Customer Engagement - Revision history

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 == See Also ==
-[[Customer]]<br />
+Customer Engagement represents the emotional connection between a customer and a brand. Highly engaged customers buy more, promote more, and demonstrate more loyalty. A strategic approach to customer engagement focuses on creating and fostering a positive customer experience at every stage of the customer journey, from initial awareness through to purchase and beyond. Engaging customers effectively requires understanding their needs, preferences, and behaviors, then delivering personalized experiences that exceed expectations.
-[[Customer Acquisition Cost (CAC)]]<br />
-[[Customer Centricity]]<br />
+*[[Customer Experience Management (CEM)]]: Discussing the design and reaction to customer interactions to meet or exceed customer expectations, enhancing customer satisfaction, loyalty, and advocacy.
-[[Customer Data Integration (CDI)]]<br />
+*Omnichannel Strategy: Covering the seamless and integrated customer experience across multiple channels and devices, which is crucial for effective customer engagement.
-[[Customer Data Management (CDM)]]<br />
+*[[Brand Loyalty]]: Explaining the commitment of customers to continue buying products or services from a specific brand, highlighting the outcome of successful customer engagement.
-[[Customer Demographics]]<br />
+*Social Media Marketing: Discussing the use of social media platforms to connect with the audience, build a brand, increase sales, and drive website traffic. Social media is a key channel for engaging with customers.
-[[Customer Due Diligence (CDD)]]<br />
+*Content Marketing: Covering the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
-[[Customer Dynamics]]<br />
+*[[Customer Relationship Management (CRM)]]: Explaining systems that help manage a company’s interactions with current and potential customers, supporting personalized engagement strategies.
-[[Customer Effort Score (CES)]]<br />
+*[[Voice of the Customer (VOC)]]: Discussing the process of capturing customers' expectations, preferences, and aversions, which informs strategies to enhance customer engagement.
-[[Customer Churn]]<br />
+*Personalization: Explaining the customization of products, services, and communications to the individual needs and preferences of customers, a key tactic in enhancing engagement.
-[[Customer Engagement Hub (CEH)]]<br />
+*Customer Loyalty Programs: Covering programs designed to encourage repeat business and reward loyal customers, which can significantly boost customer engagement.
-[[Customer Experience Management (CEM)]]<br />
+*[[Net Promoter Score (NPS)]]: Discussing a metric used to gauge the loyalty of a company's customer relationships based on their likelihood to recommend the brand, reflecting the level of customer engagement.
-[[Customer Lifecycle]]<br />
+*Customer Feedback Loops: Explaining the process of asking for, analyzing, and acting on feedback from customers, crucial for maintaining and improving customer engagement.
-[[Customer Lifetime Value]]<br />
+*Customer Journey Mapping: Covering the tool used to visualize the customer journey across multiple touchpoints, helping businesses understand and improve engagement opportunities.
 == References ==
 <references/>

← Older revision		Revision as of 21:32, 28 December 2022
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	*Swisscom is combining innovative technology and some of their existing customers to crowd source their ‘in-field’ customer service. Doing so has helped them deflect calls, reduce the number of support requests in many of their traditional customer service channels, increase their overall customer satisfaction and generate additional sales.		*Swisscom is combining innovative technology and some of their existing customers to crowd source their ‘in-field’ customer service. Doing so has helped them deflect calls, reduce the number of support requests in many of their traditional customer service channels, increase their overall customer satisfaction and generate additional sales.

−	~~== Information Technology and Your Customers ==~~

−	[[Information Technology (IT)]] plays a critical role in helping businesses to understand and meet the needs and expectations of their customers, and in building strong and lasting customer relationships. Here are some ways in which IT helps:
−
−	*Enhancing customer experience: IT can be used to improve the customer experience by providing convenient and efficient ways for customers to interact with a company, such as through websites, mobile apps, and social media. IT can also be used to personalize customer interactions and offer tailored recommendations and solutions.
−	*Improving customer service: IT can be used to provide better customer service by enabling more efficient and effective communication with customers, such as through live chat, email, and social media. IT can also be used to automate customer service processes and provide self-service options, such as online knowledge bases and FAQs.
−	*Gathering customer feedback: IT can be used to collect and analyze customer feedback, such as through online reviews, surveys, and social media comments. This can help businesses understand customer needs and preferences and identify areas for improvement.
−	*Increasing customer loyalty: By using IT to provide a positive customer experience and effective customer service, businesses can increase customer loyalty and retention. IT can also be used to create loyalty programs and customer rewards systems to encourage repeat business.

