The Ultimate Guide to Customer Engagement in 2021

When improvingcustomer relations，我们通常会考虑服务和支持，而不是客户参与。但是，这超出了高质量的客户服务。Delighting customers and encouraging them to spend more money with your brand isn't enough. In fact, this could make them feel transactional and less meaningful to your company.

Instead, you need toimprove the customer experienceto strengthen their loyalty to your brand through customer engagement. It needs to be clear that you value your relationship with your buyers and not just the money they spend. That's why you need to consistently engage with customers and demonstrate your dedication to their needs.

在这篇文章中，我们将讨论您需要了解的有关客户参与的所有信息，包括行业示例，软件，工具以及如何增强组织中的客户关系。bob电竞官方下载

The goal of customer engagement is to offer customers something of value beyond your products and services. High-quality products initially attract customers; relevant content is what keeps them around. Marketers do this through a strategy known as customer engagement marketing.

Why Customer Engagement Marketing Works

You want your brand to be omnipresent so that no matter when your customer needs your help, your team is there. However, being omnipresent can become exhausting for even the largest organizations with resources to spend.

Customer engagement marketing works because it takes the pressure off of just one team to produce an exceptional customer experience. This type of strategy encompasses the entire customer journey and every team within your customer that supports it — from customer service, to operations, to sales.

How to Implement a Customer Engagement Marketing Strategy

To implement a viable customer engagement marketing strategy, you'll want to employ the following tactics:

1. Set a goal for successful customer engagement.

任何伟大的策略以维持——遵循S.M.A.R.T.来开始的目标。Start setting your goals by thinking about why your business needs more customer engagement. It's easy to assume that you need it because engagement is good, but what exactly does that mean for your specific organization? Better yet, what's the benefit for the customer to engage with you? Figuring this out before your teams get started designing engagement campaigns will keep everyone within scope, on budget, and producing work that actually matters.

2.开始跨职能团队合作。

如前所述，客户参与不仅仅是一个部门的责任。在此策略的早期阶段，确定哪些团队在吸引客户并获得买入方面发挥作用。不仅将工作量跨部门扩散起来，而且从长远来看，您还可以采取更全面的策略来真正为客户提供服务。

3.确定和客户应该如何进行in both the long and short term.

Later in this article, you'll learn more customer engagement strategies, and you'll see that not all of them will work during every phase of your campaign. Segmenting your efforts into short-term and long-term tactics will help you focus on the right deliverables at the right time. After all, your customers will want to engage with you on more than one occasion, on more than one platform.

4. Gather feedback from internal and external stakeholders as well as customers.

广告系列实时后，请查看您在第一步中设定的目标。跟踪与这些目标保持一致的指标，以便您可以监视活动的成功。包括该项目跨职能团队成员的内部利益相关者的反馈以及可能参与的外部合作伙伴。bob综合博彩下载不要忘记从客户自己那里收集反馈，以便您可以确定有效的工作以及有足够的时间进行更改的需求。

5. Iterate your customer engagement marketing strategy regularly.

您不必等待整整一年的时间来迭代客户参与营销策略，尤其是如果您有短期和长期里程碑供客户打击时。无论您是决定跟踪每周，每月还是每季度的进度，都坚持一致的间隔，以便随着时间的推移轻松测量它。

除了客户参与营销外，还有其他一些方法可以促进客户参与度。让我们看看接下来的那些。

Based on this guide, it's clear that customer engagement positively impacts your business and ensures a stronger customer base. However, it's not so simple to just jump right in. Consider the following strategies for ways to incorporate customer engagement into your organization.

1.建立品牌声音。

顾客want to engage with a brand that has a personality. Many brands have differentiated themselves through the use of a unique brand voice. This personifies the company making it more relatable and memorable to its customers.

For instance,Glossieris an e-commerce makeup and skincare brand that stands out from competitors by donning a very playful, authentic personality. Women crave being a "Glossier Girl" — someone who embraces their authentic self and uses skincare and makeup as a means of highlighting their existing features, rather than disguising them with other beauty products.

创建这个品牌的声音将您的公司成为其行业中的思想领袖。bob全站app客户将把您视为专家，他们可以就不同的产品和服务提供建议。

2. Share your brand voice online.

Your brand voice is more powerful when you share it with others. Start with building a personality on social media, just as you would with a personal account. Post content that aligns with your brand values and share messages that have similar meanings.

