In this article, we will talk about how consumers engage with companies and brands because it is a matter of importance for them. I will also gladly share a few hacks that will help you to achieve a growing customer engagement in certain traction channels.
Actually, customer engagement can be taken better control of than you might think. You go about it applying a holistic approach to your client base or look closely at every single customer (depending on the size of your customer base and specifics of your business). Below you will find some of the key performance indicators in this regard and their interpretation.
It is a proportion of your customers or subscribers who leave you during a given time period as compared to the total number of your customers. There is probably no more straightforward metrics in a company customer satisfaction than the churn rate.
Here we measure the most important interactions of clients, which are unique for a particular product or service. It can also include, how often and how long your customers are logged in your software.
This is the range of features or mode of the product or service that your customer uses. The range at which customers use your features at a given point in time is a serious indicator of your customer engagement with your product or service.
The Net Promoter Score is calculated based on responses to a simple question: How likely is it that you would recommend our company/product/service to a friend or colleague? The scoring for this answer is most often based on a 0 to 10 scale, where 0 is unlikely) and 10 (highly probably).
It shows how likely your customers enjoyed their customer experience with your brand. Being your devoted promoters your customers would most likely give scores 9 or 10, while if being detractors they would award between 0 and 6. Customers that answer with 7 or 8 belong to the „indifferent“ group. To calculate the Net Promoter Score, the percentage of detractors is simply subtracted from the percentage of promoters:
NPS = Promoters [%] – detractors [%]
Here we are speaking about a higher sales volume, in particular, when a customer upgrades his or her package or contract and eventually starts paying your more. The upgrade is often accompanied by additional product features and improvements.
There are a few simple tips for your engagement strategy that will boost your brand’s customer experience.
You, me, your clients, my clients — all of us love experiencing high points in self-esteem and feel other peoples’ appreciation. Appreciation and gratitude can be expressed as simply as by saying „thank you”. Or some personalized address or an appraisal for a task that has been successfully completed. Communicating your appreciation is the key. Here your creative potential comes into question because automated messages starting with “Dear Sir/Madam” are no longer cool.
Never ignore the messages that express some concern or an utter complaint. Do not leave your client to their own devices, all alone with the problem they faced. The more sympathetic and faster your reaction will be the more constructively you’ll be able to engage and settle any situation, to the sheer delight of your grateful customer.
Always remember about your customers, especially it concerns the existing ones: introduce reward and bonus system; offer some added value, a discount to show how much you appreciate their loyalty to your company. It has to be something special, something that people do not get after only one transaction or anywhere else at your competitors.
Try to always stay in contact with the customers who have proven their consistency with you. Staying in contact with your regulars can help you generate valuable content for them. A newsletter could be a great example where you would address the needs and desires of your target group, and it would surely enable you to consistently stay in the picture…
Your whole team has to be integrated into the client support. This allows not only keeping every member of the staff well informed of what’s going a ton, but also learning more about customers, which, in its turn, allows a consistent growth in the quality of your service. This is all about customer care; this is something people respect your brand for and recommend you to their friends and relatives. This is something you should truly value.
Use software, organize regular meetups and other sorts of events, where your customers could reflect on their relationship with your company, and voice their opinions and share some wishes of how you can improve your service. The more openness your customers feel the more engaged they become with your company.
Collect all the questions, problems and discussion topics which bother or worry your customers. And it would be a great idea to launch a seminar wherein the very beginning you would answer all the questions and address all the issues. This way you will let your customers feel that their concerns are important and that you try to pay attention to all of the questions. This enhances your image as a company that customers can rely on because the company truly cares about customers.
There are various options to engage with your customers and win their loyalty. Exactly the fact that it is always more difficult to win new customers than retain the existing ones makes the topic of Customer Engagement a truly critical one which you should give maximum attention to.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.