Want to build a successful brand? Build a base of engaged customers.
Keeping your customers constantly dialed in is good for business. They’re consuming your content, commenting on social media, enjoying your loyalty program, sharing their brand experiences with friends and family, and (most importantly) consistently spending. They’re engaged.
Are you up to date with the latest on customer engagement? Here’s what you need to know in 2020.
Engagement pays off. Before we go any further, let’s make one thing clear. Investing in customer engagement will pay off. According to Gallup research, fully engaged customers are 23% more valuable than your average customer (based on wallet share, profitability, revenue, and relationship growth). Customer engagement is what fuels brand loyalty. And a base of loyal customers will be one of your greatest resources.
People want to earn as they spend. When it comes to making purchases in 2020, people are constantly considering how they can save, earn, and be rewarded as they spend. According to a study from Wirecard, more than 50% of customers place a high degree of importance on rewards, whether it comes to big-ticket items or smaller, more habitual purchases. Structure your loyalty program so that customers feel a sense of progression no matter what they’re purchasing.
Customers want to be surprised. Who doesn’t love a good surprise? In a report from HelloWorld, 61% of those surveyed indicated that the top way brands can engage is by sending surprise offers simply for being a good customer. These sort of offers show customers that they’re a valued part of your brand ecosystem.
Persistence is key. People don’t become fully engaged customers overnight. They need to be engaged on a consistent basis. It happens when engagement with a brand becomes habitual. It’s when the customer starts actively thinking about the brand on a daily basis, whether it’s anticipating an email offer or checking out the latest social media post.
Go mobile. Did you know people have twice the number of brand interactions on mobile than anywhere else? (Google) People are constantly using their smartphones for everything. Browsing the web, watching videos, talking to friends, social media, the list goes on and on. Mobile isn’t just a way to engage. It’s a core component of engagement in 2020.
Customer service matters. Think of customer engagement as how your brand manages its relationships with its customers. So, just like any relationship, you need to know how to respond well when things don’t go the way you were planning. That’s where customer service comes in.
According to RightNow, 73% of customers say that brands will earn their loyalty from friendly customer service reps. On the other hand, according to SurveyMonkey, 78% of customers say that a poor experience with customer service would lead them to a loss of trust. If you want to succeed at customer engagement, you need to succeed at customer service.
Content matters. The customer-brand relationship needs to run deeper than being purely focused on the product. Customers seek to engage with brands that deliver compelling content that resonates with their interests. That means you need to understand your audience. Otherwise you won’t be able to deliver the content that gets them to comment, like, and share.
Engage With CoGoBuzz
Quality customer engagement doesn’t have to be difficult. With CoGoBuzz, we’re here to help. Leveraging advanced WiFi, SMS, and Email solutions, our service reaches your customers on the devices that they use most.
Whether in-store or out, CoGoBuzz is designed from-the-ground-up to provide the customer engagement that your brand needs. Our service redefines your mobile experience, delivering in-store engagement through free, fast, and secure WiFi. Thanks to automatic data capture, we’ll set you up with valuable customer profiles. Build your email list, social media following, and more! Ready to adopt an all-digital loyalty program? CoGoBuzz comes packed with a text-based loyalty program, designed to keep your customers constantly coming back. It’s easy and intuitive!
Have any customer engagement strategies to share? Sound off in the comments!