The mercurial rise of digital technologies has made it hard for enterprises to understand the mind of the modern day consumer; past behavior is no longer a reliable indicator of future behavior. The underlying drivers of human decision-making have become exponentially more complex thanks to the digital age. In addition, customers today hold the purchasing power and they prefer to communicate with businesses using digital channels. This means organizations now need to understand their customer at a deeper, more profound level than ever before.
However, most enterprises are struggling to keep up with these expectations. In fact, statistics to this end are sobering! Only 10% of companies that were surveyed by Oracle are able to support a digital culture while only 8% of them have a clearly articulated digital strategy. The implication here is that you need to meet your customers’ expectations of engagement or risk losing customers, falling behind competitors, and sacrificing revenues and market share. You need to provide a best-in-class web experience for your customers as modern marketing, sales, and customer relationship management are largely conducted online.
Here’s a look at some of the strategies that you can use to increase customer engagement on your website and hence maintain a competitive edge in today’s global economy.
Provide Personalized Experiences
Personalization is a crucial component of most customer engagement strategies. As a matter of fact, numbers from a survey of more than 7000 consumers by SalesForce suggests that 57% of consumers are willing to share personal data in exchange for personalized offers or discounts. Similarly, 52% of consumers would share personal data in exchange for product recommendations, and 53% would do the same for personalized shopping experiences.
Personalization involves demonstrating that you understand your customer’s specific pain points and will adapt the experiences accordingly. Use of name, individualized attention, knowledge of preferences and past interactions all add up to an experience that feels personal. You need to engage with customers through both explicit criteria (think purchase history, CRM data, location, etc.) and implicit criteria (think behavior on the site, keyword searches, navigation, etc.). With this data, you will be able to develop a customer profile, assign that profile to a customer segment, and target them with personalized offers. As loyal and repeat buyers interact with your website, their experiences can be continuously tailored with messages, offers, among others.
Ensure A User-friendly Website
A research conducted by famed website usability expert Jakob Nielsen of Nielsen Norman Group indicates that the average web page visit lasts less than a minute and in order to increase that, will depend on the kind of user-experience companies provide. A user-friendly website is a core concept in customer engagement, and one that translates well to the digital world. Therefore, you should make sure that users are able to easily find out what they are looking for on your website as this will help keep them engaged. Ensure that your website navigation bar is simple and double check to ensure that each section is redirected to the correct page. Additionally, you should make sure that you site is mobile-friendly and loads fast.
Leverage Social Media Channels
Your website is a primary channel for marketing, customer service, communications, business transactions, among others, and a key enabler of top-line and bottom-line success for enterprises across industries. To engage customers today, you need to deploy multichannel marketing initiatives that enable them to optimize online customer engagement and the overall customer experience. You can achieve this by leveraging social media channels. Allow readers to easily share pages from your website on social platforms such as Facebook, Twitter, Pinterest, Instagram, LinkedIn, among others. This will ultimately help engage your prospective customers and as a result, convert them into paying customers and your brand evangelists.
Modernize Your Communication Channels
Digital technologies are reinventing every aspect of the customer experience and that’s why successful brands are already implementing some of these game-changing technologies such as Live Chat Software, Call Center Software, Customer Service Software, Help Desk Software, etc. that support multiple forms of real-time communications.
Interesting to note is that data from a recent Ovum report titled- “Ten Imperatives for Digital Customer Engagement” shows that the use of mobile applications for support queries has more than doubled in the past two years, while calls from landlines have declined significantly. As a matter of fact, mobile apps and have emerged as the preferred channels for general support questions. On the same note, businesses that modernize their customer engagement systems normally experience 25-30% increase in customer loyalty.
You can leverage platforms like LiveAgent that come with a host of customer care abilities, like allowing all forms of customer points of contact to be able to siloed into one organized ticketing management system that includes: Live Chat, a Call-Center, Facebook chats, tweets, DM’s, analytical reporting capabilities, multilingual support, agent availability and more, so all representative have all the information needed for any case at any given time.
A solid live chat system will enable you to deliver a rich, interactive website experiences that today’s customers expect; you will be able to empower your brand to deliver highly-personalized and interactive engagements that will reduce website and shopping cart abandonment which is good for the bottom line.
Create Top-notch Content
I bet you’ve heard the expression- content is king! Studies have shown that marketers who use content strategies such as blogs get 67% more leads than those that do not. Potential customers expect rich content that goes beyond standard product information; they expect easy access to product information, case studies, videos, and evaluation products. The point here is that you should ensure that you create top-notch content that engages your readers and help you build a better brand reputation. When customers engage with your content directly, they will feel like a more integrated part of your brand community which translates to a greater sense of familiarity and loyalty. To ensure increased customer engagement through your content, make sure you:
- Develop new and unique content constantly,
- Ask for opinions from your readers,
- Use different forms of content (think videos, blogs, images, etc.),
- And make sure you reward your readers for engaging by maybe thanking them for sharing one of your content pieces on social media.
The Bottom Line
There is no denying that modernism has brought about a complex business landscape and as a result, organizations have to react accordingly so as to better meet the growing expectations of today’s customers. Businesses have to understand that the web has become a critical business and marketing tool and hence a one-size-fits-all website experience no longer fits the bill.
The modern day customers expect a seamless customer experience that is tailored to their needs. They want companies to answer questions and resolve issues in real-time and on their terms. In essence, they expect a web experience that provides a targeted and personalized, dynamic, social, interactive, and optimized experience across multiple channels. The above five strategies can help you to deliver personalized and compelling experiences that engage customers, cultivate relationships, and drive revenue.