8 Clever Customer Engagement Examples From Top Brands in 2021

For instance, if a brand wants to cut overall acquisition costs, ramping up its customer engagement to boost loyalty and customer lifetime value creates a more consistent and scalable business pipeline. The right customer engagement platform also enables teams to carry out a test-and-learn strategy to move faster and more efficiently. At the core of any cross-channel strategy is finding the right channel mix.

Meanwhile, the mission statement reflects its dedication to creating user-friendly products and services that empower individuals with knowledge and insights. The engagement process begins when a potential customer becomes aware of a brand or product—and extends beyond the post-purchase stage. Not only does it help with acquiring new customers, but it is also meant to help nurture and retain existing ones. In this comprehensive guide, we’ll walk you through what customer engagement is, share its benefits for businesses and delve into the latest strategies you need to know.

Repeat purchase rate

As one might expect, this approach is considered to be the bedrock of effective customer engagement, although it’s not as easy to leverage as one might expect. For example, a Texas company called Wondercide markets their organic pet control products by means of periodic mentions based on anniversary announcements. These remind the customers that the company is still interested in his/her business, and along the way, they also mention various discount sales offers. The actual messaging is not the focus of the effort, but the repetitive process is. This customer engagement model ensures customers achieve their desired outcomes when using a product or service. In this model, the company seeks to provide high service and attention to each customer, to build long-term relationships and loyalty.

Slack recognizes the importance of its software in its customers’ lives — and how that software can contribute to an “always-on” culture. For instance, Spotify has a Discover Weekly playlist which is a playlist of songs that it creates for each user. The feature incorporates an algorithm that discovers each user’s “taste profile” based on the songs they listen to and similar songs featured in other users’ playlists. This campaign is a unique offering that shows how Spotify is helping users discover more music they might enjoy. In the same way, it’s also important to pay attention to issues or complaints.

What Is Customer Engagement?

Great customer service shows that you listen and care about your customers. 83% of customers prefer the ability to move from one channel to another (e.g., moving from web chat to a live conversation), but only 50% of businesses support such cross-channel interactions. Social media engagement metrics such as follower count growth, likes, and impressions, are also valuable indicators of Customer engagement with your brand. Brands have started deploying bots on their websites to engage with prospective customers who are exploring their service or product offerings. AI-enabled bots are trained to collect the right information, gauge user intent, and serve the right content or next steps to move potential buyers down the purchase cycle.

A customer engagement platform can help marketers unlock their creativity using a no-code customer journey orchestration tool. With drag-and-drop features and a streamlined visual interface, teams can build complex journeys, compose and deploy personalized messages, and run A/B tests with little to no tech support. Moreover, marketers are increasingly turning to artificial intelligence and machine learning to make more of those data-driven decisions in a fraction of the time. Unlike traditional marketing, customer engagement allows brands to speak directly to individuals by understanding their unique needs, which contribute to better business outcomes.

The objective is to use these interactions to help customers achieve their goals. The transactional nature of business operations can feel impartial; and when this is applied to the customer, it creates an uninviting marketplace that leaves the customer no incentive to return. Personalizing business interactions with your customers cultivates an experience unique to each customer and can inspire or add value to a transactional relationship.

In an increasingly digital world, that likely means interactions that go far beyond the phone to also include social media, websites, text and email. ‍Finally, trust and transparency are foundational elements of customer engagement. Customers need to trust that a brand is being honest and transparent in its dealings, whether it’s about product quality, customer service, or how customer data is used. A transparent approach in communication and operations helps build trust, which is critical for sustaining long-term customer relationships.

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They also use their social media presence to encourage consumer engagement by crafting attractive social media campaigns accompanied by special offers for winners. With proactive customer service, you’re anticipating issues before they occur. For example, actively asking customers if they need help with a new feature you’ve released so that they don’t get confused or overwhelmed makes customers to remain engaged with your product. Having an active feedback mechanism with your customers is a great way to make sure they stay engaged. Customers also already expect that the brands they do business with understand their needs. According to a recent survey, 82% of respondents expect retailers to be able to accommodate their preferences and meet their expectations.

Customer engagement also matters because it plays a crucial role in establishing and perpetuating a distinguishable brand identity. A well-thought-out engagement strategy that aligns with customer needs and preferences enables businesses to communicate their unique value proposition effectively. This article explores the various benefits and importance of customer engagement, backed by examples and key points, to demonstrate how it can be a game-changer for businesses. Customer loyalty programs offer perks or rewards to their members, often in relation to how much they spend with a brand. Examples of this include a customer accumulating redeemable points after each purchase, or having exclusive access to deals and promotions.

What is customer engagement in marketing?

Essentially it allows IT teams to process and catalog requests and deal with incidents, changes, and other problems. Celebrating milestones is all about acknowledging the customer’s journey with your product. It highlights the achievements they’ve made and reminds them of how you helped.Google Search Console does a good job of this. Every month it shares how a user’s website has performed in the previous month. The key is to integrate the community throughout the entire customer life cycle.

• The interactions that you qualify as an engagement will be just as unique as your business.
• Customers expect a personalized experience as they progress through the customer journey, from brand awareness to buying and receiving support afterward.
• We found 98% of companies that ranked their customer engagement as excellent or good exceeded their revenue goals.
• It’s about listening to customers’ needs and fulfilling them in a way that sets you apart from everyone else.
• Customers engage with brands over and over again when they feel appreciated, looked after, and excited by new and original offers.

A good customer engagement strategy recognizes how your customers are becoming that better version of themselves. A timely in-app message or email is a positive feedback mechanism that lets people know “Congrats! Now you’re three steps closer to why you signed up in the first place.” When customers feel like they’re making progress, you begin to build customer loyalty.

Ways to Improve Customer Retention Campaign Performance

Sure, many of your customers can be found on Twitter, LinkedIn, and even TikTok, but they’re probably on other channels too. When delighting your customers, you want to show up in the places they least expect you to be. Many brands have differentiated themselves through the use of a unique brand voice. This personifies the company making it more relatable and memorable to its customers. In addition to customer engagement marketing, there are a few other ways you can foster customer engagement. Track metrics that align with these goals so that you can monitor the success of your activities.

In CE, the customer is seen as an active participant rather than a recipient of an experience. CE explores how they react and respond, how they reach out to you, their relationship to your content and marketing, how they talk about you to others, and whether they promote or detract. Outreach is a customer engagement solution for sales-driven organizations that need a better way to manage customer touchpoints and rep performance. Many customer engagement tools offer free basic packages or at least free trials. These offer a good chance for your IT department to discover compatibility and connectivity issues with existing business tools. Not only can a CRM make organizing customer data incredibly easy, it also makes it accessible to different teams and provides an accurate 360-degree view of your customer relationships.

Read more about Customer engagement here.