What exactly is customer engagement?
Customer engagement refers to a consumer’s interaction with a company or brand. Customer engagement is the process of connecting with customers throughout the customer lifecycle, from acquiring them to the moment they buy to encouraging their advocacy of your products. Customers can be engaged in a variety of ways, including email campaigns and SMS texting, as well as social media and loyalty programs.
Customer engagement indicates how a buyer interacts with your site, how much they like your products, and how likely they are to remain loyal to your brand. Customer engagement metrics are critical for determining ecommerce success because they can predict sales and revenue, business development, and customer retention.
So, if you want to learn more about your target audience, increase brand loyalty, retain customers, increase average order value, increase customer lifetime value, improve customer satisfaction, and meet business objectives, you must develop and implement an effective customer engagement strategy.
What is a customer engagement strategy?
Despite technological advancements, many businesses continue to rely on phone and email for customer engagement. Implementing a more customer-centric strategy can help your operations team communicate with customers better by giving them access at every stage of their journey, from acquiring potential clients to retaining supporters or converting loyal followers into advocates.
To connect meaningfully with these people, you need a system that connects seamlessly across channels, making them feel like valued partners rather than numbers.
Common mistakes businesses make when creating customer engagement strategy
- Not keeping up with customer demands and technology
- Lacking emotional investment
- Ignoring reviews
- Not asking for customer feedback
- Not keeping the conversation going
- Not monitoring or tracking metrics
How to improve customers’ experiences
Studies show that 82% of customers have stopped doing business with a company after having a bad experience. What exactly does this mean? If your company doesn’t understand what motivates its customers, chances are your competitors do. So, how can you use customer engagement to boost your sales? By implementing a successful customer engagement strategy.
In this guide, you will learn how to improve customers’ experiences by understanding the various ways to engage with them throughout their journey. By the end of this guide, you’ll have a better understanding of how to reach more customers, provide fantastic service from start to finish, and turn your happy customers into business growth opportunities.
1. Understand your customer’s journey
You can’t develop or implement a customer engagement strategy unless you first understand who your customers are and how they interact with your brand.
A good place to start is to map your customer journey and identify all key touchpoints, bottlenecks, and challenges that your customers may face. This will allow you to learn more about their needs and behaviors, as well as identify areas for engagement.
You can begin creating customer profiles or personas by analyzing your customers’ behavior and attributes. You can examine signals that are important to your business, such as location, income, motivations, interaction history, and others.
Using this knowledge, you can generate ideas for engaging each persona in the way they prefer.
2. Optimize your business for local searches
Your Google Business Profile and website are two places where potential customers expect to find accurate and up-to-date information about your company. Google Business Messaging from your Google Profile, and live chat or a chatbot on your website, are convenient ways for prospects to engage with your company after finding you on Google search. But what if they get incorrect information about your company from these sites, or worse, can’t find you at all on Google?
A complete and properly optimized Google Business Profile can go a long way toward creating a positive impression of your company. Your company’s website should also be well-designed, SEO-optimized, and provide accurate information about your products, services, and locations, among other things. Pay close attention to your website’s page load times. Visitors simply hate having to wait for website pages to load, which creates a negative user experience, causing them to leave the site quickly.
3. Boost your online reviews
Your digital reputation is built on online reviews. They help you stand out, generate more sales, and improve your search engine rankings. Consumers trust reviews more than word-of-mouth or traditional marketing, making reviews extremely valuable marketing tools. Responding to reviews that your customers have taken the time to write, whether one or five stars, adds a layer of transparency to your business.
This is how you can make the process as easy as possible:
- Ask for reviews on the sites your audience frequently visits
- Create personalized workflows
- Customize your review requests
- Connect your apps and automate the process
- Send review requests on multiple channels – not just email
4. Offer a Webchat service
Webchat is the most effective way to provide excellent customer service and improve your customers’ communication experiences. Businesses that provide web-based support see an increase in customer satisfaction and sales. In fact, 56% of consumers in the United States are extremely satisfied with chat interactions.
