I was reading this article earlier today and came upon this interesting quote:

It found that almost all respondents believe customer engagement is important to their company. Despite this, almost half center their marketing activity on sending campaigns, rather than supporting the customer journey.

Unsurprisingly, marketing leaders were also found to have a firm desire to drive success, but more than half said their organisations lack a foundation on which to build lucrative long-term customer relationships.

Read the complete article here – Marketers need to stop focusing on campaigns to increase customer engagement

Customers will never forget how you made them feel

Customers will never forget how you made them feel

While the landscape of customer interactions has broadened over the past so many years, most marketing teams are still pushed to meet targets and conversions using methods like campaigns. One can see why campaigns are preferred – they lend themselves to measurement and feedback quite well – while seemingly new age methods of customer engagement are not received with the same enthusiasm for lack of the very same. In other words, customer engagement doesn’t lend itself well to the campaign mode of operation.

While building long lasting relationships is a hard job – you will need to move at the customers’ convenience, literally go beyond deadlines and targets to satisfy their expectations – it is hardly dispensable and here’s why: While tried and tested methods like campaigns impact first order business, where a certain activity leads to immediate return on investment and added business, customer relationships impact second or higher order business, where a lot of indirect steps lead to added business value. Marketing falls in the first order business category compared to engagement which falls in the latter.

Here are some tips that you need to keep in mind when it comes to customer engagement:

  • Separate your campaigns from your engagement and relationship building practice. For measuring engagement look at metrics like the number of serviced customers, response times and more to gauge performance.
  • Stop taking a short term view on activities that are relationship building investments. You might have many reasons for it.
  • Run surveys or send questionnaires to customers who you have interacted with and ask for feedback.
  • The best way to benefit from offering a great customer experience is to ask for references or ask your customer to give you a testimonial. Positive testimonials go a long way in building your brand and influencing people’s purchasing decision.
  • An engaged customer base is a loyal and a forgiving customer base. Use this group to try out changes/upgrades to your product or service before unleashing it on to the world.
  • Stop looking for ROI when it comes to relationship building. Social networks are just an appropriation of real world networks and you never build a personal relationship with the intention of ROI.

Keep these points in mind before you invest in customer engagement. It’s easy to measure the effectiveness of this activity but the parameters differs across businesses.

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