Customer engagement is essential for building brand loyalty and driving repeat sales. Here are some ways to increase customer engagement.
- Customer engagement is the level of enthusiasm that your business generates in its customers.
- Customers are key to generating repeat business and maintaining strong brand reputation.
- Customer engagement should be ongoing even after a lead becomes a paying customer.
What is customer engagement?
Customer engagement is about improving customer experience through positive customer interactions. This can be done through a variety of channels, including social media platforms and your company blog. It goes beyond just attracting customers to your brand. It is important to keep your relationships with customers strong and to continue building them on an ongoing basis in order to cultivate a loyal audience.
Building a customer engagement strategy has many benefits
To build long-lasting relationships with your customers, it is important to develop a customer engagement strategy. A loyal customer is one that is engaged.
Gilad Rom (founder of Huan) stated that customer engagement is about improving the customer experience and creating a personal relationship with the brand. Customers need to feel valued and appreciated for more than the money they spend. Brands that show commitment to customers’ needs will attract loyal customers.
Customer engagement examples
Here are some examples of customer engagement campaigns that have been successful.
1. #ShareACoke
Coca-Cola launched #ShareACoke in 2014, replacing logos on Coca-Cola bottles with 250 common names. It was a personal campaign, or felt like it to people who had their names printed onto 20-ounce bottles. This attracted attention from all over the country. Customers purchased bottles for friends and loved ones, took pictures to share online, and bought drinks with their names to join the fun.
2. Starbucks Reserve Roasteries & Tasting Rooms
Starbucks launched Starbucks Reserve Roasteries. This initiative allowed customers to visit roasteries all over the globe and experience how Starbucks coffee is made from fresh beans. These locations allow customers to taste different types of coffee, and talk with experts in the coffee industry. Starbucks offers customers a unique coffee-making experience and gives them a peek into the coffee-making process.
3. Casper Insomnobot-3000
Insomnobot-3000 was a chat bot created by Casper mattress company in 2016. It keeps customers connected when they aren’t sleeping. It operated between 11 p.m. and 5 a.m., and had conversations just like a friend. Casper also saw $100 million in sales the first year. Then, it doubled to $200 millions in sales.
These points are important to keep in mind as you develop your customer engagement strategy.
1. Keep the customer happy throughout their entire life cycle.
The customer lifecycle refers to the customer’s relationship with a company or brand over time. Marketers should strive to make customers’ lives as easy and successful as possible. This means supporting customers on a journey that is mutually beneficial for both the marketer and the customer. The cycle can be maintained by acquiring customers, keeping their interest in the brand, and expanding the relationship beyond one purchase. See how CRM software can help you manage your customer’s lifecycle.
2. Don’t forget about the purchase.
Although purchase history provides the best insight, it is not sufficient. You should also consider the channel preferences, propensity scores and household composition of your customers. These valuable pieces of information are often overlooked and will result in results.