← Older revision		Revision as of 21:25, 28 December 2022
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	*Gravity Payments’ CEO Dan [[Price]] implemented a new minimum salary of $70,000 for all employees, in large part, to promote [[employee]] engagement, [[productivity]] and emotional well-being. However, six months after the initiative, leads per month had grown from 30 to 2,000 inquiries per month, the firm had received 1,000s of new job applicants, profits have doubled, employee retention has soared and client retention has grew from it’s already high base of 91% to 95% (the [[industry]] average client retention rate is 68%).		*Gravity Payments’ CEO Dan [[Price]] implemented a new minimum salary of $70,000 for all employees, in large part, to promote [[employee]] engagement, [[productivity]] and emotional well-being. However, six months after the initiative, leads per month had grown from 30 to 2,000 inquiries per month, the firm had received 1,000s of new job applicants, profits have doubled, employee retention has soared and client retention has grew from it’s already high base of 91% to 95% (the [[industry]] average client retention rate is 68%).
	*Swisscom is combining innovative technology and some of their existing customers to crowd source their ‘in-field’ customer service. Doing so has helped them deflect calls, reduce the number of support requests in many of their traditional customer service channels, increase their overall customer satisfaction and generate additional sales.		*Swisscom is combining innovative technology and some of their existing customers to crowd source their ‘in-field’ customer service. Doing so has helped them deflect calls, reduce the number of support requests in many of their traditional customer service channels, increase their overall customer satisfaction and generate additional sales.
		+
		+	== Information Technology and Your Customers ==
		+
		+	[[Information Technology (IT)]] plays a critical role in helping businesses to understand and meet the needs and expectations of their customers, and in building strong and lasting customer relationships. Here are some ways in which IT helps:
		+
		+	*Enhancing customer experience: IT can be used to improve the customer experience by providing convenient and efficient ways for customers to interact with a company, such as through websites, mobile apps, and social media. IT can also be used to personalize customer interactions and offer tailored recommendations and solutions.
		+	*Improving customer service: IT can be used to provide better customer service by enabling more efficient and effective communication with customers, such as through live chat, email, and social media. IT can also be used to automate customer service processes and provide self-service options, such as online knowledge bases and FAQs.
		+	*Gathering customer feedback: IT can be used to collect and analyze customer feedback, such as through online reviews, surveys, and social media comments. This can help businesses understand customer needs and preferences and identify areas for improvement.
		+	*Increasing customer loyalty: By using IT to provide a positive customer experience and effective customer service, businesses can increase customer loyalty and retention. IT can also be used to create loyalty programs and customer rewards systems to encourage repeat business.

