7 Customer Engagement Strategies Tailored for 2021

Avoid saying things like, “We’ve spent the last month restructuring how our export functionality works.” Instead, focus your message on what your customers can now achieve. Saying something like, “Exporting reports is now automated which will save you heaps of time. That’s why you can’t rest on your laurels and assume someone has committed to your product just because they signed up – they could easily just be curious to check it out. Your customers have given you permission to email them but don’t abuse their inbox. Depending on the nature of your app they are there to enjoy themselves, complete a job, or save time, not to hear about what they can do to make your life easier. Let’s say you’ve just launched your photography app and have acquired those all-important first 100 customers.

Marketers can also use interactive content and encourage user-generated content and feedback, conduct surveys and polls, and host events or webinars to foster interaction and a sense of community. This is where customer engagement comes in – by engaging with customers on a regular basis, businesses can boost customer loyalty and trust. When customers feel that they are being heard and that their opinions matter, they are more likely to become loyal to a brand. They are also more likely to trust the brand when they feel that it is transparent, honest, and responsive to their needs. Another way that customer engagement can increase brand awareness is by creating a sense of community around your brand.

Ways to (Really) Know Your Customers

Although it might seem like a chore, it’s really important to respond to customer comments on social media, especially the negative ones. Customer complaints are also opportunities for engagement, and companies should take the time to address them carefully and properly. Social media networks are crowded spaces, full of brands and products competing for customer attention. Digital marketing is becoming more sophisticated, and so are the expectations of customers. Customers want and expect to connect with brands and companies whenever and wherever it suits them. If a customer buys an item online at midnight, and a problem occurs with the payment process, they want to have it dealt with as soon as possible.

• The novelty of hearing from a brand you love has worn off for many consumers, and there’s simply too much noise for them to wade through.
• Customer engagement offers a unique chance to tailor your products or services to meet consumer wants and needs.
• With proactive customer service, you’re anticipating issues before they occur.

Customer satisfaction remains the ultimate goal and the most-tracked customer service KPI. But in modern service centers, data analytics have brought more granular measures of engagement. For B2C brands, that may look like age, income, and more to determine what motivates your customer. For B2B brands, ideal customer attributes might include industry, company size, title, or location. This insight will help you create a buyer persona that accurately directs your strategy. A customer who is engaged deeply with your product or service may take extra steps in their brand experience with you by engaging outside of your product or service.

Discovery and onboarding engagement models

Managing customer experience is about caring for and improving customer interactions and improving their expectations at all levels. In fact, there are no one-size fits all when it comes to improving your communications with your consumers. Customer loyalty programs are a fantastic engagement strategy that not only encourages repeat business but boosts brand loyalty. The low-touch model emphasizes minimal direct interactions between a company and its customers. In this model, companies aim to automate as much of the customer experience as possible, using technology and self-service options to reduce the need for human interactions. The USP customer engagement model is used by businesses to identify and promote their unique value – the feature or benefit that sets their product or service apart from competitors.

Sentiment analysis tools can scan online mentions and conversations to give businesses a better read on their customers. Driving engagement also doesn’t have to be solely between your customers and your brand, it can also be between customers. Empowering your best customers to easily share your brand with their friends and family can not only help you acquire a new one but also engage the customers you have. Apparel company Only Human offers a referral program where customers can refer anyone. The new customer receives $10 off their first order of $40 or more, while the customer giving the referral receives $10 off their order.

In times of crisis or negative publicity, a strong foundation of customer engagement can be a saving grace. Engaged customers are more likely to give the benefit of the doubt and support the brand during tough times. Their feedback can also be crucial in navigating the crisis and rebuilding trust. So how do you know what your messages should look like to be as effective and engaging as possible? Below, we share key best practices for successful customer engagement, the anatomy of a good message, and a few examples to get your juices flowing. A Salesforce survey found that 56% of customers expect all offers to be personalized.

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