“Customer Engagement” is a cliched term that you’ll find heavily used in reference to all aspects of sales and marketing. However, truly understanding how customers engage with your business has never been so important and will be a major factor in determining if you are still in business
in five years time.
Different customer groups have different needs and behaviours and how these groups interact with your products and business is changing all the time. The starting point in understanding what customer engagement means to your business is defining what each customer group wants, when they want it and how do they want it delivered.
Brands that have successfully learnt what their customers needs are have moved away from a ‘one size fits all’ approach to engagement to a ‘one-to-one’ personalised model. Today’s customers expect tailored messages that are relevant and specific to them – and why not? The days of generic, standard marketing messages are over. The brands that are succeeding offer their customers useful information that has meaning and makes their day just a little bit easier. Whether that’s offering style advice in relation to the weather that day or sending user guides for products they have recently bought, every communication needs to be reactive to your customer and add value.
Engagement should be intuitive, it needs to react to customers needs before they are even aware of what that need is. There are multiple stages throughout the customer journey when you should reach out with reactive content and should view personalised communications as an ongoing conversation and not just a one off that ticks the box. From welcome messages to event invites to post purchase advice and abandoned basket reminders every message needs to add value exactly when your customer requires it.
Today’s consumers interact with brands in a variety of ways that involve more than one touch point. It is vital to understand how customers behave across all channels so that communications can be consistent, fluid and clear. Targeting the right channel per customer is key to maximising the impact your communications have. Sending an email when the recipients preferred channel is social will waste valuable time and budget and you will not get the interaction and engagement your business needs.
Reaching out to customers with relevant, personalised information through the right channels before they have to ask for it will keep them engaged, make it easier to be your customer and improve their experience of your brand. Customer engagement might be marketing jargon but ignore it at your peril.
Photospire gives brands the power to engage with their customers through smart, reactive videos that are intuitive to each individual customers needs.