The success of a business is indeed determined by how well its customers are responding to it. However, with the pandemic changing how companies operate and how customers interact, it has become imperative to recognize that customer engagement needs to be excited a few notches. Therefore, identifying the ways to engage customers better by pinpointing their needs and preferences is the best way forward in this venture to improve customer engagement.
In this video, MoEngage's Maegan and Irmina talk about the best practices to help businesses formulate strategies focused on engaging customers meaningfully by keeping their preferences in mind.
Customer Engagement Survey
COVID-19 has irrevocably transformed the customer engagement environment for businesses – and it is all for the better. As a result, brands today strive to provide a more personalized and proactive experience to customers with good reason.
Maegan refers to a study conducted by MoEngage on a group of 1,000 consumers across North America and Europe that has revealed exciting results regarding how consumers want to be approached by brands. The findings of this survey potentially form a foundation to base all future strategies of consumer engagement.
- This study found that the top three consumer-preferred channels for engagement were email (33.3%), website (18%), and social media (13.5%)
- Another critical aspect of engaging with consumers is the frequency of communication. According to this study, 37.2% of consumers prefer to receive weekly communications from a brand, which is a significant insight for designing marketing campaigns.
- Personalization has now assumed the front seat, the priority at all brand touchpoints with its consumer. The study revealed that 25.8% of consumers want a brand to show them content based on their purchase history, while 20.9% wanted brands to understand their interests before offering them any content.
Consistent Customer Experience
The quality of engagement a customer experiences with a brand largely depends on how consistent a brand is with its communications and content delivered to the customer. The challenges that businesses face here have mostly to do with the inability to manifest strategies as campaigns at the desired pace due to a gap between thought leadership and developers (IT and tech).
Maegan emphasizes that another significant challenge brands face is data inundation. While the modern MarTech tools provide detailed insight into the goings-on about the consumer, there is a disconnect between data collection and relevance. Consequently, the data that is collected initially very intelligently does little to help the consumer engagement strategies.
Perhaps now is the time to overhaul consumer engagement strategies by incorporating the latest trends that have taken the market by storm.
Consumer Engagement Trends
Irmina deftly navigates through the latest trends that have been observed in the context of brands and customers interacting with each other in the last year.
- A holistic customer view is a new tool that brands utilize to map a customer’s journey throughout.
- Artificial Intelligence is the new face of a brand in front of the consumer in smart chatbots and virtual assistants.
- Brands are going fully digital to be able to reach the consumer right at their doorstep.
- Personalization has become the new mantra to deliver an individual, singular experience to each consumer – a new way to express that a brand is listening.
- Brand presence across multiple channels has ensured that it can reach the broadest consumer base possible.
Customer Behaviour Mapping
Creating a unified view for each customer on a single MarTech platform helps a brand “see” its customers better. In addition to the primary contact details of each consumer, a brand should strive to map the entire journey of that user through the sales cycle.
Knowing how a consumer behaves after entering the universe of a brand helps tailor a more customized engagement experience that precisely addresses the consumer’s requirement and enhances their interaction with the brand. This helps forge meaningful and loyal connections between a brand and its consumer.
Another critical aspect of creating consumer engagement strategies, Irmina highlights, is creating relevant cohorts for a business. For example, not all users that arrive on your landing page get converted – this is where segmenting a lead based on its intention and seriousness to buy from a brand becomes important. In addition, knowing why a customer is talking to you helps you deliver relevant and precise information to them.
Meaningful user engagement can benefit a lot from classifying users based on their activity, intention, and progression when interacting with your brand. Additionally, MarTech tools today can update the labels on each user once they have progressed or moved up or down along the journey with your brand.
Consumer engagement isn’t rocket science – it is all about understanding what a user wants, why he wants it, and how you can deliver it to him according to his preferences.