According to Mohan Sawhney from the Kellogg School of Business, traditional marketing does not exist anymore. This is because customers are hanging on digital channels and platforms, which demand more engagement and two-way channels of communication.
While this has opened up newer channels of targeting existing and potential customers, it has also opened up a new set of challenges for brands. The impact of one positive or negative comment on social media platforms can have far-reaching repercussions for the brand.
In this article, we will look at the top five ways through which brands can create authentic customer engagement for customers. We will also briefly discuss why customer success and customer engagement strategy is very important for any business in contemporary times.
What does Customer Engagement mean?
Customer engagement is the process of engaging with the customers through different stages of their customer cycle. This means staying with the customer and deciphering what he or she wants to do right from the purchase consideration stage to the post-sales stage.
Customers do not want to simply buy or use a brand’s products or services anymore. They want to enjoy the experiences, which come with it. Engaging with customers not only makes them feel special and important, but it also has a strong business intention- encouraging repeat purchase.
According to experts, a strong customer engagement strategy has a direct impact on a company’s sales and revenue figures. This means that in terms of growing a business, customer success and engagement should figure among the top three priority factors.
5 ways to create an authentic Customer Engagement strategy: The List
1. Offer Value, Information, and Constructive Advice:
It is important for brands to offer real value and information to their customers. Nobody wants to be bombarded with products and services all the time. Brands need to exchange a customer’s time for value. This is very closely related to Inbound Marketing.
2. Showcase Successful Customer Case Studies:
If a brand says something positive about itself, people are not going to buy it in the same way as when someone as a customer says it. People identify with peers who come from a similar social position and standing. Hence, it is important for brands to show their real customers and ask them to offer their honest feedback.
3. Use Customer Success Software:
Doing everything manually can be quite a pain. This is why many SaaS companies have innovated on customer success software to help businesses in this regard. By aligning your company’s expectations and the different teams on one integrated software, you can better plan, formulate and explore better opportunities for further engagement and success.
5. Encourage Dialogue and Discussion through Forums and Community:
Building a community around your industry niche is always a favorable way of reaching out to customers already interested. It also helps in displaying a brand’s proactive approach to providing thoughtful and constructive suggestions about the problems and issues affecting customers, not necessarily belonging to the brand.
5. Use Social Media Proactively:
Some brands take the wrong step of removing negative comments or reviews rather than proactively addressing them. If you are successful in overturning a negative review into a positive one, there is no greater victory of the customer engagement strategy. Social media is one of the most important channels of engaging with existing and potential customers.
Brands need to be as real as possible in front of customers. This helps in forming relationships that go beyond just buying and selling. At the end of the day, most of us tend to forget that we are dealing with human beings. By using the above five strategies, companies can hope to cement meaningful and productive relationships with customers.
Do you think customer engagement is essential for a brand’s long-term success? Let us know in the comments section below.