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.
To enhance digital customer engagement, you need to give them a feeling of personalization. Also, they should not feel they are buying virtually. Try to give it a humanized touch.
“If you’re competitor-focused, you must wait until a competitor is 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 per target customers' demands 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 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 Relationships 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 by up to 20 percent.
To attract and retain customers, it is always important to build their trust; 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 toward 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 double the growth by the year 2021 - a more than $70 billion industry. Users of all 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 gives users a vicarious experience, paving the way for live feedback in user-contributed questions and comments.
Apart from this, live video can add a feeling of trust amongst 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 putting rubber bands on a watermelon, one by one, to look at how many bands would get the watermelon to 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.
Undoubtedly, bursting a fruit may not be your brand's ‘live video’ strategy. 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 the customer experience means making sure that your potential customers receive the best possible service from your end. And it includes all the interactions 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 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 the customers' complaints. Being present on social media platforms can definitely help you to build trust among your potential customers.
"Forget the 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 its 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 them into simple data points. Based on these points, the microsite was further used to generate an annual report on top music tracks, playlists, and much more.
In 2016, Spotify added a billboard campaign to 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.
Building a microsite needs some extra web design and development efforts, but its potential to increase brand awareness and attract and retain 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 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 can 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.
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