If you want your brand to have a more light-hearted personality, consider brands likeWendy'swhich embraces humor as a means of poking fun, like in the example below. Social media is a great way to engage with customers that may not have discovered or connected with your brand.

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3.个性化客户体验。

一些公司（例如亚马逊）拥有根据过去购买或搜索历史记录提出建议的软件。bob电竞官方下载并非每个公司都必须投bob全站app资于这样的复杂技术。还有其他方法可以个性化客户体验，包括询问客户如何提供帮助。

Some companies start thecustomer journeyby asking them to fill out a user profile or take a quiz that has them select preferences. For instance,Birchbox询问客户的皮肤和头发类型是什么，这可以帮助公司在每月订阅盒中个性化产品。bob全站app这样，你可以obtain customer feedbackat the beginning of the experience, then delight the customer from there.

4. Create content based on customer history.

Feedback surveys can help you create and share content based on what customers have purchased in the past. Unlike Birchbox, however, these suggestions aren't vital to the customer experience. Rather, they complement and add a special touch that exceeds your customers' expectations.

For instance,Spotifyhas a Discover Weekly playlist which is a playlist of songs that it creates for each user. The feature incorporates an algorithm that discovers each user's "taste profile" based on the songs they listen to and similar songs featured in other users' playlists. This campaign is a unique offering that shows how Spotify is helping users discover more music they might enjoy.

5.使用社交媒体比赛。

Cultivate customer engagement through friendly competition. The possibilities are endless when it comes to social media contests and giveaways, but no matter which route you choose, this type of activity can spark rapid customer engagement.

Beware that contests and giveaways can result in short-term engagement if they're not done strategically. To combat this, have a comprehensive plan for your social media engagement campaign that gives each customer a place to land long-term.

For example, if you have a new product or service, choose a long-term customer engagement strategy to promote it on — like YouTube. Then use your social media giveaway to drive engagement on your YouTube channel by asking customers to subscribe and watch videos about your new offerings.

6. Meet customers where they are.

An important part of a customer engagement strategy is to share relevant content in a place your customers will see it. That means posting the secret to business success on a billboard in the middle of the desert probably won't yield the engagement results you're looking for.

这就是为什么与您的客户在哪里见面很重要的原因 - 社交媒体并不总是最好的方法。当然，您的许多客户都可以在Twitter，LinkedIn甚至Tiktok上找到，但他们也可能在其他频道上。在使客户满意时，您想出现在他们最不希望您成为的地方。

Explore options like:

• Murals in places with lots of foot traffic
• QR codes in and on modes of public transportation
• Holiday cards sent the old-fashioned way — in the mail
• Sponsorships on niche YouTube channels

7. Use relationship marketing.

Building relationships between your organization and your customers is a sure way to turn them into advocates of your brand.Relationship marketing是可以在您业务的任何阶段使用的策略。为了有效地实施此策略，您需要激励客户参与度。类似的工具Rybboncan help you keep track of your outreach efforts and ensure that your customers are hitting the right engagement milestones throughout your campaign.

The use of customer engagement marketing strategies can make all the difference when it comes to reducingcustomer churn。实际上，让我们看一些使用这种方法将客户保留在业务中的公司。

Every brand has the potential to introduce engagement strategies that benefit its current and potentialcustomer base。This is illustrated in the following examples, which include companies of various sizes and revenue.

1.松弛

For many professionals, Slack has become an integrated part of our lives during the work day, but sometimes we need the app on our mobile phones, too. Slack recognizes the importance of its software in its customers' lives — and how that software can contribute to an "always-on" culture.

In response, Slack shared this gentle reminder to customers who downloaded or updated the app.

Image Souce

What we like about Slack's customer engagement:

If you're anything like me, you're probably wondering "How did they know I needed to hear this right now?" While it's highly unlikely that the company's product team moonlights as mind readers, they are very attuned to their customers in order to spur engagement and interaction. Taking the opportunity to share a customer-centric message in a place they visit quite often is a recipe for delight and engagement.

