Over the years, we’ve helped many companies worldwide reach and engage customers on their preferred channels such as – WhatsApp, Facebook Messenger, Viber and many other chat apps, SMS, Email, RCS, Mobile App Messaging and Voice.
We hope this article and our customers’ stories about increasing engagement will help you get started on improving your customer engagement.
1. Be personal
To be personal, you need to know your customers.
The obvious starting point is simple, their name followed by the basics such as general demographic and geographic data. But this is an expanding point of interest where you need to find out what drives your customers – for some, this may be the latest products or services you’re offering, while for others, it may be that special irresistible offer.
Knowing the difference between different segments of your customer population can make or break your communication campaigns.
This critical data can be collected by conducting surveys and collecting feedback during various touch points within your customer journey and multiple communication channels.
A post-purchase comprehensive survey through email will give you greater insight into what you’re doing right, while a quick survey via text or chat might help you optimize your processes and find the holes in your game.
Armed with such knowledge (remember not to silo that data), it is easy to then create dynamically updated logical segments based on demographics, attributes, or behavior – which then helps automate highly personalized communication that maximizes the revenue potential of your customer base, while also saving you time and money.
2. Build a loyalty program for your customers
Loyalty programs have been around for quite some time, and this is because they’re effective. In all their shapes and sizes, from the simple email subscription model, to the highly sophisticated loyalty programs with dedicated apps and websites – they work.
Building a community is essential, no matter the industry. If anything, it allows you to get the valuable starting data, you need and want about your customers.
Just ask yourself how many times you have given your data and how man programs you’ve entered. People will share their information if they get something of value in return.
The age of the careful and anonymous customer is long gone as research shows – 83% of customers are willing to share their data to create a more personalized experience. And the same research shows that a whopping 91% are more likely to do business with brands that provide offers and recommendations relevant to them.
Such programs keep your customers engaged even if they’re not currently buying and help you stay on top of their minds.
With the correct combination of email and chat communication, Shoebedo had a 4x order increase with personalized communication over Viber and Club Comex improved their campaign revenue by 115% with RCS Business Messaging.
3. Offer real value
This one is crucial for long term success. Real value doesn’t necessarily mean a discount or an incentivized offer; it goes beyond that. For example, real value can come from content and information that is ultimately useful to your customers.
A customer base is not a homogeneous entity – whether it’s books, movies, music, art, food, we all have different tastes and interests. Ultimately, nobody likes to be bothered with irrelevant content.
To offer your customers real value, you must start by personalizing your communication. Sure, first and last names are wonderful personal information – in fact, they’re an essential step – but you need to dig deeper than that.
As mentioned earlier, customers are willing to share their personal information and are also willing o
Thankfully, today it is possible to achieve a relevant level of personalization, even with automated communication, because, as previously mentioned, customers are willing to share their personal information. As Forbes showed, they are willing to that for many reasons, including getting relevant offers, discounts, recommendations.
In fact, Adobe found that 63% of consumers say they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant. And in a different survey, they found that by not personalizing your communication, you risk the customers not buying at all, as 66% say encountering content that isn’t personalized would stop them from making a purchase.
4. Two-way communication
Engagement isn’t only a one-way street.
Whether it’s customer satisfaction, feedback, or social media communication two-way communication, it is crucial to talk to customers, preferably in real time. It allows you to answer their questions, address their complaints, and nip potential issues in the bud.
And what better way to engage your customers then by communication to the one’s that reach out to you. These are all opportunities where you can learn more about your customers’ expectations, prevent them from looking somewhere else, and identify upsell and cross-sell opportunities.
Various automated customer surveys such as NPS or general product satisfaction survey will help you gain insight into the perception of your customers and their needs and wants. Also, if you look closely at the bad reviews and criticism and use them to improve, you will ultimately reduce churn and increased customer satisfaction.
If at first you don’t succeed.. try again, because sales cycles vary across industries and rarely does a customer buy during first contact.
Effective customer engagement is not a one hit wonder, it is a continuous process, one where the aim is to get a loyal customer willing to buy your products and services. And because of this it should never be underestimated.
By using SMS, Volpy managed to increase the number of active users by 30% within one month of the first campaign.
6. Experiment and use new channels
Experimenting with new channels brings us back to the first point – different people prefer different ways and channels of communicating.
As mentioned in one of our previous articles, Identifying Marketing Technology Trends for Customer Engagement, the future of customer engagement is omnichannel. According to the Aberdeen Group, brands with strong omnichannel customer engagement retain an average of 89% of their customers as compared to 33% for companies who use a single channel.
Selecting SMS, Viber, and email, Wurth managed to experience 6 times faster sales of their promoted stock.
While Unilever had 14 times more sales with an innovative approach in customer engagement over WhatsApp.
These are just some of the strategies that helped us create Moments – our omnichannel customer engagement hub, to enable you to reach customers on their preferred channel and utilize an expanding number of use cases.
Want to improve customer engagement?