FastBusiness - Customer Engagement Strategy
Post on 28-Nov-2014
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Your customershave changed
a lot in thepast decade.
Not so long ago, engaging customers
was simple
Traditional advertising was effective,
and customers were more loyal.
But today’s customer is
DIFFERENT.
Now the customer is driving the sales conversation
They are communicating when, where and how they want.
They are communicating when, where and how they want.
customer engagement is more than justmarketing your products or services.
TODAY,
It’s an ongoing dialogue – not a series of one-off experiences.
It’s about engaging with consumers and encouraging them to engage with each other, so they feel emotionally tied to your brand.
People tend to buy things based on how they
about a brand or product.And they talk to their friends and family
about their experiences.
That’s why customer engagement is so important.
FEEL
http://www.gallup.com/strategicconsulting/en-us/customerengagement.aspx?ref=f
“Customers who are fullyengaged representan average
in terms of share of wallet, profitability, revenue and relationshipgrowth over the averagecustomer.”
“Customers who are emotionally engaged are more likely to complain less, compliment more, buy more
and contribute more than those who are not.”
http://www.gartner.com/newsroom/id/2689817
However, engaging customersis more challenging than ever.
WHY?
WHY?Multiple
channels.
WHY?Multiple
channels.Fragmentedaudiences.
WHY?Multiple
channels.Fragmentedaudiences.
Rapidlyevolving
customerexpectations.
WHY?Multiple
channels.Fragmentedaudiences.
Rapidlyevolving
customerexpectations.
Lower levels of
customerloyalty.
But don’t panic! There are plenty of things you can do to improve the way you engage with customers.
The first step? Develop a long-term
customerengagement
strategy. Your strategy should consider four key factors.
How can your business use technologyto attract and retain customers?
1
Technology
How can your business use technologyto attract and retain customers?
1
Technology
0 6 2 8
CRMCLINT’S CAR SALES
uses CRM (customer relationship
management)software to track
customerinteractions,identify and
target leads,and manage
marketingcampaigns.
DATA ANALYTICSFeli�y’s Fashions
uses data analyticsto understand
customer demographics and behaviours, track
the customerjourney and
develop more targeted
marketingcampaigns.
2
With so much information available today, customers spend more time researching a product
or service before making a decision.
Communication Channels
2
With so much information available today, customers spend more time researching a product
or service before making a decision.
Communication Channels
To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
PHONE CALLS.
To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
PHONE CALLS.
WEBSITES.
To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
PHONE CALLS.
WEBSITES. MOBILE APPS.
To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.
PHONE CALLS.
WEBSITES. MOBILE APPS.
SOCIAL MEDIA.
CLINT’S CAR SALES
uses CRM (customer relationship
management)software to track
customerinteractions,identify and
target leads,and manage
marketingcampaigns.
But don’t forget face-to-face
contact!
Customers still value this.
STORE
In the retail industry, physical stores will remain the dominant revenue-generating channel over the next
few years. https://www.gartner.com/doc/2377415
3
Onlineinteraction
What do customers expect online?
3
Onlineinteraction
What do customers expect online?
73%
ON-LINE
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73%
ON-LINE
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73%
ON-LINE
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73%
ON-LINE
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73% 53%
ON-LINE
say the need to have their issues resolved in one interaction is
very important.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73% 53%
ON-LINE
say the need to have their issues resolved in one interaction is
very important.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73% 53%
ON-LINE
say the need to have their issues resolved in one interaction is
very important.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
73% 53%
ON-LINE
say the need to have their issues resolved in one interaction is
very important.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
4 Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html
73% 53% 84%
ON-LINE
4 Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html
73% 53% 84%
ON-LINE
4 Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html
73% 53% 84%
ON-LINE
say they would revisit a websiteif they felt their needs were metin a simple and
efficient manner. Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html
73% 53% 84%
ON-LINE
say the need to have their issues resolved in one interaction is
very important.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
But don’t forget face-to-face
contact!
Customers still value this.
A website is often the first place people go to learn about a product or service.
Is your website up to
SCRATCH?
What about your social media?
If you don’t have a solid social media strategy, you could be missing out on a big chunk of business.
If you don’t have a solid social media strategy, you could be missing out on a big chunk of business.
A UK study found that almost 80% of consumers “would be more inclined to buy more often in the future because of a brand’s presence on social media”.
Unlocking the power of social media, Internet Advertising Bureau UK, July 2013, http://www.iabuk.net/blog/unlocking-the-power-of-social-media
A UK study found that almost 80% of consumers “would be more inclined to buy more often in the future because of a brand’s presence on social media”.
Unlocking the power of social media, Internet Advertising Bureau UK, July 2013, http://www.iabuk.net/blog/unlocking-the-power-of-social-media
4
Employeeengagement
Happier staff = a more diligent workforce.And happier customers.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
4
Employeeengagement
Happier staff = a more diligent workforce.And happier customers.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
say getting their issues resolved quickly is the top factor in creatinga great online experience.
engagedBut only 13% of employees are
at work.
http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx
How engaged are your employees?
How engaged are your employees?
Your journey towards greatercustomer engagement starts today.
Download the ebook to take the first step.
Infographic: RussellTate.Com
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