@@ Line 40: / Line 40: @@
 Businesses that focus on customer engagement are focused on value creation, not revenue extraction. They give people something meaningful beyond a sales pitch: a brilliant end-to-end customer experience, great content, or interactive, real-time customer support. Here are seven customer engagement strategies that can build a loyal customer following:
 *Customer Experience Is Priority #1: As Jeff Bezos, CEO of Amazon will tell you, obsessing over your customers is key. It starts with your company culture and ensuring your customer support team, the frontline of your business, is empowered by and shares your focus on providing an amazing customer experience. For example, Zappos, the leading online shoe [[retailer]] renowned for their customer service, doesn’t enforce call time tracking because they believe their reps should spend that little extra time with customers rather than be focused on getting through each call. The customer experience you provide is important because it gives marketers and business owners a way to increase satisfaction, loyalty, and advocacy. A study by White House Office of Consumer Affairs found that 80% of U.S. consumers would pay more for a product or service to ensure a superior customer experience. Think about your [[Business Model|business model]] and how you can best serve your customers. When do your customers need you? What hours do you need to be available to them? Seamless, the online food ordering service and one of my favorite companies (not least because I love to eat at all hours!), services customers in different time zones across the US. Not only are they fantastic at providing customer service around the clock but they’re stellar at timely, relevant offers like snow day discounts and engaging you with fun food facts across their Twitter and email channels.
-*Humanize your Brand: At the heart of everything, it’s important to understand that every customer wants to feel you understand their needs and that they can relate to your [[Brand|brand]]. This is easier for fun consumer brands like Red Bull or Nike than for more conservative brands like banks or B2B companies. But even these businesses can be humanized without trying to squeeze themselves into a contrived persona that won’t resonate with their audience. For example, find a personality within in your organization who is passionate about your brand and a natural communicator. Grow that person into a [[Thought Leader|thought leader]] and give them a voice to humanize your brand and engage your audience. Create opportunities for them to build their presence and promote your brand – they can regularly [[blog]] on your own site and guest blog on others, be used in video content, engage in speaking opportunities, present webinars and publish white papers and ebooks – all ways to establish your brand’s voice with a trusted face.
+*Humanize your Brand: At the heart of everything, it’s important to understand that every customer wants to feel you understand their needs and that they can relate to your [[Brand|brand]]. This is easier for fun consumer brands like Red Bull or Nike than for more conservative brands like banks or B2B companies. But even these businesses can be humanized without trying to squeeze themselves into a contrived persona that won’t resonate with their audience. For example, find a personality within in your organization who is passionate about your brand and a natural communicator. Grow that person into a [[Thought Leader|thought leader]] and give them a voice to humanize your brand and engage your audience. Create opportunities for them to build their presence and promote your brand – they can regularly blog on your own site and guest blog on others, be used in video content, engage in speaking opportunities, present webinars and publish white papers and ebooks – all ways to establish your brand’s voice with a trusted face.
 *Get Sassy on Social…: Social media is a great place to let your brand off the leash a little. Voicey personas are common on Twitter, and it’s a great way to get interest, interaction, and even viral traction for your brand. For example, Wendy’s has gained a lot of attention for their hilarious tweet roasts of other burger chains. This has gotten them a ton of attention, with Twitter users begging Wendy’s to make fun of them.
 *…But Understand Where the Line Is: Sassy is good, but offensive is very, very bad. Almost every social media [[manager]] has the brand social fails that haunt them in their dreams, from pre-scheduled posts that appear right after a tragedy to misjudged jokes to accidentally tweet a link to x-rated material from the US Airways corporate account. In 2016, Razer was attempting to tease Apple about the lack of SD drive on the 2016 MacBook Pro, but instead offended a lot of people and eventually had to tweet an apology. That would be considered the opposite of Customer Engagement.

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 == The Importance of Customer Engagement<ref>Why is Customer Engagement important? [https://www.clarabridge.com/customer-experience-dictionary/customer-engagement/ Clarabridge]</ref> ==
 Gallup research shows that a fully-engaged customer represents 23% more revenue than average. If you don’t have a customer engagement strategy, you could be missing opportunities to interact with customers and build a relationship with them. There is no single customer engagement method that works for every company across all industries; however, a sincere focus on empathy, clarity, and simplicity in your dealings with customers and prospects should be the basis for all of your customer engagement activities. There are many positive customer engagement examples that can be used to model a customer engagement strategy; major brands use everything from funny, responsive social media agents to personalized discounts and offerings to inspire loyalty and affection in their customers.
@@ Line 42: / Line 46: @@
 *Create Useful Content: Using content to educate customers was a previously underused customer engagement strategy but it’s now becoming increasingly common to enhance the customer experience and increases satisfaction. According to this Google study, 48% of smartphone users are more likely to buy from companies whose mobile sites provide instructional video content. Home Depot saw that their customers were going to YouTube to find instructional videos for DIY projects, so they decided to create their own. Their “how to” collection now has over 43 million views.
 *Really Listen to What People Are Telling You: The flip side of using social media as a way to differentiate your brand is using it to listen to customer complaints and really respond. That can be customer service-oriented, like JetBlue’s twitter responses. Every few minutes they are responding to customer needs, giving stressed-out flyers quick responses to their concerns and complaints. Whether or not social listening informs your long-term goals, it helps people to feel heard by your brand, and it’s a great way to get negative feedback. While it can be hard to hear sometimes, honest negative customer feedback can be one of the most important drivers for a change in an organization. Ultimately whatever customer experience strategies you employ, be consistent – think about the brand messaging you employ, your customers’ end-to-end experience from their very first interaction and the various departments these customers will move through. Give them a consistent (and exceptional) experience and you’ll be rewarded with their trust and loyalty.

