Nowadays, customer engagement is a buzzword which often tends to be misunderstood. We know that engaged customers are better brand advocates, so it’s important for businesses to understand the concept well and nourish the right customer interactions.
Thanks to new technologies, marketers want to understand and predict the level of customer engagement. For many companies, this is a huge challenge, because consumers are much better informed and have more options than 15 – or even 5 – years ago. Their expectations have gone up and sometimes they are difficult to meet. And similarly, companies want clients who don’t just shop – they should influence others, recommend their brand and provide them with useful feedback. In short, they want engaged customers.
The big question is how to calculate customer engagement? There are a few metrics you can use to see how engaged your customers are, such as: how often they visit your e-shop, how often they buy from you, what their average order value is, etc.
Some businesses believe that customer engagement is just about interacting with customers, others think that customer engagement equals customer loyalty. And although engaged customers are usually more loyal, it’s not as simple as that. Let’s look at some types of customer engagement to help you understand the concept better.
Emotions have a crucial impact on customer engagement and loyalty. According to research, 99 per cent of decisions that consumers make are a result of some subconscious emotional processes. This means that customers should associate your products and services with pleasant emotions. In this way, you will also drive sales, because satisfied and engaged customers buy more and complain less. To maximize emotional engagement, make your communication more personalized and relevant to your customers. For example, you can provide them with recommendations and marketing messages that fit their needs.
With the increased use of social media, consumers started using their profiles to complain about bad customer experience or praise their favorite brands. You’ve probably heard about influencer marketing – if your customer has a good experience with your brand, he will share it on social media and influence others to check out your website or buy from you.
Unlike other types of engagement, social engagement largely depends on interactions before and after an actual purchase. Make sure you provide customers with excellent customer support and respond to their comments on Facebook or Twitter. Use the right technology to encourage clients to send you feedback via surveys or contact forms to provide them with better customer experience and avoid negative comments published on your wall.
Customer engagement is often monitored at the brand level. For example, you can monitor how many customers search for your brand name in a search engine, how many times they mention you in a comment on Facebook or how many times they use your brand’s name as a hashtag on Instagram.
It’s useful to know how much time customers spend using your products and services and how satisfied they are. Customer who use your products often and who like using it are more likely to buy a new model or upgrade to a higher version.
Now that you know what types of customer engagement to focus on, it’s time to make some changes. Let us know what you did to make your customers more engaged!