Satisfying today’s customers is an uphill task, for they are spoilt for choice!
Every customer-centric business requires a sustainable customer engagement program to make their customer relationships meaningful and mutually beneficial. The strategy could vary depending on the industry and business objectives. But some universal ground rules apply to every business, irrespective of the industry and scale of operation.
Here are four of them that still remain relevant in 2019.
Start with the Game Plan
Someone said if you fail to plan, you are planning to fail. Like every other business function, customer engagement also needs a workable plan. The strategy should define the brand’s short-term and long-term relationship with its customers. Also, the outlined steps should identify the most essential KPIs from which the stakeholders can glean business-critical insights. The engagement levels should then be tracked periodically through responses, AB tests and other analyses. A thorough analysis of customer data, segmentation and targeting are also a must if a company has multiple offerings with disparate customer groups. Past experience and inputs from sales can add immense value at this juncture.
The success of any customer engagement program lies in the possibility of gauging the viability of every single customer. In due course of time, the levels of engagement should also be elevated. This, in turn, results in the enhancement of customer lifetime value (CLV). More satisfaction means more business potential.
Add a Humane Touch
Nobody wants to interact with inanimate objects! So, it is imperative for business owners to humanize their brands. This can be done by listening, empathizing and personalizing interactions with customers by leveraging the technologies that drive customer engagement today. Clue: Who doesn’t like to be wished on an anniversary! Even the day-to-day interactions can be made more interesting by averting monotony in communication. Treat VIPs like VIPs. Start an elite customer club. Being more transparent with customers can also go a long way in accomplishing this task. Offer more opportunities and touch points for them to interact with the brand.
At the end of the day, customers need to know that they are interacting with a company that genuinely cares for them and aims to iron out their issues instantly. Studies have also shown that customers want brands to understand them better and know when and when not to connect with them.
Deliver More Value
Being salesy is the last thing customers expect from a brand they plan to patronize. They expect true value for the money they shell out. Also, different customers have different expectations from brands. So, business stakeholders must understand this and engage with their customers accordingly. Customers need to feel that their time and money are well invested, whenever they are involved in a brand-related activity.
Variety, inventiveness and quality are the value drivers that delight customers. Don’t forget to add them every time and wherever feasible. Simply put, every engagement should be an opportunity to dazzle the customer. Offer a freebie to an unexpected buyer or customer who has returned after a hiatus. Try giving a beta test opportunity to your most ‘intellectual’ customers. It also pays to think beyond wishes and offer exclusive benefits on Red Letter days.
Get the Tech Edge
Being human has its limitations too. So, use all the possible collaboration platforms, social channels, automation tools and learning management systems to engage and delight customers. Create and deliver useful content that customers love to consume. Content is king, so customers will give it the crowning glory it deserves.
It’s important to give customers an omnichannel experience whenever they are ready to engage. AI, AR, VR and real-time personalization are also blurring the lines between real and virtual. Notifications, in-product messaging and in-app communication can be used smartly to stay connected without coming across as intrusive. Always remember to be natural and genuine while offering a benefit. Today’s customers are well informed; it’s not too difficult for them to decipher the true value in every message or offer.
Conclusion
Mature and entrenched brands are thinking beyond the predictable ways and channels of customer engagement. Their prime focus is now on creating customer experiences that are meaningful, sustainable and profitable. Online or offline, what matters is the difference between what a customer expects and what he actually gets. This includes both tangible and intangible benefits. Planning, personalization, value addition and technological innovation can make a difference to a customer engagement initiative. But the much-awaited aha moment happens when a customer expresses his delight and becomes an advocate.
Before taking the plunge, take a look at a few interesting metrics too.
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80%1 of consumers are more likely to do business with a company that offers personalized experiences.
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89%2 are upset when they have to repeat their concerns to multiple representatives.
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By 2021, 15%3 of all customer service interactions will be fully handled by AI, which is an increase of 400% from 2017.
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A consumer survey in the U.S. found that only 44%4 of people think that price is one of the most important company attributes when compared to others.
References:
https://fitsmallbusiness.com/customer-engagement-strategies-and-tips/
https://www.twilio.com/learn/contact-center/how-to-build-a-customer-engagement-strategy
https://www.socialbakers.com/blog/engaging-customers-through-social-media
