7 Customer Engagement Strategies That Marketers Can’t Omit

7 Customer Engagement Strategies That Marketers Can’t Omit

Customer engagement today is very different than that of the past. Today, people have a lot of choices when it comes to the number of interaction mediums due to the large number of technological advancements, and customers expect brands to anticipate and meet their needs in real time.

Let’s ask the most difficult question – how does a brand go about engaging a modern consumer?

The customer experience is about so much more than just the sales journey — it’s about feeling heard, getting answers to questions, having problems fixed, and feeling a connection to the brand. In addition to marketing and customer service, brands need to be thinking in terms of customer engagement.

 

What is Customer Engagement?

Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty.

Businesses that focus on customer engagement are focused on value creation, not revenue extraction. They give people something meaningful beyond a sales pitch: a brilliant end-to-end customer experience, great content, or interactive, real-time customer support.

Customer Engagement Statistics

Here are some customer engagement statistics that might explain why so much focus is being put on engaging customers:

  • “Companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies.” – Aberdeen
  • “Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer.” – Gallup
  • “58% of executives reported not having a formal customer engagement program in place, and 60% didn’t know how many customers they’d lost over the past year.” – Convero
  • “70% of buying experiences are based on how the customer feels they are being treated.” – McKinsey
  • “Only 25% of Millennials are fully engaged customers, and their engagement is highly dependent on technology. In order to attain their attention brands much achieve excellence in every channel.” – Gallup

 

Here are seven customer engagement strategies that can build a loyal customer following:

  1. Listen to Your Customers

Mobile apps give companies amazing opportunities to learn more about their customers. Using surveys consistently will allow you to get feedback from your customers, which you can then use to improve your offerings. And though you might not like to hear it, negative feedback is the most valuable because it shows you where you can make changes to better engage your customers. The key is not to just gather the data. You have to act on it.

 

  1. Embrace the Omni-Channel Concept

Customers connect with companies via different channels. They have a wide range of channels to choose from and few use just one channel. For example, a customer might start with the brand’s print catalogue, graduate to the brick-and-mortar shop and make the final purchase online. This is the way the consumer operates today and you need to align with their needs, which means offering them multiple channels and an excellent experience across all of them.

  1. Get Involved

Regardless of the platform you use, you need to get involved. Don’t just talk at people, bombarding them with promotional messages all the time. Actually engage in conversations with them. Listen to their problems and learn from those issues. And respond. By responding, you show your customers you care, which can go a long way towards building that ever-important loyalty. Looming over your customers like a faceless corporation will not win you any brownie points, so get involved in the conversation.

  1. Engage them on social media and other online platforms

What’s the best way to get up close and personal with a customer? It’s on social media. Tag them, call them out, thank them, or offer them something to catch their attention. Not just on social media, use other online platforms and communities like Yelp.

But wait, don’t stop there! Share customer reviews and testimonials on your own social media pages to give attention to them.

  1. Use a Rewards or Loyalty Program to Charm Your Audience

There’s one thing everyone wants to get in on – rewards! Just the mention of the word lightens up the mood. And, people love it if they get something in return for their actions. Why not supplement your efforts by having a rewards or loyalty program in place? It’s a sure-fire way to increase engagement!

Host an Event and Invite Your Audience for Exciting Activities

Most companies perform some level of market research about their audience, mostly for marketing campaigns. Why not use that to host your own little event with only your audience as the attendees? It will make them feel special, and show them that you really care about them. Give your VIP customers personalized passes they can use to enter the venue, and then have someone greet them to offer them a taste of royalty.

  1. Invest in Employees

Your staff is your most important asset. The more qualified and experienced they are, the better they will be at engaging with your customers. And you need to promote a culture of engagement that focuses on creating an outstanding customer experience so that everyone in your organisation is on the same page.

  1. Use Customer Data Effectively

Relevant customer information is vital because you can use it to develop other strategies to engage your customers – ones that are tailored to your target market, which will make them even more effective. You should analyse customer behaviour and demographics. Don’t assume you know your customer because the reality might be starkly different to your perception. If you don’t conduct an analysis, you will end up making mistakes that will cost you in the long run.

Use all the tools at your disposal, from customer engagement measuring software to customer satisfaction survey tools, to get an accurate picture of your customers and what they want or need. The more information you have, including customer engagement metrics, the better able you will be to craft and implement effective customer engagement strategies.