Furthermore, it frees up time on your team that would otherwise be spent on customer calls to answer questions that could easily be answered via webchat. Close deals faster with a Webchat platform that provides your customers with a name and a real phone number right away, so you don’t have to waste time looking for contact information.
5. Improve your social media marketing skills
For businesses today, being active on social media is a no-brainer. Every marketer understands the importance of being on social media, but the question is how to engage customers once you’re there.
Social media networks are crowded places, full of brands and products vying for the attention of customers. As a result, customer engagement activities must be laser focused.
Although it may appear to be a chore, responding to customer comments on social media, especially negative ones, is critical. Customer complaints are also opportunities for engagement, and businesses should take the time to address them thoroughly and correctly. This has the potential to turn a bad engagement into a good one.
It’s also important to post on a regular and frequent basis. That doesn’t have to mean posting every day, but there should be a steady stream of content and communication with which customers can interact
6. Use data to keep track of your progress
An effective customer engagement strategy won’t go very far if you can’t pinpoint the level of customer satisfaction with accuracy. Successful businesses know they need insights from a variety of sales, feedback, and survey scores in addition to other factors such as reviews or ratings on products or services provided. All this data will help your team make adjustments, so customers are satisfied at every step along their journey, while also providing valuable information about how well you’re doing compared against competitors.
It’s important to be able to effectively analyze customer feedback and gain a unified view of their sentiment for businesses to increase growth rates and stand out among their competitors.
7. Concentrate on retention
Every marketer understands that retaining customers is far more cost effective than acquiring new ones. Significantly. Existing customers spend more, spend more frequently, and refer the brand or product to family and friends, some of whom become customers as well.
Consider this: A customer will only return to a brand or business if they have a positive experience with it. A consistent series of positive, dependable, and fruitful interactions with a business will help keep customers engaged and satisfied, as well as ensure their return.
Customers return to brands when they feel appreciated, cared for, and excited by new and unique offerings.
Customer engagement and retention go hand in hand. One cannot exist without the other.
8. Make your brand meaningful and relatable
Making the user experience smooth and efficient is only one aspect of successful customer engagement. It’s also about developing a brand personality that customers will enjoy learning about and want to interact with.
This is where brand recognition comes into play. Before engaging with a brand, the customer must be aware of its existence and that it offers something unique, relevant, or useful.
To attract customers’ attention and facilitate opportunities for engagement, businesses must work to create a sense of meaning and connection with them. Part of that will come from the sense of authenticity you can instill in your brand (which is critical for today’s brand-weary and socially conscious consumers).
9. Use push notifications
Effective customer engagement sometimes entails reminding them of what you have to offer. Push notifications are an excellent way to accomplish this.
Push notifications are short messages that appear outside of the browser on a user’s mobile or desktop screen. They can be used to inform customers about special offers, upcoming events, or breaking news. Customers must subscribe to receive push notifications, so by opting in, they are already choosing to interact with the brand.
The key to successful push notifications is to get the content and timing just right.
Another thing to keep an eye out for is segmentation. Not every customer will be interested in every notification. Try to categorize your recipients so that they can be targeted with the most powerful message for them.
10. For Consistent User Engagement, Use an Omnichannel Approach
Customers today interact with brands via a variety of channels, such as the website, social pages, email, web forms, mobile apps, and retail stores.
Omnichannel customer engagement unifies interactions across multiple communication channels on a single platform. Different customer circles prefer different modes of communication and failing to have a specific channel means you’re missing out on a large number of customers and leads.
Providing a consistent customer journey experience across all touchpoints is a critical component of any good customer engagement model.
A company’s success is determined not only by an increase in the number of new subscribers, but also by the retention rate of existing customers.
Have well-defined customer engagement strategies in place to grab your customers’ interest. Engage with them in a way that makes them happy.
Get started with Xoopah
Xoopah is a platform that offers a unified Inbox for customer interactions. If you’re looking to deliver a fantastic customer experience across all of your touchpoints, get started with a demo.