Getting satisfied customers is one of the goals of any organization. However, they are now going further and looking for an increasingly involved public, and that is where the term Customer Engagement comes from.
Do you want to know what it is, the advantages it brings and how this strategy can be implemented in your company? Then, continue reading and check it out now!
What is customer engagement?
We can define the term Customer Engagement as a set of systems, tools, resources and processes used by companies with the aim of collecting information to manage the relationship with the target audience and cultivate new customers .
Understanding how consumers think is essential to help improve approaches and establish a relationship in which these people engage more with the brand.
Customer Experience vs. Customer Engagement: What’s the Difference?
Although they sound very similar, the terms Customer Engagement and Customer Experience are quite different. However, both are very important for building good relationships with consumers, even though many managers do not know the difference between them.
The term “customer engagement” is most often used to describe a customer’s direct interaction with a brand , which can be initiated by the audience itself. This is the case when people contact the company’s SAC, access its social media, or even visit the store.
Another way is when the brand initiates the interaction algeria whatsapp data with the customer, either through satisfaction surveys or through promotions directly at points of sale, for example.
The “customer experience” is built throughout the consumer’s association with the company and this includes all stages of this journey, from the first contact made with the brand. Therefore, the Customer Experience is closely linked to the impressions that people have about an organization, that is, the sum of all the experiences lived.
In summary, the differences basically involve:
Customer experience is the perception or impression of these interactions;
Customer engagement is the interaction and behavior of the brand or customer and the means by which the relationship is created.
What is the impact of this practice on companies?
Investing in a good Customer Engagement strategy can bring several benefits to a company. Discover the main ones in the following topics.
Increase in income
By making consumers more engaged with your brand, the chances of them remaining loyal to your brand are much higher. This means they will prefer to buy from your company or think carefully before looking at your competitors.
Plus, they are likely to become the biggest promoters of your products and services. This helps attract a wider audience to your business and we know that word-of-mouth marketing is still the most effective as it conveys more trust, right?
Improve brand reputation and loyalty.
Customer Engagement strategies are generally focused on the customer. When successful, they improve the brand's reputation among the general public, not to mention the so-called brand loyalty, which is linked to positive feelings towards the brand, causing customers to return, regardless of changes in the market. In other words, it's all about loyalty.
Improvement in the relationship
Companies that invest in “customer engagement” have a much greater potential to develop and cultivate good relationships with customers . As the public’s satisfaction with experiences increases, the greater the loyalty to the brand.
How to implement a Customer Engagement strategy?
Now that you know more about what the concept means and the benefits that this practice can bring to organizations, we will offer you advice on how to implement it in your company.
Make your brand more human
Focus your marketing, advertising and customer service efforts on being empathetic, truthful and, at the same time, related to your company's values. Consumers are more demanding and traditional advertising methods may not have the desired effect and may seem disingenuous.
Therefore, the best way to connect emotionally with your audience and engage them is by humanizing your brand . The goal is to create a personal and sincere relationship while avoiding appearing too forced.