What’s your company’s strategy for customer engagement? What procedures do you follow? What are your goals and priorities? How you engage your customers is one of the most important aspects of your company.
When you provide a good experience for your customers, they’re more likely to come back, and may even tell others about it. But if the experience is bad, then they’ll almost definitely tell others about it, and nobody will want to come back. This is why it’s essential to have a solid customer engagement strategy in place, to ensure a good experience for everyone. Here are some of the key capabilities (competencies?) to implement when it comes to customer engagement.
- Be Consistent and Persistent. Engage your customers frequently. Make sure your brand is cemented in their mind, so that you’re the first brand they think of when looking to make a purchase. But also make sure that engagement experience is consistently positive. If your persistence involves flooding customers’ inboxes with spam, or calling every couple of days, you’ll only end up turning them off. Have a specific goal in mind, and make sure every engagement is consistently designed to advance that goal in a positive way.
- Don’t Ignore Social Media. In today’s world, almost every business has some sort of social media presence. But many companies forget that it’s a two-way method of communication. You can use it to reach out to your customers, but they can also use it to reach out to you, sending you messages, tweets, posts, etc. about their needs, questions, issues, or overall experience with your company. Therefore, treat social media as you would any other channel for feedback. Respond promptly and courteously and do your best to resolve whatever issues your customers may be facing.
- Manage Your Knowledge. One of the main reason customers will engage with your brand is to find some specific information, whether it’s about your company, products, general industry, or something else. The longer it takes for them to find that information, the less likely they are to engage with your brand in the future. Therefore, make sure all your content and the knowledge therein is well organized and easily searchable, making it simple for people to find what they need quickly.
- Analyze and Report. The best way to improve the customer engagement experience is to measure it and make changes for the future. When people engage with your brand, what are they looking for? What needs do they have? Were you able to meet those needs? Did they find what they were looking for? Gather the results in order to find out what you’re doing right and what can be improved going forward, in order to make the customer engagement experience even better.
Whether you’re directly communicating with your customers, or they’re merely engaging with your website or content, it’s paramount that you present the most comprehensive source of information for your brand at all times. The experience your customers have will dictate the opinion they have of your brand, and the opinion that they’ll share with others. Implementing these key competencies will help ensure that their opinion is a good one.