Customer engagement has become a common phrase in marketing. It stems from the rise of social media and marketing as a two-way communication form. It’s a broad category and there are a number of definitions that would be accurate. We view customer engagement as the process of interacting with customers in new or traditional media for the purpose of building relationships that increase loyalty, generate word of mouth, and grow sales.
Much of customer engagement takes place in new media. Email is still one of the most effective forms of permission based engagement. Social media platforms such as Facebook, Twitter and LinkedIn not only facilitate business-to-consumer and business-to-business engagement, they foster “word-of-mouth” or viral opportunities. When your business has a loyal following, those people will sing your praises. But when your customer service fails, it’s now a public affair that can damage your reputation on the internet.
Traditional media is frequently used to grow online engagement. Television commercials and direct mailers will send prospective customers to websites or landing pages to start the engagement process. The targeted individual may not be ready to buy today, but they can begin the process of engaging to learn about your business. As they interact with you and become comfortable, the relationship and trust level grows. When they are ready to make a purchase, you are the logical choice and the emotional choice.
Engaging with your customers and prospective customers offers the opportunity to build brand, demonstrate your customer service capabilities, and increase loyalty.
Please contact us if you would like to learn more about our Customer Engagement strategies.