Company Blog: Engagement

Below is a blog I wrote for Darwill in January 2018.


We’ve all been there: frustrated with a lack of quality service (or any service) from a company. According to Accenture, over 68% of people have taken their business elsewhere as a result of poor customer service. As a business owner, losing customers impacts your bottom line. So what can you do to ensure you keep your customers loyal? Boost your customer engagement.

While customer engagement may sound like a complicated concept, all it really means is providing your customers with a wonderful end-to-end experience from multiple touch points to personalized content to follow-ups after a sale or service has been completed. Engaging with your customers doesn’t have to be an exhaustive process. Here are a few tips to get you started.

Personalize your communication – per Infosys, 58% of customers admit that personalization influences their shopping decisions. So how do you do this? Keep your customer lists up to date. Not only will accurate data help you get an idea of customer insight, but it will allow you to reach the right customers with the right message at the right time.

Integrate your messaging – nowadays, customers are used to hearing from businesses in a multi-channel manner. According to SailThru, 72% of consumers say they prefer to connect with brands in a multi-channel manner. What does this mean? When you send out direct mail pieces, include a link to your website. Send email touch points and include links to Facebook and Twitter accounts. Don’t underestimate the power of reaching your customers through several platforms.

Message frequency – it’s not enough to send an email or direct mail piece to your customers just once. In order for your message to truly resonate with them, you’ll need to not only reach them through multiple touch points but through multiple messages. Don’t shy away from sending several emails or direct mail pieces to your customers. If the messaging is relevant and personalized, most people are open to the frequency. According to a MarketingSherpa survey, 86% of those surveyed said they would like to receive promotional messages from businesses they like at least once a month, and just over 30% said they’d like messages weekly. The best way to determine how often your customers like to be contacted is by conducting market research to see how often they open their mail, click on your email, and like your messages on social.

Reach out to your customers often with personalized messages on multiple platforms. Make 2018 the year of customer engagement.

 

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