Engaging customers is not as easy as it sounds. You have to connect with your audience on a much deeper level emotionally and build trust. Most importantly, it’s about going out of the way for them. We at Prana hope the above customer engagement ideas and strategies help your brand engage audiences of all sizes.

Reference:

https://www.ameyo.com/blog/customer-engagement-strategies
https://www.yotpo.com/blog/the-indispensable-list-of-new-customer-engagement-strategies/

https://www.getcloudcherry.com/blog/customer-engagement-strategies/

Top 10 Customer Engagement Strategies

https://www.outbrain.com/blog/3-golden-customer-engagement-strategies-that-marketers-cant-ignore/

 

 

Written by Prisha Debipersad, Prisha has a love for travel and has lived in Germany and Australia, gaining work and life experience along the way. Being proudly South African she is happy to be back on her home ground. She currently is completing her masters degree as well as providing valuable support to Prana as a Marketing Assistant. .
Consumer marketing research and why does it matter?

Consumer marketing research and why does it matter?

Consumer marketing research is market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data). It is the systematic collection of data regarding customers’ preferences for actual and potential products / services. It establishes questions about your intended market and finds relevant answers. Consumer marketing research is needed to ensure that we produce what customers really want and not what we think they want.
consumer maketing research -Qoute

 

The consumer market in the United States is the largest consumer market in the world, and is made up of approximately 300 million consumers and these consumers spend more money than any other country. In South Africa the consumer market constituted R1857 815 Million in the second quarter of 2016.

Consumer marketing is all about creating and selling products, goods and services to individual buyers. These items are usually used for personal use and household consumption. Consumer markets today are experiencing rapid changes and are flooded with new opportunities and new challenges. The significant changes in the consumers’ buying behavior, urbanized lifestyle and growth of service sector are the main reasons behind the importance of conducting consumer marketing research. Markets are dominated by products and services designed for the general consumer and industries in the consumer markets often have to deal with shifting brand loyalties and uncertainty about the future popularity of products and services.

The ultimate goal of consumer research is to serve as the voice of the consumer. Marketing research focuses on understanding the consumer as a person by focusing on exploring his or her attitudes, needs, motivations, and behaviour as it relates to a product or service. More broadly, consumer research helps to provide a company with relevant, reliable, valid, and current information on their target buyer. Consumer market research aims to identify, understand, and analyze customers and their needs. It is also important to note that consumer market research is not directly synonymous with marketing research. Marketing research is actually comprised of both consumer and business-to-business research and examines all aspects of a business environment, whereas consumer research is solely focused on the consumer.

 

The purpose of consumer research:

  • To help companies make better business decisions and gain advantages against their competitors.
  • To help marketing managers or executives make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs.
  • To remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, the consumer response to marketing programs cannot be predicted reliably or accurately
  • To provide insights that help guide the creation of a business plan, launch a new product or service, optimize existing products and services, and guide expansion into new markets
  • To determine which portion of the population will be most likely to purchase a product or service, based on variables such as age, gender, location, and income level
  • To reveal characteristics of a target market
  • To understand how consumers talk about the products in the market
  • To identify which consumer needs are important and whether these needs are being met by current products
  • With effective market research, your company can gain invaluable information about your competitors, economic shifts, demographics, the current market trends and the spending traits of your customers.

consumer marketing research- the purpose of research

 

With the economy becoming more and more competitive, having appropriate knowledge about the concerns and preferences of your customers has become integral for any business to succeed. Research is the best way to increase customer satisfaction, understand the factors that affect your business and to elevate your performance. Consumer research not only helps in serving your current customers better, it identifies new business opportunities, helps designs marketing campaigns that will target the interest of your potential consumers and helps increase your sales. Consumer research provides valuable information about the potential of a particular market segment, specific time and age group. To better understand where you are going, you need to understand who you are competing against, consumer research helps you keep an eye on your competitors and helps you devise business strategies that will keep you ahead of your business. It also helps you reduce your chances of loss, by launching products that your customers actually want and also helps to find loopholes and areas for improvement in your product.

 

 

Written by Bronwyn van Dyk, Bronwyn joins Prana as a Marketing and Branding Consultant, working on specialist projects.  Bronwyn has a B.Comm Business Management, a diploma in Marketing Management and a certificate in branding. Bronwyn started her career at FNB as a graduate for 5 years and is now an independent marketing consultant. She has worked her way to be a specialist in her field. Bronwyn has worked across a 360-degree marketing sphere in  digital marketing and as well above and below the line advertising..