All about Customer Engagement

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Customer engagement is the depth of the relationship a customer has with a brand/company.

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In today’s connected competitive world, having a great product/service isn’t enough though. You need to constantly communicate and engage your customer with an innovative ways.

Customer engagement is really worthy for any brand, engage with relevant value.

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It is when anyone that you could potentially sell your product or service to engages with your brand in anyway such as visiting your website or social pages, buys your product, shares your content, visits your real life store and so on.

Ideally when you create your brand and define what you are selling, you create different segments of audiences who are most likely to buy and need your product/services.

From there you map out what your different customer journeys (experiences) would look like based on your different audiences traits. Meaning from the first touch point of driving awareness to sales to loyalty and retention, what are all the different communications and channels you need to create to engage your customers in a meaningful way. This is how you start to define how you are going to market your brand and the resources needed to accomplish it.

So you create your brand, define who will buy your brand and then plan on where you will need to engage them and when they actually engage with your brand in anyway that is customer engagement.

Who is an engaged customer?

The metrics that define an engaged customer can vary according to the business measuring it. For example, a Blog’s engaged customer is the one who has (a) subscribed to their newsletter and (b) has a high open rate of their emails. While for a B2B business, an engaged customer can be someone who has downloaded 3 out of their last 5 resources. Again, they are extremely generic and speculated metrics and it needs to defined for each business individually.

How is Digital marketing connected to customer engagement?

Digital marketing and customer engagement overlap, and in many occasions, are mistaken for the other. That can’t be helped, as most engagement today happens online. Customer engagement, however, is a more specific term and I have to argue that it is only one aspect of digital marketing.

What directly connects digital marketing to customer engagement is the way that marketing sets the tone of engagement. How customers view their interactions with a brand is heavily influenced by the marketing strategy and how it’s executed.

To create effective strategies, you need to base your marketing plan on real data. That is, on concrete data telling you about customers preferences, patterns of behavior, account history, and other factors that may affect how a customer engages with your brand.

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Engaging your customer efficiently, will help you gain exposure, increase customer satisfaction and ultimately improve retention rates.

Engage the customer by proper communication and acknowledgement.

Embrace the customer by participating him directly in your business processes.

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