@@ Line 38: / Line 38: @@
 *Humanize your Brand: At the heart of everything, it’s important to understand that every customer wants to feel you understand their needs and that they can relate to your [[Brand|brand]]. This is easier for fun consumer brands like Red Bull or Nike than for more conservative brands like banks or B2B companies. But even these businesses can be humanized without trying to squeeze themselves into a contrived persona that won’t resonate with their audience. For example, find a personality within in your organization who is passionate about your brand and a natural communicator. Grow that person into a [[Thought Leader|thought leader]] and give them a voice to humanize your brand and engage your audience. Create opportunities for them to build their presence and promote your brand – they can regularly blog on your own site and guest blog on others, be used in video content, engage in speaking opportunities, present webinars and publish white papers and ebooks – all ways to establish your brand’s voice with a trusted face.
 *Get Sassy on Social…: Social media is a great place to let your brand off the leash a little. Voicey personas are common on Twitter, and it’s a great way to get interest, interaction, and even viral traction for your brand. For example, Wendy’s has gained a lot of attention for their hilarious tweet roasts of other burger chains. This has gotten them a ton of attention, with Twitter users begging Wendy’s to make fun of them.
-*…But Understand Where the Line Is
+*…But Understand Where the Line Is: Sassy is good, but offensive is very, very bad. Almost every social media manager has the brand social fails that haunt them in their dreams, from pre-scheduled posts that appear right after a tragedy to misjudged jokes to accidentally tweet a link to x-rated material from the US Airways corporate account. In 2016, Razer was attempting to tease Apple about the lack of SD drive on the 2016 MacBook Pro, but instead offended a lot of people and eventually had to tweet an apology. That would be considered the opposite of Customer Engagement.
 *Personalize Customer Communications: 70% of US retailers are making customer personalization a priority in 2017. Personalization can take many forms, from the auto-generated happy birthday email to a sophisticated [[Algorithm|algorithm]] that recommends products based on browsing history. Amazon and Netflix are out in front when it comes to recommendation engines, but there are simpler solutions. True&Co, an online lingerie company, uses a quiz to personalize recommendations for potential customers. This is a brilliant way to help people find a perfect fit online and to make what can be stressful — trying to find a flattering bra — that much easier. In an interview with Emarketer, CEO Michelle Lam explained, “We demonstrate that it’s a conversation between us and our customers. For everything they tell us, we give them a response, whether it’s a recommendation from their personal shop, a fitting tip or a tailored marketing message. We avoid spamming customers with the wrong types of bras.” Personalization should be about making the user feel welcomed and known without feeling like you’re strip-mining their data.
 *Create Useful Content: Using content to educate customers was a previously underused customer engagement strategy but it’s now becoming increasingly common to enhance the customer experience and increases satisfaction. According to this Google study, 48% of smartphone users are more likely to buy from companies whose mobile sites provide instructional video content. Home Depot saw that their customers were going to YouTube to find instructional videos for DIY projects, so they decided to create their own. Their “how to” collection now has over 43 million views.
@@ Line 51: / Line 50: @@
 *Gravity Payments’ CEO Dan Price implemented a new minimum salary of $70,000 for all employees, in large part, to promote employee engagement, productivity and emotional well-being. However, six months after the initiative, leads per month had grown from 30 to 2,000 inquiries per month, the firm had received 1,000s of new job applicants, profits have doubled, employee retention has soared and client retention has grew from it’s already high base of 91% to 95% (the industry average client retention rate is 68%).
 *Swisscom is combining innovative technology and some of their existing customers to crowd source their ‘in-field’ customer service. Doing so has helped them deflect calls, reduce the number of support requests in many of their traditional customer service channels, increase their overall customer satisfaction and generate additional sales.

