fastbusiness - customer engagement strategy

Your customershave changed

a lot in thepast decade.

Not so long ago, engaging customers

was simple

Traditional advertising was effective,

and customers were more loyal.

But today’s customer is

DIFFERENT.

Now the customer is driving the sales conversation

They are communicating when, where and how they want.

customer engagement is more than justmarketing your products or services.

TODAY,

It’s an ongoing dialogue – not a series of one-off experiences.

It’s about engaging with consumers and encouraging them to engage with each other, so they feel emotionally tied to your brand.

People tend to buy things based on how they

about a brand or product.And they talk to their friends and family

about their experiences.

That’s why customer engagement is so important.

FEEL

http://www.gallup.com/strategicconsulting/en-us/customerengagement.aspx?ref=f

“Customers who are fullyengaged representan average

in terms of share of wallet, profitability, revenue and relationshipgrowth over the averagecustomer.”

“Customers who are emotionally engaged are more likely to complain less, compliment more, buy more

and contribute more than those who are not.”

http://www.gartner.com/newsroom/id/2689817

However, engaging customersis more challenging than ever.

WHY?Multiple

channels.

WHY?Multiple

channels.Fragmentedaudiences.

WHY?Multiple


Rapidlyevolving

customerexpectations.

WHY?Multiple


Rapidlyevolving

customerexpectations.

Lower levels of

customerloyalty.

But don’t panic! There are plenty of things you can do to improve the way you engage with customers.

The first step? Develop a long-term

customerengagement

strategy. Your strategy should consider four key factors.

How can your business use technologyto attract and retain customers?

1

Technology

0 6 2 8

CRMCLINT’S CAR SALES

uses CRM (customer relationship

management)software to track

customerinteractions,identify and

target leads,and manage

marketingcampaigns.

DATA ANALYTICSFeli�y’s Fashions

uses data analyticsto understand

customer demographics and behaviours, track

the customerjourney and

develop more targeted

marketingcampaigns.

2

With so much information available today, customers spend more time researching a product

or service before making a decision.

Communication Channels

To stay relevant throughout this longer buying cycle, you need to talk to customers across multiple channels.


PHONE CALLS.


PHONE CALLS.

WEBSITES.


PHONE CALLS.

WEBSITES. MOBILE APPS.


PHONE CALLS.

WEBSITES. MOBILE APPS.

SOCIAL MEDIA.

CLINT’S CAR SALES

uses CRM (customer relationship

management)software to track

customerinteractions,identify and

target leads,and manage

marketingcampaigns.

But don’t forget face-to-face

contact!

Customers still value this.

STORE

In the retail industry, physical stores will remain the dominant revenue-generating channel over the next

few years. https://www.gartner.com/doc/2377415

3

Onlineinteraction

What do customers expect online?

73%

ON-LINE

say getting their issues resolved quickly is the top factor in creatinga great online experience.

73%

ON-LINE


73%

ON-LINE


73%

ON-LINE


73% 53%

ON-LINE

say the need to have their issues resolved in one interaction is

very important.


73% 53%

ON-LINE


very important.


73% 53%

ON-LINE


very important.


73% 53%

ON-LINE


very important.


4 Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html

73% 53% 84%

ON-LINE


73% 53% 84%

ON-LINE


73% 53% 84%

ON-LINE

say they would revisit a websiteif they felt their needs were metin a simple and

efficient manner. Connecting with Customers, LivePerson, November 2013, http://info.liveperson.com/Report-Connecting-with-Customers.html

73% 53% 84%

ON-LINE


very important.


But don’t forget face-to-face

contact!

Customers still value this.

A website is often the first place people go to learn about a product or service.

Is your website up to

SCRATCH?

What about your social media?

If you don’t have a solid social media strategy, you could be missing out on a big chunk of business.

A UK study found that almost 80% of consumers “would be more inclined to buy more often in the future because of a brand’s presence on social media”.

Unlocking the power of social media, Internet Advertising Bureau UK, July 2013, http://www.iabuk.net/blog/unlocking-the-power-of-social-media

4

Employeeengagement

Happier staff = a more diligent workforce.And happier customers.





engagedBut only 13% of employees are

at work.

http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx

How engaged are your employees?

Your journey towards greatercustomer engagement starts today.

Download the ebook to take the first step.

Infographic: RussellTate.Com

http://www.fastbusiness.com.au/manage/rules-engagement-learn-speak-language-customers-ebook/?requestedFile=MTE3Mg==

http://www.russelltate.com

fastbusiness - customer engagement strategy

Marketing