In seven steps to your own customer engagement
Just implementing an engagement tool is not enough, although it is usually a good start. Often just systematically listening to your online visitors leads to an 'a-ha erlebnis' for the marketer. Insight into the behavior of your online customers often gives food for thought about how the current campaigns are designed and set up and stimulates teams to critically review (assumptions about) their engagement strategy.
Analyses such as those by Brian Solis in his book 'Engage'! make it clear that there are a number of other aspects that distinguish customer-driven companies from other (more traditional) companies. Customer-driven companies have put the seven steps mentioned below into practice to become a company that really engages customers:
Use social media channels to ensure a steady flow of traffic to your website.
Combine knowledge gained from different online sources including social media to get a complete picture of each individual customer.
Become proficient in creating a variety of one-on-one interactions that allow you to have an online dialogue with your customers.
Continuously measure the contribution of your online channels (track how much each cyprus phone number list channel contributes to the value each individual customer brings to your business).
Use social elements such as games, online coupons or interesting news items when engaging with your customers to ensure that customers return to your website again and again.
I am always looking for ways to improve online customer engagement processes across the company.
Proof in practice
That this is not purely theoretical is evident from a number of home-grown success stories. WPG Uitgevers , one of the largest publishers in the Benelux, is one of them. This company was one of the first to apply a customer engagement strategy. And this also applies to the Netherlands Board of Tourism & Conventions , responsible for the worldwide promotion of the Netherlands as a holiday destination.
Organizations like these consistently interpret, combine and use information from (new) interactions and dialogues with their customers, supported by customer-driven online engagement technologies. And so far, the results have been very positive; conversion rates that have increased by tens of percent and a much greater customer loyalty (measured in numbers of returning visitors).
So what is holding you back from turning your business into a customer-driven enterprise that wants to build a real connection with its (online) customers? I would love to hear it in a comment!