Loyalty and engagement solutions
The 4 keys to success for improving customer engagement
The art of making a customer react, for example to trigger a purchase following an advertising campaign or to push him to fill in a satisfaction questionnaire, is already subtle in itself. However, it is only one step in the implementation of a good customer strategy. The real objective?
How do you define customer engagement in marketing, and above all, what are the milestones to set so that the customer feels more and more involved with the brand?
1 - Rely on smart data
Unsurprisingly, the best way to engage the customer is to prove one's own commitment to the customer, and therefore to intensely personalize the relationship in all its aspects.
Addressing each customer as an individual, within a customer base that numbers in the tens or hundreds of thousands of contacts? The task can seem superhuman.
Today, many CRM software programs integrate the collection of mass data generated by customers during their various online interactions with the brand ("big data") and their intelligent sorting ("smart data").
Smart data techniques make it easy to draw up typical profiles within a customer base by spotting certain recurrences, or even by anticipating the customer's next likely action and anticipating his needs.
2 - Optimize the customer journey
The marketing engagement of the customer will be stronger and easier if the maximum number of obstacles are eliminated along the way.
When it comes to web engagement, optimizing the customer journey is as much about the fluidity of the purchase interface - for example via a dynamic FAQ - as it is about the customer service.
It is important to focus on ergonomics, simplicity, immediacy and an omnichannel and "seamless" approach between the different means of contact available to the customer.
Focus on intelligent FAQs
An intelligent FAQ is a powerful and advanced customer self-care tool. Its principle? Push information at the right moment of the customer journey, for example to anticipate a customer's question or to address a concern.
3 - Make the most of customer feedback
The power of customer feedback is too often underestimated by brands.
However, taking scrupulous account of the opinion left by customers on a product or the quality of a customer service is a crucial element in a customer engagement strategy.
The more a customer feels that his opinion is taken into account, the more likely he will be involved in the company's news.
In its most successful form, customer feedback analysis is part of a true co-creation space, like the collaborative site "Lego Ideas" set up by the famous toy brand for its most involved customers.
Ideas for the next universe or figurines are freely proposed by customers, then submitted to the vote of Internet users.
As soon as the 10,000 vote mark is passed, the brand commits to bringing the project to life.
4 - Pay attention to your customer loyalty strategy
Engagement - which refers to the propensity to interact spontaneously with the brand - and customer loyalty - which refers to the propensity to stay with the brand - are of course closely linked, and feed each other.
A loyalty program that is attractive, simple and advantageous will encourage many customers to deepen their commitment to the brand.
From a business perspective, the benefits of a loyal customer base are obvious: it always costs more to acquire a customer than to keep an existing one.
The average shopping cart of a loyal customer is 15-25% higher than that of a prospect.
According to the Journal of Management Studies, an increase in customer retention of just 5% would result in a 25-95% increase in profits depending on the industry.
Clanity intends to solve the challenges listed below, which present an economic potential for the company.
Ineffective incentive programs
A staggering 54 percent of loyalty program members are inactive, according to the 2017 COLLOQUY Loyalty Census. Many people never participate or drop out after a month. It fails to attract attention, recruit new members, and maintain existing members because it lacks uniqueness.
According to our findings, 75% of customers want to be compensated for non-transactional activities such as answering a survey or engaging on social media. Customers, on the other hand, are not rewarded beyond the purchase. Different manufacturers offer various loyalty schemes.
This might be difficult for users to manage. More than half of the points accumulated, worth an estimated $50 billion, are never redeemed.
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