Customer engagement
Customer engagement resources, guides, and strategies to help your company improve its relationships with customers – and ultimately grow revenue.
What is customer engagement and where do I start?
Customer engagement is when companies actively interact with and encourage experiences between customers and the company's products or services. Engaged consumers feel stronger connections to a brand, resulting in higher loyalty, increased sales, and positive word of mouth. After all, existing customers are your greatest referral source: 86% of consumers say they will recommend a company to friends and family, and 66% are likely to write a positive online review (KPMG). Create relevant content, facilitate conversations, and provide value at every touchpoint, so you can build meaningful relationships with customers that drive growth for both the business and the individual. An engaged user base is a powerful asset that delivers revenue while requiring less overhead than continually acquiring new customers.
Latest
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5 creative ways to thanks donors that surprise and delight (without tchotchkes)
Innovative strategies for nonprofit organizations can enhance donor retention and appreciation. Instead of relying on generic gifts, these fresh ideas focus on personalized engagement and meaningful connections to foster long-term relationships.
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Craving social impact: 3 ways to connect with Gen Z consumers
Explore the dynamic world of Gen Z, a generation that prioritizes authenticity, social impact, and digital fluency, and learn how brands can align with their values for a genuine connection.
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How to get more and better reviews online
A strong online review flywheel can be one more thing that sets you apart from your competition. In this article, we walk you through how to get more and better reviews online.
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Reducing friction is more than just reducing clicks
Does reducing clicks reduce friction? We dive into what makes a solid customer experience when completing an online task.
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Personalization in marketing: The guide
When it comes to personalization, customers want more than just an email with their name in it. They want customer experiences (and offers, ahem) that are truly tailored to them.
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15+ statistics that prove the power of engaging your customers
Gallup says that the majority of a customer's buying decisions are made from the heart rather than from the head. For customers, feelings are facts.
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Power of surprise on consumers
There's very little research on how psychologically influential surprise moments actually are in our lives. From proposals gone wrong to bursting into tears at birthday parties, we're a blank slate when we don't see what's coming. Here's why, and how you can use this power in your customer engagement strategies.
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Year in review email
Year-in-review emails are the perfect measure of loyalty – one you share directly with the customer. Get the how-to on wrap-up messages to your customers, thanking the ones who are engaged and nudging the ones who aren't.
Automatic Payments: Guide for business managers
We look at how to get more Autopay signups through incentives, the revenue impact, and how to get there with an intentional campaign.
Getting started
Building connections and nurturing relationships with customers leads to increased loyalty, word-of-mouth promotion, and ultimately higher sales. Doing this well doesn’t happen by accident – it requires strategy and execution. I
- Understand your customers deeply. You can’t connect with customers effectively if you don’t truly understand them. Start by looking at your current top customers and segment them to understand the insights about their demographics, behaviors, concerns and motivations. Go beyond basic attributes and really dig into what drives them. Instead of fake personas, create buyer profiles off your real, top customers. If you have great clients and customers, keep heading in that direction by interviewing them about what pushed them to purchase. Recognize that your early customers might not have the same persona as later customers.
- Identify where conversations are happening. Be present in the digital and physical spaces your customers already spend time. Social media analytics tools can uncover where online conversations in your industry are happening. Online groups, forums and communities relevant to customers are valuable for starting organic engagement. Even offline traditional locations like community centers or conferences might provide opportunities for relationship-building. Meet them where they already are.
- Map out a journey-based engagement approach. The typical customer journey is moving through stages of a funnel through touchpoints that bring a customer from awareness all the way to purchase and through to retention. To turn engagement into revenue, your strategy must address how to best reach, nurture and convert high-value leads at each step of that journey. Use tools like Miro or Whimsical to make an actual map, assigning action steps to each touchpoint.
Master these fundamentals before rushing into tactics and technologies for outreach and communication.
It's a myth that likes, followers, and shares are vanity metrics. At the end of the day, you can only market to those you can reach. Growing your social media audience, email lists, and website traffic will lead to revenue, so focus on those tactics first. Keep iterating your personas, identifying new spaces for organic connections, and mapping messaging to all journey stages. This creates the solid foundation for customer engagement that drives sales.