Want customers to be more engaging with everything you provide? If you’re wondering how to get them to respond more to your offerings, well, that’s what Customer Engagement strategies are all about!
Customer engagement refers to the ongoing interactions you have with your customer at every touch-point of their journey. While customer engagement is only a part of marketing, it’s definitely not something to be ignored.
In fact, engaged customers are likely to spend more, support new brand initiatives and products, and be your best ambassadors. And let’s face it, who wouldn’t want that?
So how do you engage more customers?
Customer Engagement strategies are constantly evolving. Here are the top 9 strategies that I’ve found to be especially effective in helping you get more engagement.
Effective Customer Engagement Strategies
Build Great In-Product Experiences
The best way to engage customers in your product is on your product. In-app experiences can easily enhance customer engagement.
This could be anything, from onboarding new users to pointing out and taking customers on a walk-through of new features. It helps customers make the best use of your product/offering easily, and helps you enhance customer loyalty.
After all, there’s no point introducing new features if you aren’t going to show customers the best use, they can make of it, is there?
There’s the basic personalization that everyone does – adding the customer’s name onto the dashboard or in emails. And then there’s taking it one step ahead.
The more personalized the experience is, the more engagement you will notice. So try to understand what your user is trying to gain from your product, and cater what you offer according to that.
Just take the example of Duolingo.
While the app is all about teaching people more languages, they do it in a rather unique way. Just as users are signing on, they’re asked why they are learning a new language. Is it for travel, business, or something else? This will then help Duolingo tailor the oncoming experience to the purpose.
This is what going the extra mile looks like. So try to go a step beyond and cater your experiences to users. In a world of basic personalization, go beyond.
Invest in and Optimize Analytics
Not all customer experience insights come from online surveys.
To understand your customer behavior, simply track overall activity rates to see whether your latest engagement tactic has worked.
The best way to do so is to analyze the results. With numerous analytics platforms available, you can observe customer actions to track and improve engagement rates.
Look into whether customers are clicking on or using new features, what feature is the most popular, and so on. You may even analyze actions based on personas to understand which customer engagement strategy works for which target audience.
Incorporate In-App Customer Surveys
Rather than following up on a purchase or user experience later or via a different channel, incorporate customer surveys into your app. This capitalizes on your customer’s attention just when they’re most attuned to your offering.
Moreover, you can customize feedback surveys, whether it’s NPS, CSAT, or CES, to appear immediately after a particular workflow or even target it towards a specific user persona.
This way, you will be capturing insights from the exact right people at the exact right time, and what’s more – you will notice a definite spike in response rates!
Involve your Best Users
Keep an eye out for customers who swear by you. Every business has power users who buy from you more than others, are significantly more engaged, and remain more loyal.
These are the brand advocates and product champions you need to rope in.
Get them involved in product launches, give them a sneak peak of what’s coming up next, and get the buzz spreading.
By rewarding their loyalty, they will feel like a part of your enterprise. And let’s face it, word of mouth is one of the most powerful factors for increasing brand value.
Focus on Expansion Revenue
Existing customers are a lot easier to upsell to. So if you’re looking to increase customer engagement and improve revenue, focus on customers that are already investing in you!
Moreover, expansion revenue can also help reduce customer churn, and increase loyalty. So if you are a growing SaaS company looking to spread the word, don’t forget that your core area of focus ought to be the customers you already have.
Use Rewards and Incentives
Who doesn’t love a special offer or a discount?
Giving loyal or new customer discount codes, free additional software’s or features combined with feedback is one of the easiest ways to improve customer engagement.
So while you are asking customers for testimonials, let them know that there is something in it for them too.
This will act as a definite incentive to not only give you genuine feedback, but also drive engagement.
After all, everyone loves the brand that gives back to them.
Acknowledge Cultural Differences
We live in a global world, so businesses are rarely limited by geography. With clients from everywhere, you need to take several factors into account for maximum engagement.
Show customers that you recognize and care for them and where they are from. This can be as simple as being aware of cultural holidays.
For example, don’t send out emails to American clients on the Fourth of July – not only will they probably not notice, but it will appear a little badly timed.
Paying attention to these details will also give you a better idea of when to approach clients and receive the best rate of feedback.
Brands are expected to be consistent. Whether a client approaches you on social media, on personal chat, email or more – you need to maintain a consistent brand voice.
So create a set of brand guidelines. If you are a business based in the US with development centers elsewhere, ensure that all communication is always done in American English. Design ground rules for everyone to follow so that your business communication appears cohesive and consistent throughout.
Bonus! Use Social Media as a Customer Service Tool
Let’s face it, everyone is online and social media has become a crucial tool of life. So when you set up your social media page looking to represent your brand, you’re also giving your customers an easy way to reach out to you.
When customers comment here, always make it a point to respond.
Whether it’s a detractor, an advocate, or just someone sitting on the fence – now is your chance to show them (and everyone else) how customer focused you are!
Besides, social media has practically been designed for engagement, so ask questions, conduct polls, online quiz, send out surveys, and simply get conversations started around your brand.
Customer engagement may only be a small part of marketing, but if done right it can completely transform your business. In fact, simply keeping these aspects in mind and incorporating them can increase your brand advocates, reduce customer churn, reduce purchase cycles while increasing buying frequencies, thus having a holistic impact on your business.
So if there’s one thing you want to truly focus on developing in 2020, let it be customer engagement. You will be surprised by the impact it has on customer experience and overall brand growth!