Customer engagement : from theory to practice
The concept of “ customer engagement ” thus defines the set of strategies aimed at creating a continuous and lasting relationship with the consumer.
An effective engagement marketing strategy cannot therefore ignore the enhancement of the customer experience and the creation of communications, purchasing experiences and personalized offers.
But it does not end there: customer engagement requires active participation of the consumer/customer who takes part in the creation of the brand experiences.
Sharing but also co-creation: it is precisely thanks to the latter and to feeling like an active protagonist in the relationship with the brand that the consumer strengthens his cognitive and emotional bond with the latter, reaching a high level of loyalty .
The purchase of a product/service thus transcends its functional value and is enriched, in the eyes of the customer, with values, aspirations that deeply bind him to the brand. But what actions and activities can a brand implement for a customer engagement strategy ?
Promote the sharing and creation of content (texts, images, videos) within the brand channels in order to stimulate the active participation of consumers in events and campaigns. In this case, the use of branded hashtags is recommended .
Create lead generation campaigns in which, in exchange for valuable data and information that users are invited to provide by filling out a form, they are provided with exclusive content.
Create online communities by sale leads, armenia email address exploiting the spontaneous tendency that consumers have to gather around interests, passions
Facilitate interaction between consumers through comments and reviews that not only help increase brand visibility but can also help streamline customer care service activities.
As can be easily seen from the examples above, a good engagement marketing strategy obviously cannot ignore the necessary openness of the brand to a comparison with its consumers and the necessary management of any critical issues that may arise from this.
Customer engagement : 3 fundamental rules
According to a report by Forbes entitled “ How leading companies are connecting with customers ”, there are 3 rules at the basis of a good customer engagement strategy :
engage consumers by pursuing a specific purpose : the creation of a community must be an integral part of a broader strategy and the marketing engagement strategy itself must be perfectly planned in every phase
s supporting a customer engagement strategy through corporate culture : the success of a customer engagement strategy is measured by the availability of internal company resources to create a relationship with the customer .
ensure a personalized customer experience at every touch point : it is important to create experiences that are relevant to the consumer at every stage of the customer journey through omnichannel strategies.
