8 Clever Customer Engagement Examples From Top Brands in 2021
It’s not an exaggeration to say it’s completely transformed our impact as a marketing team. Discover how to build lasting relationships and fuel growth with Insider’s customer engagement tools and solutions. Even when you’re competing against the distractions of daily life, there will always be room for messages that are interesting, unique, useful, and actionable. Remember, the difference between producing good message content and producing great content isn’t that huge – the difference lies in the quality of customer engagement that you generate. We’ve all become experts at ignoring messages that aren’t meant specifically for us.
Burger King partnered with Coca-Cola to develop Thirst for Speed, a retro 8-bit game incorporating a clever cross-channel strategy. Users dared to beat their race time to win prizes they could redeem and pair with items in the app. Users were nudged to join in on the fun using a mix of in and out-of-product channels like push notifications, in-app messages, and email. Lastly, Burger King segmented users to ensure each message was bespoke to new players and returning champions were served up individually relevant messages. By making their strategy fun and effective in service of their growth goals, the brand acquired new users, enticed existing users to engage with the app even more, and drove up digital sales.
What is customer engagement? Definition, benefits, and strategies for success
This will help you know and understand the best way to increase your brand’s customer engagement. Content marketing includes blog posts, webinars, e-books, videos and other channels that position you as an expert in your industry. Your content should be valuable to your target customers and include information they can’t get from anyone else. In other words, cater your content to your audience’s needs while injecting your brand voice.
Deliver personalized experiences in real-time, across web, app and marketing channels. Understanding your customers ‘attitudes’ toward your products or services is essential in measuring satisfaction. It also lets you analyze your customers’ points of view and tailor your offerings to resonate with them. Analyzing your website traffic can help you understand the effectiveness of your Customer engagement tactics. You can measure the number of repeated visits along with the time spent on your page. Smoothened the existing engagement processes by understanding travelers’ behavior and micro-targeted travelers based on their preferences.
Customer Lifetime Value
It’s important to identify the metrics that matter most to your brand and monitor them consistently over time to gain valuable insights and make data-driven decisions. Engaging with customers yields valuable data and insights about their preferences and behaviors. This information is crucial for tailoring products and services to meet customer needs more effectively. Additionally, customer feedback can guide improvements and innovations, helping businesses stay relevant and competitive.
Best of all, many of these metrics are simple to implement through UX or CX design and can form a cohesive part of your customer journey. As mentioned previously, there are several ways to measure your customer engagement to get specific metrics and understand which of your strategies are working well. An unengaged but positive customer might respond to invitations to engage that focus on price, value, and ease – ‘join our loyalty program and save 5% on these regular purchases’. A customer who is already heavily engaged could become part of a brand ambassadorship program where they are rewarded for recruiting a friend.
The number of pages a user visits in a single session indicates how helpful and engaging your content is. A high number of pages per session shows customers are interested in your brand and your products. A low number indicates there may be a problem with your content, which you can address accordingly.
In-app messages enable brands to send messages directly to active users within the mobile app. This is the perfect vehicle for any messages you’d like customers to see when they’re in your product, like a special promotion or relevant product recommendation. Liberty London, a luxury retail brand for fashion-conscious shoppers, has a heightened focus on engaging customers digitally. To level up its customer engagement, the brand partnered with Zendesk to incorporate high-level email management software that instantly directs any customer comments to an agent’s inbox. Chupi, an heirloom jewelry company, evolved its customer engagement model through a smart integration with Shopify, powered by Zendesk.
This sense of community can also help to spread word-of-mouth recommendations, which can have a big impact on customer satisfaction. Marketers heavily depend on customer relationship management (CRM)—both, a discipline and a system—to improve customer engagement and maintain relationships with customers. A CRM tool allows brands to create a central repository of customer data, trace individual customer interactions, and collaborate within the team. A significant advantage of customer engagement is that engaged customers are more likely to stay loyal to a brand, resulting in reduced churn rates. By consistently nurturing customer relationships and addressing pain points, businesses can enhance customer satisfaction and loyalty. Customer engagement strategies can have a major effect on long-term business outcomes.
With a loyal customer base, you can easily promote and sell products with additional features. In general, it’s simpler to sell to a current customer versus a new lead. In fact, the likelihood of selling to a new prospect is just 5–20%, but the probability of selling to an existing customer is 60–70%. You want your customers to feel heard and appreciated, which, in turn, helps protect against customer churn.
Provides Valuable Feedback
Customer engagement encompasses the entire customer lifecycle, from marketing to sales to customer support and more. It can be an effective way to push customers to learn more about your product, thus improving customer success.A good example of this is the profile taskbar on LinkedIn. It displays how complete a new user’s profile is while laying out the next steps for them to take. Collecting feedback is the easiest way to ensure that customers are responding to your engagement efforts.If you don’t check your metrics, you can’t be sure your efforts are working.
It’s also essential to provide excellent service and get them involved in our brand’s process to create products that align with their interests. Customer engagement matters because it helps you build successful and sustainable relationships with your target audience. Whether you’re a budding entrepreneur or a seasoned expert, prioritizing customer engagement will help you attract customers, boost brand loyalty and drive business growth.
engagement strategies to build more loyal customers
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