Customer satisfaction alone does not cut it anymore. Satisfaction is a given. So, what’s a more effective strategy to pursue to create value for your customers and increase their loyalty? Today, the answer is customer engagement. Here are seven ways to engage with your customers on a deeper, more personal level:
1. Make it a seamless customer experience across touch points. Some customers will begin a buying process by researching on their mobile phones, move to their desktop computer to read reviews then call a store or branch before finally purchasing or enrolling. It’s crucial to keep them engaged seamlessly across each of these channels. Emails should be responsive so they can be read on a cell phone.
2. On-boarding is a critical opportunity to engage with customers. Consider sending new customers a few short emails or videos. Look for opportunities to inform them of other products and services.
3. Consistency is key. All departments throughout your organization should be on the same page. This isn’t just a marketing campaign; engagement should be integrated throughout the company so that the customer trusts your brand.
4. Your relationship with a customer doesn’t end at point of sale. Continuing to offer value and engagement will keep customers on board for the long run. That’s why it’s important to measure customer engagement, satisfaction and retention. To do this, systems for gathering metrics should be implemented throughout your organization.
5. Engagement should be driven by customers’ individual preferences. This includes the timing and frequency of contact. Multi-channel integration without preferences is multi-channel irritation. Knowing your customers’ preferences leads to better personalization, shows your customers that you are listening, and ultimately fosters solid, long-lasting relationships.
Multi-channel integration without preferences is multi-channel irritation.
6. Provide personalization to your customers. True personalization is critical. Demographics can tell you what a customer might be interested in, whereas actual customer behavior tells you where their interests lie. Customers expect that they need to provide personal information to companies to reap the benefits of personalization, and the majority of consumers are willing to do that. Personalization should be a service, not a sales tool, that allows you to provide more value to your customers.
7. Be authentic and humble. Customer feedback, suggestions, even complaints are an opportunity to deepen your relationship through additional touchpoints. Respond to them and take them to heart.
It is more important than ever to listen to what your customers have to say. You may think you know exactly what they want, but you don’t truly know until you ask them. The more personally engaging and trustworthy your brand is, the more value you provide to your customers, the more likely they will remain loyal to your organization.
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