“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.”
In today’s highly digitalized era, Darwin’s ‘Survival of the Fittest’ theory befits perfectly well.
Customers' demands are rising by the day. Hence, companies need to change their business models as per the demands of target customers to outsmart their competitors.
To meet such ever-rising demands, businesses need to come up with a more engaging customer experience for their target consumers. While some businesses are still reluctant to digest the reality of the onset of transformation among online consumers, the truth is that the digital customer engagement process has grown significantly over the past few years.
As per a study by McKinsey, digitizing the customer service can increase customer satisfaction by 33%, thereby cutting back costs by 25-35%. Hence, it has become the need of the hour to safeguard your digital customer engagement prospects to ensure that you are running ahead in this age of digital transformation.
Following are the ways that can help your business drive impeccable digital customer engagement:
1. Build Digital Relationship with Personalization
In today’s digitized era, personalization is one of the ways to differentiate your business from competitors. According to research, customized experiences can boost sales up to 20 percent.
To attract and retain customers, it is always important to build their trust: and, personalizing interactions is one such key. Your customers want to feel valued.
Targeting potential customers with generic emails is now passe’. You will have to come up with something unique and go the extra mile for more enhanced customer engagement.
When we talk about ‘extra', personalization comes into the picture, thus playing the role of that extra factor. Serving potential visitors with personalized content will definitely move them to take the desired action. No matter what the platform is - email, social media, or a scrolling pop-up - push your target buyers towards the desired outcome.
[ Recommended: Increase User Engagement With Rich Push Notifications ]
However, note that it is important to reach the right persona at the right time by analyzing the behavioral data, purchase history, and browsing the interests of the visitors visiting your website.
2. Get ‘Live’, Get Digitized
Why should you care to ‘Go Live' to enhance customer engagement?
It’s because of its huge and robust user base and ever-growing popularity. It was a more than $30 billion industry in 2016, and it is projected to cross the double growth by the year 2021 - a more than $70 billion industry. Users of all the ages are watching and creating live videos in today’s scenario:
Hence, by going live, you have an opportunity to reach a plethora of new potential customers with a click of a single button. It allows users to have a vicarious experience, which paves the way for live feedback in form of user-contributed questions and comments.
Apart from this, live video can add a feeling of trust amongst the potential customers by coming up with meet-and-greets, Q&As, new product launches, and much more.
One of the best examples of using live video to engage users was implemented by Buzzfeed. They came up with a concept in which two people kept on putting rubber bands on a watermelon, one by one, to look after how many bands will the watermelon burst.
The video went on for over 45 minutes and this concept generated more than 807,000 viewers at its peak in popularity.
But the question is ‘How’?
Buzzfeed successfully added the element of curiosity, and gradually kept it escalating throughout the video.
No doubt, bursting a fruit may not be the ‘live video’ strategy for your brand. But what you can learn from Buzzfeed is to come up with a unique idea that could be used to expand your customer connections.
3. Improve Digitized Customer Service
Improving customer experience means making sure that your potential customers receive the best possible service from your end. And it includes all the interaction with them before, during, and after the purchase.
Today’s cut-throat digitized environment relies heavily on a five letter word - ‘Speed.’ Even a study reveals that “47% of customers would take their business to a competitor within a day of experiencing poor customer service.” Hence, consumers do not have any patience for lackluster service.
In order to reach the highest ladder of success, addressing your customer's complaints after 1-2 weeks will make you stand nowhere around your competitors. Respond to their complaints quickly. And online is one such medium to address their complaints effectively and quickly.
Mobile phones are still considered to be the best medium for the user to contact customer service. Hence, channelizing all your resources to target this medium can emerge as a winning strategy for you to target your potential customers.
Make use of social media to reach your customers. Make your team of experts available 24*7 online to address complaints of the customers. Being present on social media platforms can definitely help you to build trust amongst your potential customers.
"Forget phone, email and live chat: Facebook, Twitter, and other [social] networks are the new front lines for customer service questions.” ~ Andrew Caravella
4. Add a Feeling of Community through Shared Experiences
A well-built microsite can help your business to deepen the engagement with your potential customers through shared experiences. A microsite is a website with a different web address that is accessed through the main website.
One of the best examples of a booming microsite is Spotify’s “Year in Music.” Spotify analyzed its users' listening habits from the main site and converted it into simple data points. The microsite was further used to generate an annual report on top music tracks, playlists, and much more based on these points.
In the year 2016, Spotify added a billboard campaign in its digital strategy in the UK, highlighting the bizarre and interesting user habits in that particular year. Spotify did not only gather a huge digital boost but was also able to manage a deep connection with its users, who shared similar interests.
No doubt that building a microsite needs some extra web design and development efforts, but it's potential to increase brand awareness, thereby attracting and retaining the consumers is a worthy investment.
5. Digital Customer Engagement - A Process Critical to All Business
“Customers are transitioning to communicating and buying through digital channels.”~ Gartner Survey
This has increased the importance of digital customer engagement manifold. However, the long-term annual growth rate of the U.S. economy has slowed down from its average of 3.4 percent to 2.6 percent. This has led to the growth strategy challenges for many companies. Hence, delivering a seamless, personalized, and consistent customer experience is important to stay ahead in today’s digitized competitive environment.
Customer engagement is an emotional bridge between a customer and a brand. And if your business is able to acquaint and embrace the tips mentioned in the blog, then no reason will be left behind for you to move forward in your digital customer engagement journey.
James Wilson, content writer at Net solutions. He started out as a quality analyst and moved onto business analysis, where he discovered a passion for information architecture, wireframes, and user experience.