Customer engagement is one of the most important elements for any business owner to focus on. As of now, 54% of customers think that companies need to change how they are engaging with customers, meaning there is a lot of work for businesses to do. If you can provide a better experience, you can receive benefits throughout your business, as 86% of buyers are willing to pay more for a better customer experience.
To improve your customer engagement levels, you need a solid strategy in place. A customer engagement strategy focus on where you interact with customers and how to optimize those interactions for the best results. Below are a few steps you can follow to begin creating a customer engagement strategy.
Develop a Brand Voice
Start by developing a brand voice. A brand voice is the personality of your business that you use throughout all of your communications. Whether you’re interacting with a customer in-person, over the phone, on social media, or through email, all of your customer service agents need to use this same brand voice. The purpose of developing a brand voice is to give customers a better, unified experience.
To develop your brand voice, first, think about the audience you are trying to reach. For example, you’ll likely take a different tone with experienced professionals than you would with young college students. Once you know who you’re targeting, think about the type of voice that customers would like to hear. Create a list of words that would describe this personality. You can then begin to implement this type of voice throughout your communication channels, adapting it over time to better suit your needs.
Focus on Your Customer Touchpoints
Next, you should take the time to focus on each of your customer touchpoints. Touchpoints are where you interact with your customers. Some common touchpoints include a storefront, your website, and social media channels. Once you know your touchpoints, you can then begin to find strategies for improving customer engagement within them. Here are some ideas:
One way to improve customer engagement on your website is with a live chat feature. A live chat feature allows customers to quickly connect with a customer service representative and have a conversation with them.
Quick and friendly interactions are the key to good customer service and live chat is an easy way to do this through your website. Other strategies might include changing your website copy or creating an email capture system.
Social media is one of the more popular communication methods between businesses and customers. To improve customer engagement on your social media channels, you should focus on posting relevant and helpful content. The goal is to attract highly engaged customers rather than the most customers.
For example, it’s much better to get real instagram followers, even if it’s only a few, rather than thousands of fake followers that don’t interact with your content. Think about the type of content your audience wants and focus on interacting with your followers as much as possible.
Train Your Team
It’s unlikely that you’ll be able to handle a full customer engagement strategy on your own. You’ll need to rely on your team, who will handle the majority of interactions with your customers. As a result, it’s important to train your team on the best way to do so.
Spend some time conducting training sessions, where you train your team on how to use your new brand voice, what type of communications they should focus on and how to efficiently move through interactions without making the customer feel rushed. A little time spent now training your team can have a big benefit going forward so be sure you set aside the time.
Finally, gather feedback from your customers. After you have an interaction with them, find out if they enjoyed that interaction. One way to do this is by sending out a survey after a customer talks with your customer service team. In this survey, you can ask questions like whether the interaction was satisfactory, who they worked with or what changes they would like to see. This is one of the best ways to learn what your customers actually want so that you can begin to implement the right engagement strategies.
Get Started on Your Engagement Strategy Today
Building a solid plan to engage your customers can take some time. Even once you create it, you’ll need more time to implement it throughout your organization. For this reason, it might be a good idea to get started as soon as you can. Hopefully, with the above steps, you can begin that process before long and start to receive the benefits that come from higher customer engagement.
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