The Benefits of Customer Engagement for Boosting Content Distribution

Companies must use different engagement models catering to their unique needs and customer preferences to achieve this. Newsletters are the best option – especially if you send traditional, content-focused newsletters, as opposed to sales-driving newsletters. From there, you can draw insight from open and click-through rates on a daily, weekly, or monthly basis. Email is the oldest channel on the market and is still one of the most impactful.

When you know how long it takes your average customer to make another purchase you can see how engaged they are and where you need to ramp up your engagement efforts. We’ve established that exceptional customer engagement starts with access to extraordinary data. But for marketers wondering what more they could be doing to drive results, here’s an overview of the metrics to measure your performance. Now that we’ve seen how leading brands worldwide deliver world-class customer engagement experiences let’s explore what that looks like in practice. Below, you’ll find a step-by-step breakdown of crucial tactics to implement to take your customer engagement to the next level. Customer engagement has become the deciding factor in pulling some businesses into the lead while others fall behind.

Identify engagement opportunities throughout all the touch points during a customer’s lifecycle

Personalization is quickly becoming one of the most popular and effective customer engagement strategies. It makes sense – customers want products or services that are tailored to them and their needs. On social media, the total number of interactions is a great way to measure engagement levels. Replies, likes, retweets, comments, and tags will give insight into how successful your social campaigns are. Nike’s customer engagement strategy shines because its membership-based club apps—Nike Run Club and Nike Training Club—focus on helping users reach their goals. The company also has an exclusive Nike Membership program that provides members-only styles, free product shipping, special offers and promos, and more.

• Customers are more likely to visit a website when new content is regularly posted.
• This next example of consumer engagement is so brilliant, we’ve cited it before on our blog.
• Customer engagement on Twitter is a form of social power and is usually measured with likes, replies and retweets.
• Creating practical guides on industry and product usage best practices is one of the most effective ways to deliver value.
• Maybe you could mail your customers about their incomplete orders, or you could message your customers about their unfinished projects to encourage them to complete them.

With this insight, your teams can use data to tailor content and experiences to your customers’ unique needs, and help your brand keep pace with rising customer expectations. And when 88% of customers say the experiences provided by a company are as important to them as its products and services, it’s important to take note because it has a direct impact on business success. Customer engagement is sometimes confused with customer satisfaction and experience, and there is some overlap, but each is distinct. One approach is to use A/B testing of website presentations, marketing campaigns and other customer interaction efforts to observe customer engagement patterns. These tests reveal which of several approaches is likely to result in higher sales, more membership and other increased measures of customer success and engagement.

What is a customer engagement model?

NPS sets a benchmark in customer experience and can be calculated using a simple survey question. For instance, “On a scale of 0 to 10, how likely are you to recommend our product to your family or friends? Farmers Fresh Zone, as an agritech D2C company, aimed to improve wellness standards and the health of its consumers by engaging with them in real time. Excelling at personalization is known to generate 40% more revenue for most companies. Each customer interaction, when hyper-personalized, leads to more conversions and rapid buyer cycles and opens up up-sell and cross-sell opportunities. Develop content that is informative, engaging, and relevant to your target audience.

Consider employing in-app chats to provide one-on-one easily accessible help to your customers. As a bonus, you can use the chat to ask specific questions about their engagement. To figure out what brings customers to the company and keeps them coming back, you need to understand the customer’s emotional and rational attachment and spending patterns throughout the entire customer journey. Engaging customers throughout all touchpoints can build and enhance the “human-to-human” connection, thus working beyond transactional relationships, and the traditional CRM approach. Carhartt, a work apparel company, introduced new technology to its website that helps customers connect with experts and make smarter purchases. When a customer displays a certain behavior, a pop-up appears that asks them if they’d like to chat with an expert.

Customer experience

Notably, if a customer cares enough to complain, the stakes are high and there’s a valuable opportunity to close the experience gap and win their loyalty by taking steps to meet their expectations. The concept of Customer engagement only fully emerged in the digital era. Engagement became more prevalent and more visible as two-way communication between customer and brand developed over online channels. Engagement isn’t only digital, of course – it can also happen in person and through traditional communication channels. Originally designed as just a shared inbox tool, Helpwise has evolved to now consolidating all customer conversations in one place.

Keeping in touch helps build relationships and engage users over the long term. The rest of this article is a comprehensive guide to creating a customer engagement strategy. We’ve defined multiple strategies you can use at various customer journey touchpoints. Customer engagement strategies are on the rise with more and more businesses wanting to increase and retain their valuable consumer bases. The age of digitalization has spurred on competition at phenomenal rates, and now businesses are trying to find new and innovative ways to reach and engage with their customers.

Read more about Customer engagement here.