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Customer Engagement: What it means in the Digital Era

Luke Marthinusen | June 7 2020

Customer engagement is one of those terms you hear a lot that everyone knows is important. Still, most people can't quite define it and don't fully understand it. To help demystify the idea of customer engagement and make it more universally accessible, we wanted to provide a simple introduction to the concept, starting with the basics.

The Definition of Customer Engagement

Since customer engagement can mean something slightly different to everyone based on their industry and business goals, it can also be defined in many ways. The one we prefer to use is that of Paul Greenberg from HubSpot.

"Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer."

Why Is Customer Engagement So Important?

Customer engagement is about more than just customer service and satisfaction. It's actually a crucial business tool that generates new leads, helps reconnect with existing consumers, and increases profits. Having a good customer engagement strategy can increase revenue by 23%. This discovery has caused businesses to make engagement a priority.

Customer Engagement in the Digital Era

The digital age has caused meeting consumers where they are to be the standard. Technology has made it easier than ever for customers to reach out to businesses and create a direct connection with them. It has also introduced so many channels and options that it's hard to know the best ways to create the kind of engagement that will benefit your business. These engagement techniques are all effective ways to connect and reconnect with new and existing consumers, boosting profits as a result.

Customer Feedback

Listening to what consumers have to say is such a simple and effective way to increase customer engagement, enhance the customer experience, improve your brand image, and even cultivate brand loyalty. Despite this, it is so often overlooked and undervalued.

Social media is an integral part of any successful business strategy these days, however many don't use it to their advantage when it comes to customer complaints. Almost half of all consumers go to a brand's social media pages when they have an issue. Responding right away and working on the problem until the customer is happy will build trust with that customer and any potential customers watching. It shows off your company's customer support and problem-solving ability which will also draw in new consumers.

Dealing with complaints and providing customer service isn't the only way to make customer feedback work for you. Many businesses have a place where customers can review the products or services they've received, yet very few take the time to reply. A simple thank you or promise to investigate the issue can make all the difference.

Merge Connection with Assistance

People like to feel like they're more than just a number or a tool for financial gain. They want to be heard and they want to connect. There are several ways of doing this. One way is to make sure that when your business is represented at an event, someone from customer service is there to explain your products and/or services and help them with any challenges.

Also, creating a community atmosphere makes a big impact. Invite people to tour your business and get to know you better. Set up a forum for consumers to communicate, build connections with each other and your brand, and get assistance from the community and customer support. Even something as simple as asking a question unrelated to their issue while dealing with customer service issues can have an impact. A little goes a long way.

Final Thoughts

These are just some of the ways to use customer engagement to your advantage. Little things can often make the biggest impact and small gestures in one place can bring huge improvements to multiple areas of your business. Just like personal relationships, business relationships need proper maintenance and care to remain healthy and productive, and if done correctly, even grow.

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