Customer engagement isn’t all about the physical product or tangible aspect of a service, it is just as much an art as it is a science – making use of emotion and personality to really engage with a customer.
Customers now have more power than ever to choose how and when to engage with your brand, so making sure to have a well-thought-out customer engagement strategy is essential.
Below are three of the ways to create deep engagement with customers.
Knowing What Motivates Customers
Experiences are a key part of the world that we now live in, with customers being attracted to experiences that provide them with the stimulation they are looking for. Brands must find a way to creatively engage with consumers and solve a need rather than just trying to sell their products and/or services.
To motivate customers today, brands need to be able to understand them on a personal level. This is important as customers are the force that help to shape the direction of your culture and technology.
A recent study found that 34% of consumers were faithful to brands that offered them the opportunity to personalise products, while 44% of consumers stick with brands that interact with them through their preferred channels of communication.
From a customers first point of contact with your brand, through each touchpoint of the transaction process, understanding the motivation of your customers allows you to engage freely and easily with the people that stand to impact your bottom line most of all.
Immersing Customers in Your Brand
One of the main things that customers want to know is how your products and services will make their lives better, that’s why making sure that you provide superior experiences is important. In fact, it has been proven in a recent study from CEI that 86% of consumers are willing to pay extra for a better customer experience, however, only 1% feel that their expectations are met.
Author and entrepreneur, Paul Greenberg commented “If a customer likes you and continues to like you, they will do business with you. If they don’t, they won’t.”
Therefore, making sure to strengthen your advocate community by building value, emotion and meaning will only be of benefit to your brand. Once you’ve provided customers with a way to engage with your brand on an emotional level and created a base of customer followers, attempt to get them to advocate for you so they can then go on to inspire new innovative ideas and feedback that will allow your business to grow, and for your customers to feel like they’re a part of something meaningful. Done properly customer engagement can nurture prospects for your business.
Measuring Your Impact on Customers
Make sure to survey your customers regularly and use this information to assist in any future improvements for your business – from strategy in planning product and service enhancements to proactively managing relationships. Make sure to have analytic tools, unified reporting, and feedback set up so you can accurately measure customer engagement levels at every touchpoint across all channels. This way you can accurately enhance the customer journey at every step.
A Harvard Business Review study titled “The New Science of Customer Emotions” found that emotionally engaged customers are three times more likely to re-purchase and recommend your product or service, less likely to shop around, and are much less price sensitive.
Identifying the key performance indicators (KPIs) when determining what to measure is very important, as it finds ways to streamline information, so the critical insights come clearly to the surface in actionable ways.
Brands know that customer engagement is the strongest indicator of how customers feel about your brand. Therefore, they are evolving beyond basic information such as sales history and basic demographic information to a far more detailed customer understanding. Doing so enables brands to make every customer experience relevant, personal and enjoyable, ensuring that both consumers and brands win.