In this current fast-paced and mobile-first society, there isn’t a one-size fit all strategy that works anymore. Consumers are expecting more from brands in the never-ending changing landscape. Therefore, to meet those needs, brands have to learn to embrace and personalise their customer engagement strategies to create meaningful relationships with the customers.
Here are ways you can increase customer engagement:
1) Understanding the Consumer Journey
The customer journey documents the full experience of being a customer. The brand can step into their customer’s shoes and see their business from the customer’s perspective. Understanding the consumer journey will help businesses to gain insights into the customer’s touchpoints as well as pain points. With these insights, brands can focus on when is the best time to engage the customers and how they can improve customer experience.
2) Telling Your Brand Story
Don’t underestimate the power of storytelling. This is one of the best ways to capture your audiences’ attention. Telling a story helps bake information into your audiences’ memories which creates a close and personal connection.
People are programmed to crave and seek out great and interesting stories. Having a brand story is not just simply a mission statement or a marketing message. Try writing a story that can resonate with your audience, show how your brand can make a difference in their lives. It is the way your brand communicates your brand’s purpose.
3) Integrating a Multi-Channels Communication
Brands must implement marketing strategies that span across every relevant channel. For example, brands should ensure their campaigns span wide to incorporate paid search, social, mobile, smart TV, apps and email, while reducing spending in areas that are no longer relevant especially during COVID-19 times, potentially including in-person conferences, on-ground events and travel. It’s critical that messaging remains consistent across every channel.
4) Enhancing Brand and Customer Experience
Delivering an exceptional experience can make your brand stand out from your competitors. Customers will decide to keep doing business with a brand depending on the total customer experience which includes product quality to customer service and interaction.
This process is often neglected when a company starts to expand. When you have multiple teams or departments, there could be conflicting information and explanation across teams. This usually results in frustration and confusion for your customers. Therefore, leads to loss of confidence and trust in the brand. The key is to create consistency in the brand message and processes which creates consistency for the customers.
5) Creating additional value and play a role in the Customer’s lives
The art of creating added value and playing a part in your customers’ lives starts with understanding the consumer journey. By having the ability to see your business through the eyes of your customers, you will discover what is important to your customers. With that, you can determine how your brand can benefit them, help overcome obstacles or even solve their pain points. Create value at every possible opportunity, from education-based marketing to as simple as an educational post on social media could benefit the customer.
6) Increasing Brand Trust among Customers
Brand trust is one of the most valuable intangible assets in running a business. 81% of consumers’ deciding factor is based on brand trust. It reflects your consumer’s expectation of the quality of your product, service, corporate behaviour and the promises your brand has made.
Be accessible and be honest to your customers! This will help gain brand trust. Customers often have many queries, so try to be their solution provider and allow them to interact with you. Apart from that, be transparent and open about the strengths and weaknesses of your product or service. Honesty shows that you care about your customer’s needs. Furthermore, by extending your willingness to help them get the results they are looking to achieve, will help you gain credibility.
7) Strengthening the Customer Engagement Strategy
Customer engagement is about encouraging customer interactions, allowing them to share their brand experiences. It is important to listen to what your customers are telling you, respond accordingly using a customer-first approach. Honest negative feedback can be hard to accept sometimes but it can be one of the most valuable drivers for a change or an improvement in an organization.
Lastly, always provide a consistent (hopefully pleasant) experience for your customers. When a strong customer engagement strategy is executed well, it will foster brand growth and be rewarded with customer’s trust as well as loyalty.
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