2015 was the year “customer engagement” made its way into the top five most-searched marketing terms on Google. By now you’re likely familiar with the concept, but how well do you really understand its underlying aspects? As a marketing or customer relations professional, you’re directly concerned with what’s at stake regarding customer engagement: customer satisfaction and loyalty, the online reputation of your company, co-creation, etc. Addressing this important topic, we have put together an eBook in order to share our knowledge of customer engagement with all those who may benefit from it. As with everything we do here at Critizr, this book has been written in line with a simple motto that has always served us well: listen to the customer !
CLIENT ENGAGEMENT IS A RESPONSE TO THE EXPECTATIONS OF MODERN CONSUMERS
Your clients are becoming more and more desensitized to standard marketing techniques and no longer hesitate in their attempts to avoid them. For a great recent example of this, we can look at the rapid rise of online ad blockers and the subsequent effect of “ad blindness” (we’ve already discussed the idea of “Content Blindness” in previous posts). Whether online or in store, it’s becoming harder and harder to catch the attention of the modern, demanding consumer.
The idea has been discussed for decades, but it’s even more of a top priority today: you must be committed to going the way of the customer; in other words, being customer-centric! Though in order to do this, you need to first be able to convince your customers to commit themselves to your company, your brand, your products, etc. For us, an engaged customer is one who is compelled to provide you with feedback and who will help you to move forward by freely submitting their ideas, suggestions, the problems they encounter, etc. Customer engagement is a business of interactions. It is built, destroyed, and rebuilt each time the customer interacts with a business. Customer engagement via attentiveness to your customers is a process that aims to simplify customer participation and involvement in the ongoing life of the brand and/or its points of sale. An engaged customer is one who expresses themselves, gives advice, voices their discontent, and who doesn’t hesitate to send suggestions directly to a business. Using social networks as an example, you can think of an engaged customer as a user who, in a spontaneous or calculated manner, will like the posts of a brand, comment on these posts, and even share them within their own social networks.
According to a Gallup study on customer engagement, purchasing consumers who are completely engaged with a brand represent on average 23% of these brands’ supplementary revenue (in terms of portfolios, profits, and revenue turnover) The study in question took into consideration the effects of customer engagement across different industries. For example, fully engaged consumers in the information/multimedia sector spent 29% more on each individual purchase than unengaged customers.
CUSTOMER ENGAGEMENT IS AN INTERDISCIPLINARY SUBJECT
Within your business, customer engagement will simultaneously assist :
- General management and network management, who will see it as an excellent means of controlling and optimizing the effectiveness of business holdings (website, points of sale);
Marketing management, who will be able to improve customer loyalty for the business by delivering more personalized communication;
- Customer management, who will see it as an excellent means of getting to know and interacting with the clientele.
Whether you’re a marketing professional or a customer relations expert, we invite you to read our eBook, which delves deeply into the concept of customer engagement and its importance in the modern age of doing business.
In less than 15 minutes of reading, you’ll discover this concept in very concrete terms as well as the motivating factors that convinced large companies, such as Carrefour, Nocibé, Total, etc., to put in place their customer engagement approach with the help of Critizr.
Marketing Manager @ Critizr for Business