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Curating a Customer Engagement Strategy

“The best way to control your customer experience is to intentionally create it.”

Your customer’s experience with your brand is everything these days.  Your customer needs to have a seamless, personal experience that fulfills their needs for the right price for them to become repeat customers, and hopefully become brand loyal at some point.  Your customers are why you got into business in the first place.  When you shift from just doing your day-to-day business and move into a customer-centric approach, you are bringing your customer more of what they want.

To execute a more customer-centric business plan you must start with a customer engagement strategy.  The Creative Agency is a full-service marketing agency that specializes in business growth.  One of the ways we achieve incredible growth statistics is by utilizing and executing a customer engagement strategy.

Customer engagement is each time your customers make contact with your business.  A customer engagement strategy is a plan for each step your customer can possibly take while purchasing your products or services.

When thinking about your customer engagement strategy you need to take into account your customer at each stage of their journey.  Making their customer experience as seamless and effortless as possible will help to ensure your customers become returning customers, and even achieve brand loyalty.

Whether you call it customer engagement or not, your customers engage with your brand.  When you keep this engagement at the forefront of your business strategy, you are creating a customer-centric business culture.  When your customers and how you can best serve them become your focus, your business will reach new heights.

Defining your sales funnel

There are many strategies your business can use to enhance customer engagement.  All strategies begin with understanding your customer’s journey.  You need to clearly define your sales funnel.

Start at the top of the funnel, and figure out where people hear about your business.  Using analytics and metrics, see where your leads come from.  Are people searching for your product or service and getting to your site via search engine results, ads, or social media?  This is a great way to figure out where you can increase your reach.

If your leads are coming from search engine results pages, you know your SEO is working and you need to continue what you’re doing with your SEO.  If you aren’t getting leads from search engine results pages, work on your SEO, and ranking on the first pages of results pages.  The easier you make it to find your business online, the more customer you will get coming to your website and therefore, engaging with your brand.

It’s a great idea to analyze what your social media is doing for your business.  Social media is a great way to engage with your customers.  If you’re not using your social media to engage with your audience, you aren’t utilizing it to its maximum potential.

Use your social media as a way to introduce your audience to your brand, to hear the wants and needs of your target audience, and to see what customers are saying about your brand.  If you run social media ads, how easy is it for your potential customers to go from that ad to buying from your website?  Once again, the easier you make it, the more success you will have.  It’s all about making it as easy as possible.

Email marketing

Email marketing is a great way to directly engage with your customers and potential customers along each step of the sales funnel.  Offering a discount or promotion in exchange for signing up for an email list is a great way to get started with a customer who is visiting your site for the first time.  With their email list, you can help to convince them to buy, gain their trust in your brand, and communicate specials, sales, and announcements, like new products or services.

You can email your customers to help personalize their experience.  How was their buying process, do they need any additional help from you?  After they purchase you can continue to use this strategy by following up with them, or even reminding them when it’s time to buy again. Email marketing is a great way to build upon your relationship with your customers.

So many businesses focus on getting leads to visit your website and the ease of purchasing.  One of the ways you can improve your customer’s experience is by having an engagement strategy in place for after your customer buys.

A great way to engage is a follow-up email asking how the product or service is.  Did your product or service deliver on its promise?  This form of engagement shows your customer that you care about them, not just selling your product or service to them.  This type of engagement also can help you to individualize and personalize your customer’s experience.

When your business is prepared and ready to deal with potential problems you can deal with these issues with more ease.  By predicting what could possibly go wrong, you are preparing your business for scenarios that will no doubt happen occasionally. Have a strategy in place to deal with all kinds of issues, like returns, exchanges, and refunds.

Focusing on the customer

Being prepared for customer problems and issues will help your business to deal with them.  A problem with your product or service does not mean that customer will not buy from you again.  Their decision to buy from you again depends entirely on how your business deals with the problem.  The more prepared your business is, the more of these customers you can retain. Making dealing with a problem as effortless as possible for your customer is going to be the key to keeping these customers.

When you curate how you engage with your customers and have a plan to make your entire buying process seamless and effortless on your customer’s end, your business will reap incredible benefits.  When your customer feels seen, heard, and understood, they will want to keep coming back to your business. Even better, they will tell others about your business.  When your business is personally invested in your customers and they are engaged with you, they recognize that.

Customers become brand loyal to brands that care about them.  What better way to show you care than to be their guide along each touchpoint they have with your business?  You are in business to serve your customers.  Customer engagement helps you to understand each step, and make each step more user-friendly if you need to.  Analytics and metrics can show you where holes are in your strategy.  Customer engagement shows you how your business makes your customers feel each step of the way.

Customer engagement can change the trajectory of your business.  When you focus on best serving your customers along every step and touchpoint of their customer journey, both your business and your customers win.  Call or email us at The Creative Agency and we can get started on curating a strategy that includes all the touchpoints of customer engagement.  We want your business to grow and flourish and be at the top of your industry.

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