User Engagement
User Engagement / User Experience
The rise of the social Web has led to a fundamental shift in the way businesses of all sizes engage with their customers. Rather than focusing on "touch points" during the marketing and sales process, they're using social technologies to form meaningful, ongoing relationships that involve frequent online interactions, oftentimes through social channels.
In order to build loyal relationships that extend and last, you need to understand the basic principles of the new definition of customer engagement and put them into action.
The rise of the social Web has led to a fundamental shift in the way businesses of all sizes engage with their customers. Rather than focusing on "touch points" during the marketing and sales process, they're using social technologies to form meaningful, ongoing relationships that involve frequent online interactions, oftentimes through social channels.
In order to build loyal relationships that extend and last, you need to understand the basic principles of the new definition of customer engagement and put them into action.
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1. Customer engagement exists in a full spectrum of experiences.
Customer engagement is no longer a series of one-off experiences—it's an ongoing dialogue. Companies need to be good listeners in the digital age, and that requires a new set of skills. It means listening to customers who are already having conversations about brands –yours and others—in traditional online channels as well as over the social Web.
2. It needs to be results-driven.
Although communication with your customers is an ongoing dialogue, you need not be chatting just for the sake of it. When you engage your customers, have a goal in mind, whether it's improving your product or nurturing loyalty and increasing sales.
70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service. That means that all your customer engagement efforts should lead clearly in the direction of resolution.
3. It's considered mutually beneficial
The new customer engagement strategy should feel less like a marketing and sales campaign, contest, or tool, and more like a well-developed friendship founded on the basis of interdependent needs and mutual respect. The feedback you get from your customers isn't just important for you, it's important for them, as well.
4. It's truly customer-driven.
Remember the days when cold-calling was a part of your marketing strategy? Now, imagine the opposite of a cold call, because that's how customer engagement works today. Your customers decide if and when to communicate. Your job is simply to give them the tools that make the interaction and communication easy and natural. Not only should these tools be easily accessible and highly visible, but they should also offer options for different types of conversation.
When you put the control in their hands, you're more likely to be able to meet their needs, but you also win their trust, and ultimately, you build the loyal customer base you need to grow and succeed.
To learn more about how user engagement can help you accelerate growth,..click here.
Customer engagement is no longer a series of one-off experiences—it's an ongoing dialogue. Companies need to be good listeners in the digital age, and that requires a new set of skills. It means listening to customers who are already having conversations about brands –yours and others—in traditional online channels as well as over the social Web.
2. It needs to be results-driven.
Although communication with your customers is an ongoing dialogue, you need not be chatting just for the sake of it. When you engage your customers, have a goal in mind, whether it's improving your product or nurturing loyalty and increasing sales.
70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service. That means that all your customer engagement efforts should lead clearly in the direction of resolution.
3. It's considered mutually beneficial
The new customer engagement strategy should feel less like a marketing and sales campaign, contest, or tool, and more like a well-developed friendship founded on the basis of interdependent needs and mutual respect. The feedback you get from your customers isn't just important for you, it's important for them, as well.
4. It's truly customer-driven.
Remember the days when cold-calling was a part of your marketing strategy? Now, imagine the opposite of a cold call, because that's how customer engagement works today. Your customers decide if and when to communicate. Your job is simply to give them the tools that make the interaction and communication easy and natural. Not only should these tools be easily accessible and highly visible, but they should also offer options for different types of conversation.
When you put the control in their hands, you're more likely to be able to meet their needs, but you also win their trust, and ultimately, you build the loyal customer base you need to grow and succeed.
To learn more about how user engagement can help you accelerate growth,..click here.
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