2. Coca-Cola

As you may have seen, in 2014Coca-Colalaunched a new marketing campaign that took the nation by storm. #ShareACoke removed the company's logo on 20-ounce bottles and replaced it with 250 of the most common names in the U.S. The campaign was successful because of the customer engagement element.

What we like about Coca-Cola's customer engagement:

This wasn't just a typical marketing campaign; in fact, the highly personalized aspect made it even more engaging. Customers could physically see a piece of themselves on a Coke bottle. Even those without common names could follow the "Share A Coke" tour where they could personalize their own cans. This was a simple campaign that related to Coke's target audience and got people talking about the brand.

3.Carhartt

Carhartt, a work apparel company, introduced new technology to its website that helps customers connect with experts and make smarter purchases. When a customer displays a certain behavior, a pop-up appears that asks them if they'd like to chat with an expert.

It was found that when customers clicked "yes," they found the right product, were more satisfied with it, and purchased it again in the future. In fact, this led to a 10-fold increase in conversion rates compared to otherself-service选项,以及10 - 25%increase in the average order value.

What we like about Carhartt's customer engagement:

Carhartt's customer engagement strategy proves that your business doesn't have to use the latest technology or even automated tools to provide an engaging customer experience. One-on-one interactions between your service team and the customer is still a viable strategy that can turn passive customers into brand enthusiasts.

4.Gymshark

Gymshark has grown its customer base exponentially through social media, guerrilla, and influencer marketing. The brand has a unique ability to reach its customers with highly personalized and relatable content that's sharable and interactive.

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In this example, Gymshark joined the conversation about the gas shortage in the UK by setting up an interactive pumping station. This customer engagement campaign brings both prospective and existing customers face-to-face with the Gymshark brand to build relationships in a way that's authentic.

What we like about Gymshark's customer engagement:

Gymshark balances a serious concern of its UK customers (a gas shortage) with a positive outlet to blow some steam (a popup workout space). This customer engagement tactic is on brand and on time, showing its audience that the company is always listening and showing up when they need it most.

5. Starbucks

How does a company that's already dominating its industry do more for its customers? Well, it comes up with a way to make loyal customers feel special.

Starbucksbegan a new effort called the Starbucks Reserve Roastery and Tasting Room which lets customers chat with coffee specialists, watch coffee brew from fresh beans, and try a variety of rare coffees.

我们喜欢星巴克的客户参与：

This is a multi-sensory experience that takes customers to the next level. They feel like an active part of the Starbucks journey and are getting an inside look into the company's product development process. It's something exciting and unique that further engages customers and gives them a new appreciation for the brand beyond the same coffee every morning.

6. Gravity Payments

有时，客户参与可能是另一个计划的结果。在听说员工的挣扎之后，丹·普莱斯（Dan Price）首席执行官Gravity Payments, decided to implement a minimum annual salary of $70K. While the move was meant to improve employee satisfaction, productivity, and quality of life, the change also had a profound impact on customer engagement.

每月潜在客户从30次提高到2,000个查询，利润增加了一倍，客户保留率从91％增加到95％。显然，客户参与直接与员工满意度联系在一起。当员工得到更好的对待时，他们希望为公司更加努力，这会导致更快乐的客户。

What we like about Gravity Payment's customer engagement:

尽管这些都是成功的案例，但很难预测参与营销活动是否有效。但是，投资参与平台可以确保您的广告系列将始终如一地盈利。

7.Rybbon

Rybbonwalks the walk when it comes to customer engagement. This tool is used by thousands of businesses to manage customer engagement through reward programs, surveys, incentives, and more. But their commitment to the customer doesn't stop when their businesses are onboarded to its platform. The team at Rybbon is committed to engaging their own customers who use its platform, too.

What we like about Rybbon's customer engagement:

In a case study about biotech company Quincy Bioscience, one person said, “It’s been highly successful, we’ve captured thousands of leads, and the conversion rates are very high, almost everyone who receives the module completes it. We’re huge advocates of the platform.”

And that's the goal of customer engagement — to cultivate brand advocacy in your customer base.

Now that you understand the basics of customer engagement, how to use customer engagement marketing in your campaigns, and you've seen some examples of companies that are doing it well, try it on your own. Follow the tactics in this article to build a customer experience that will keep your brand top of mind for new and existing customers.

Editor's note: This post was originally published in July 2019 and has been updated for comprehensiveness.