Technology has taken over our world and therefore we have to adapt as businesses and conform to the new rules of the way. For companies engaging customers has changed as well, instead of focusing on ‘touch points” in marketing and sales processes, we are using social technologies to form meaningful, ongoing relationships, often through social channels. It seems that social media is paying off, companies that engage with their customers via social media have more loyal customers. You need to expand your concept of “customer service”, it is no longer an isolated section of your business but a part of a larger, customer engagement strategy. Your bottom line is riding on your ability to deliver excellent service while you’re meaningfully engaging customers. Take these steps into consideration when building a loyal relationship that will last.
1. Customer Engagement exists in a full spectrum of experiences.
Companies need to be good listeners in the digital age, and that requires a new set of skills. It means listening to customers who are already having conversations about your company or brand. Foster trust and form relationships through open, honest interactions over time. Positive outcomes include answering questions, solving problems, hearing ideas and supporting them, and amplifying praise. Another aspect of the spectrum is the relationships that your customers form with each other. Your job isn’t just to sell your product, its to facilitate an active, passionate online community around your company.
2. It needs to be results-driven.
When you engage your customers, have a goal in mind, whether it’s improving your product or nurturing loyalty and increasing sales. 70% of Americans are willing to spend an average of 13% more with companies who they feel provide above-par customer service. That means that all your customer engagement efforts should lead clearly in the direction of resolution.
3. It happens anytime, anywhere.
In 2011, customers were using mobile apps 10 times a day and a growing number of customers have used an app to buy a product. An astounding 78% used mobile apps for customer service purposes. In other words, if you are not engaging your customers on-the-go, you are essentially neglecting them. You want to be able to interact with your customers in the context of their daily lives, this gains their loyalty and keeps you on the forefront of their minds.
4. It’s considered mutually beneficial.
The feedback you get from your customers isn’t just important to you, it’s important for them as well. If you can listen to what your customers are saying and improve the product and experience, everybody wins.
5. It’s truly customer driven.
Your customers decide if and when to communicate. Your job is to simply give them the tools that make the interaction and communication natural and easy. You should also offer options for different types of conversations. Do they have a question? Do they want to post a rave review? Are they experiencing a technical difficulty? Provide your customers with intuitive tools for communicating with you, and let them initiate. When you put control in their hands, you are more likely to be able to meet their needs but you also win their trust.
Information provided from the article “The New Rules of Client Engagement” by Wendy Lea from Start-Up Confidential.