Customer Engagement Strategy

Phase 1

Customer Engagement Strategy Workshop

Customer engagement is a strategic approach to marketing that  seeks to engage customers on a more individual level.  The rationale being,  that this will allow the company to be more responsive to changes in customer  needs, and behavior. Customer engagement takes direct marketing up several  notches, by focusing more on two-way communications.

The advent of social media added a new dimension to the marketing landscape.  Because of the ease with which messages, both good and bad, can become viral,  marketers have found it increasingly important to start listening to customers.  Marketing is no longer limited to just sending a message to the customer, but  rather, marketers are being forced to listen to what those customers have to  say, and engage them.

If businesses opt not to engage customers, they  risk being caught unawares by negative feedback, as they will not know what is  being said about their brand.  Social media sites have empowered consumers,  so that they are now able to influence how well a brand sells.  They are  able to use email, websites, blogs, or other social networking tools, to express opinions about  products and services, and influence what others buy.

Dissatisfied customers can damage a brand, making it lose its position in the  marketplace. So customer engagement must move beyond words, and ensure that  stated brand promises are adhered to.  These promises should focus on the  key areas of customer service, and product quality.  When a brand loses  ground in the marketplace it can have immediate repercussions, and this is  particularly harmful to the small business, that relies heavily on social media  marketing.

Engaging customers involves:

  1. Listening to customers.  Acting on the feedback you  receive is the indication that you have heard what has been said by the  customer.  If you fail to act on this information, then you miss out on the  opportunity to improve your product and gain market share.
  2. Creating value.  The brand must satisfy the need of  the consumer so they must understand what the product offers.

Also consider the following:

  1. Customers that are engaged are loyal.  They are more  likely to continue buying the brand, and becoming repeat purchasers. They will  stay with you for the long term, and shore up profitability.
  2. Customers that are engaged will buy more.  Yes they  will! Because they are satisfied with the brand and the service being  provided.
  3. Customers that are engaged become brand advocates.   Brand advocates hold sway over other consumers, and their recommendations can  play a significant role in attracting new purchasers.  The connection they  feel to the brand make them trustworthy marketing associates, as they are  interested in helping others share in the brand experience.

Customer engagement is a more individual approach to marketing.  It centers around engaging individual customers so that they feel connected to the business process, and become loyal to the  brand.  It has become apparent that it is much more than a catch phrase, but is evolving into a key component in a business’ ability to survive in the  marketplace.

Phase 2

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