← Older revision		Revision as of 16:39, 14 October 2019
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	== The Importance of Customer Engagement<ref>Why is Customer Engagement important? [https://www.clarabridge.com/customer-experience-dictionary/customer-engagement/ Clarabridge]</ref> ==		== The Importance of Customer Engagement<ref>Why is Customer Engagement important? [https://www.clarabridge.com/customer-experience-dictionary/customer-engagement/ Clarabridge]</ref> ==
	Gallup research shows that a fully-engaged customer represents 23% more revenue than average. If you don’t have a customer engagement strategy, you could be missing opportunities to interact with customers and build a relationship with them. There is no single customer engagement method that works for every company across all industries; however, a sincere focus on empathy, clarity, and simplicity in your dealings with customers and prospects should be the basis for all of your customer engagement activities. There are many positive customer engagement examples that can be used to model a customer engagement strategy; major brands use everything from funny, responsive social media agents to personalized discounts and offerings to inspire loyalty and affection in their customers.		Gallup research shows that a fully-engaged customer represents 23% more revenue than average. If you don’t have a customer engagement strategy, you could be missing opportunities to interact with customers and build a relationship with them. There is no single customer engagement method that works for every company across all industries; however, a sincere focus on empathy, clarity, and simplicity in your dealings with customers and prospects should be the basis for all of your customer engagement activities. There are many positive customer engagement examples that can be used to model a customer engagement strategy; major brands use everything from funny, responsive social media agents to personalized discounts and offerings to inspire loyalty and affection in their customers.
		+
		+	Customer Engagement Strategy
		+	Businesses that focus on customer engagement are focused on value creation, not revenue extraction. They give people something meaningful beyond a sales pitch: a brilliant end-to-end customer experience, great content, or interactive, real-time customer support. Here are seven customer engagement strategies that can build a loyal customer following:
		+	*Customer Experience Is Priority #1: As Jeff Bezos, CEO of Amazon will tell you, obsessing over your customers is key. It starts with your company culture and ensuring your customer support team, the frontline of your business, is empowered by and shares your focus on providing an amazing customer experience. For example, Zappos, the leading online shoe retailer renowned for their customer service, doesn’t enforce call time tracking because they believe their reps should spend that little extra time with customers rather than be focused on getting through each call. The customer experience you provide is important because it gives marketers and business owners a way to increase satisfaction, loyalty, and advocacy. A study by White House Office of Consumer Affairs found that 80% of U.S. consumers would pay more for a product or service to ensure a superior customer experience. Think about your [[Business Model\|business model]] and how you can best serve your customers. When do your customers need you? What hours do you need to be available to them? Seamless, the online food ordering service and one of my favorite companies (not least because I love to eat at all hours!), services customers in different time zones across the US. Not only are they fantastic at providing customer service around the clock but they’re stellar at timely, relevant offers like snow day discounts and engaging you with fun food facts across their Twitter and email channels.
		+	*Humanize your Brand: At the heart of everything, it’s important to understand that every customer wants to feel you understand their needs and that they can relate to your [[Brand\|brand]]. This is easier for fun consumer brands like Red Bull or Nike than for more conservative brands like banks or B2B companies. But even these businesses can be humanized without trying to squeeze themselves into a contrived persona that won’t resonate with their audience. For example, find a personality within in your organization who is passionate about your brand and a natural communicator. Grow that person into a [[Thought Leader\|thought leader]] and give them a voice to humanize your brand and engage your audience. Create opportunities for them to build their presence and promote your brand – they can regularly blog on your own site and guest blog on others, be used in video content, engage in speaking opportunities, present webinars and publish white papers and ebooks – all ways to establish your brand’s voice with a trusted face.

@@ Line 22: / Line 22: @@
 **The proliferation and ease of maintenance of online information by businesses.
 If your business has reached this stage, customer engagement revolves around the relationship between the customer and the online information that your company provides. By going to your website, opening an email, or subscribing to your company newsletter, customers are using their interactions with your content to demonstrate their engagement. You can tell how engaged with your company a customer is by how frequently and consistently they consume, interact with (comments, etc.), and share your content. The content you provide positions your business as a trusted resource and helps to answer those questions your customers desperately need answered quickly.
-*Stage Three: Customer"“to-Community Engagement: The next evolution in customer engagement involves your customer having a relationship with your entire business ecosystem. Here are some common examples:
+*Stage Three: Customer-to-Community Engagement: The next evolution in customer engagement involves your customer having a relationship with your entire business ecosystem. Here are some common examples:
 **Customers talking to other customers
 **Customers getting advice from partners
 **Customers collaborating with your product management team in a small group to provide product feedback
 These are all instances where your evolved engagement plan benefits not just your customers, but your company as well.