What is Customer Engagement Strategy?

Posted by David Kindervater on Jul 3, 2019

As a modern-day marketer, you're always searching for new ways to engage your customers. You don't just want them to buy your products or services, you want their continued loyalty, too. You want a customer for life. Luckily, there are strategic ways to accomplish this. One thing you can do is develop a customer engagement strategy.

What is customer engagement strategy? Let's find out and look at a few techniques you can apply to your own marketing plans.

What is Customer Engagement?

what is customer engagement strategyCustomer engagement is the process of "encouraging your customers to interact with your business and share in the experiences you create for them." As cliche as it sounds, it's not about the money. It's about creating value for your customers. The concept is that money will come if you focus on treating your customers well and prioritizing their satisfaction. You can accomplish this by providing an exceptional customer experience from start to finish and offering outstanding customer support.

The strategy lies in the details, though. When you abandon some of your traditional sales methods and find a way to deliver a unique experience, your customers will reward you for it.

Can You Measure Customer Engagement?

Typically, you'd measure your marketing efforts with digital and direct mail marketing metrics like ad clicks, page views, how much time is spent on your website, or your email open rates, to name a few. Customer engagement is more difficult to measure, however, because it's based on feelings rather than numbers. You're investing your time and marketing dollars into creating feel-good experiences for your patrons.

If people like your brand, they're probably going to support it by buying your products and/or services. If they love your brand, they'll choose it over your competitors. Furthermore, they'll also become promoters. They'll stick with you for the long haul.

So while those aforementioned stats are part of measuring customer engagement, you should also consider "service metrics." Ask yourself these questions:

  • How accessible is your brand? Are you easy to contact if a customer has questions or problems? What is your average response time for customer inquiries and complaints? Survey your customers to see how they feel and have them rate their experiences.
  • Are you giving your customers the best quality product or service possible?
  • What are your customers saying about your brand via email, social media, reviews, etc.

You measure customer engagement according to your customer's sentiments. This not only helps you see how you rank today, but it also helps you see where you need to improve to increase future loyalty.

Customer Engagement Strategy Examples

customer satisfactionThere are many ways you can build engagement with your customers and keep them involved with your brand. When you ask yourself, "What is customer engagement strategy?" don't think of it as a lone action. Rather, think of it as many possibilities you can pick and choose from to help make your customers happy. Here are a few examples.

  1. Be Real With Your Customers. Your customers need to know that you understand them and what they need. This allows them to relate to you more easily. Stay on the same level and be honest with them.
  2. Empower Your Customer Support Team. Be sure your customer support staff is on board with your brand's mission. They need to be passionate about the brand, empathetic with your customers at all times, and willing to go overboard to show that they care.
  3. Provide Customer Support via Social Media. Social media isn't just for fun pictures and links to blog posts. Engage your customers with support options, too. It will help to build a community of followers on your social channels while you provide valuable and convenient responses to questions.
  4. Use Rewards and Incentives. Create ways for your valued customers to promote your brand. Offer coupons and special incentives if customers provide reviews and/or user-generated content. They'll feel like they're more a part of your brand by contributing, plus they'll get something in return.
  5. Email Your Customers, But Don't Overdo It. Email marketing works wonders. In fact, it generates $38 for every $1 spent. That's a whopping 3,800% return on your investment. Just don't send them messages so often that you wear them out. Develop a strategy and decide which messages are vital to the success of your marketing plan.
  6. Send Your Customers a Handwritten Message. When you want to make an impression on your customers, try a handwritten business note. Whether you're sending a thank-you message or asking for a donation, few things work as well. Simply Written offers a digital handwriting style that's perfect for the message you want to send. You can choose from more than 200 possibilities.

Here's a Customer Engagement Strategy That Works Every Time

With so many ways to engage your customers and keep them involved with your brand, one of the easiest and most effective things you can do is tell them how much their business means to you. The simple gesture of sending a handwritten note can mean all the difference when it comes to making your customers feel like they're a valued part of your brand.

To create beautifully handwritten cards that show your customers how much they mean to you, contact Simply Written today.

Topics: customer retention, customer satisfaction, customer relationship management