interact with. Customers will enjoy getting to know your brand and wanting to interact with it.
This is where brand recognition comes in. The customer must be aware of a brand’s existence and what it has to offer. To attract customers’ attention and foster engagement, companies must create a sense and connection with them. The authenticity that you create for your brand is an essential part of this. This is especially important for today’s brand-conscious and socially conscious customers.
86% believe that brand authenticity is the key to choosing which brands they like.
In every aspect of their business, brands communicate authenticity. It might be sourcing materials from suppliers that support your ethics and values. Others may be inspired by the story behind the brand’s birth and the passion that led to its creation. No matter what it means for your company, you should look for ways that customers can see and relate to that authenticity.
3. Conversational marketing is a great way to market your products and services
Customers expect digital marketing to be more sophisticated. No longer is the concept of a store that operates from 9-5. Customers expect and want to be able to communicate with brands and companies at any time and place that suits them. Customers expect to be able to contact companies and brands whenever possible, even if they buy an item online at night.
However, not all companies are able to provide this level of engagement every day. That’s why conversational marketing tools like chatbots can be so helpful.
Chatbots are automated chat services that can be used online to guide customers through their interactions with a company. These chatbots are built on artificial intelligence technology and can replicate human conversation patterns to create engaging experiences that feel very real. Although the customer may not be aware that they are talking to a bot, they will accept it if the communication is efficient.
4. Push notifications are a great option
Sometimes, customers need to be reminded about your offerings in order to engage with them effectively. Push notifications are a great tool to remind customers about what you have to offer.
Short messages called push notifications appear on the user’s desktop or mobile screen outside of the browser. These messages can be used to inform customers about special offers, events, or new news. To receive push notifications, customers must sign up. By opting in to receive them, they already have chosen to engage with the brand.
Next, you need to create push notifications that are compelling and offer a message or offer that is engaging enough for customers to click on them and engage further.
Push notifications are best when the timing and content are just right. It’s important not to overwhelm customers with push notifications. Segmentation is another thing to be aware of. Not all notifications are of interest to every customer. Segment your recipients to find the best message for them.
32% of users will turn off push notifications if they get more than 5 notifications per week.
5. Retention is the key focus
Every marketer knows that retaining customers is more cost-effective than acquiring new customers. Customers who are already customers tend to spend more and more frequently and to recommend the brand and product to their family and friends. Some of these customers convert into customers.
Customers will only return to a business or brand if they have positive experiences with them. Customers will return to a business if they have positive, reliable, and productive interactions. Brands are more likely to engage customers when they feel valued, cared for and excited about new and innovative offers.
Customer engagement and customer retention go hand in hand. One cannot have the other without the others. A solid customer engagement strategy must include strategies to retain customers – keeping them satisfied over the long term and throughout the entire interaction with a company.
6. Improve your social media marketing
Businesses today know that being active on social media platforms is an essential part of their business. Marketers know they need to be active on social media. But the question is how do you engage customers once you are there? Social media networks can be crowded places, with many brands and products competing to get customers’ attention. Customer engagement activities should be focused on.
But How to engage customers via social media? It may seem tedious, but it is essential to respond to customers’ comments on social media. Customers’ complaints can also be opportunities for engagement. Companies should take the time and address them properly. This can make a bad interaction into a positive one.
Posting regularly and often is also important. This doesn’t mean you should post every day. But there should be consistent content and communication so customers can interact with it. This best practices guide will help you to set a regular posting frequency. You should also try to have conversations on social media rather than only talking to customers. Encourage customers to engage in dialogue through interactive content such as polls, contests, and quizzes. Make sure you follow up with customers who engage in dialogue so that they feel heard and taken into consideration.
Best Customer Management Strategies and Examples
1. Jeni’s Splendid Ice Creams, an American ice cream business, has perfected the art of communicating with customers via social media. The company communicates regularly with its followers and has a high average response time. Engaging with your customers via social media is possible by having regular conversations.
2. Goldsmiths, a well-known jewelry brand, uses live chat with voice or video chat support to improve customer communication.
Best Short and Easy to Follow Customer Management Strategies
- Maintain a consistent response time when interacting with customers on social media.
- To increase brand awareness, share positive social posts from your customers.
- To build relationships, follow customers on social media.
- Find out where your customers are most active online and offline.
- Engage customers across channels by using digital engagement tools such as chatbots, live chat, and visual engagement tools.
- Provide a seamless transition between channels and a consistent omnichannel user experience.
- Live customer engagement gives premium customers quick access to help.
- Your agents can be empowered to give prompt answers, solve problems and provide live guidance for navigating through sites or complicated forms.
- Video chat is a great way to quickly learn about customer issues and provide faster solutions.