Customer engagement is when a customer interacts directly with a brand; it’s the key to creating potential lasting customers. Customers are the lifeblood of your business. Whether you sell ebooks, software, consulting, coaching, or a physical product (e.g., clothing), without loyal customers, you’ll fail so love your customers. I guess you already know that. But the question is, “do you really love them?” Or you’re just concerned about milking them dry.
Customers are the lifeblood of your business. Whether you sell ebooks, software, consulting, coaching, or a physical product (e.g., clothing), without loyal customers, you’ll fail.
Most brands tend to pay more attention to lead generation and customer acquisition. They forget that until these ideal customers are motivated, and upgraded in their state of mind, they’ll likely switch to competitors – it’s only a matter of time.
The way you treat your customer matters. Are you giving them a good experience? Some of these mediums that can be used to engage customers might include:
- Social media, such as Facebook pages, Pinterest, LinkedIn, and Twitter – basically a page that has pertinent information regarding your product or service, including promotional campaigns, “Try it and see” coupons for new products, sales ads, product information, and/or detailed services.
- In-store demonstrations that might include taster’s tables, a type of “Blue Light Special” that K-Mart used to do to bring customers to a particular department, whether it’s a ten-minute sale on a popular item or a discount on a new item.
- Mobile devices – with the advent of apps, a company can target consumer’s IPhones, IPads, or other mobile devices for a more unique, personalised customer experience.
- Targeted campaigns geared towards the customer’s location, a number of visits online, previous buying experience, and customer feedback.
- Direct interaction with the customer that includes, face-to-face contact, phone interaction, or Skype and IM (instant messaging).
Engaging the customer is also essential in the beginning of a company’s growth. Word of mouth spreads like wildfire when it comes to a customer’s experience. If there are concerns, questions or other issues, ensure your customers have a face in which to contact. If you’re online, have instant messaging so a customer is helped immediately.
According to Verint, 61% of consumers would tell friends and family about their experiences, while 27% reported that they would sign up to the company’s loyalty scheme. According to a 2013 survey by Gartner, “Customers are transitioning to communicating and buying through digital channels.” This has increased the importance of customer engagement manifold. Research shows that customers who get an engaging and a positive customer experience are more likely to stay with the company.
Having contact with your customer through the above venues is crucial to knowing what your customer wants when they need it, and where they need it. The importance of great customer engagement can’t be emphasised enough, as it builds and fosters:
- Commitment to excellent service
- Better communication
- Healthy customer relationships
- Valuable customer knowledge
- Customer loyalty
More customer interactions across channels and devices will give them a “welcome note” to remain loyal.