Successfully getting and keeping the attention of an average human is usually the first step towards consumer acquisition. However, if you are hoping to differentiate your brand from competitors, create an emotional connection with your consumers and communicate with them then you need to take consumer engagement seriously.
The instant they step aside, the average consumer is bombarded with a plethora of brand-related images, and in a means to adapt their mind has generated a system to ignore the most basic of these brand-related messages.
The implication is that to gain traction there is a need for increased creativity. The best brand messages are those that speak to the consumers and not at them. This is where consumer engagement comes in. With consumer engagement, a brand attempts to build personalized and individual relationships through interactions with the different brand touchpoints. The ultimate goal is to create a loyal customer base by giving them contextual consumer experiences while still maintaining brand reputation and growing revenue.
Gone are the days when talking to consumers was enough. Right now consumers expect tailored conversations. They expect to be talked to and in the past, this might have proven to be difficult but technology, as usual, has come to the rescue.
Customer relationship management (CRM) systems allow for the distribution of personalized communications on a large scale. Consumers want to be seen and they want to feel valued so if a brand message is going to stick it needs to be so obviously relevant that it grabs and keeps the attention of the consumer.
When a consumer has a personal connection with a brand, long-term loyalty is achieved. Create avenues for consumers to develop personal relationships with various brand touchpoints.
The most crucial of these being customer service. 73% of consumers agree that it is easier to fall in love and stay loyal to a brand if the customer service is friendly. A brand that builds personal connections with the consumer can easily differentiate itself from its competitors.
Seamless and personalized customer experience across multiple channels is imperative. Consumers expect hassle-free engagement across multiple channels. They will switch channels depending on their preference and need at the time. This requires the integration of communication channels such that even if there is a switch, the consumer still gets to pick up the conversation from where they stopped before the switch. Integration avails the consumer consistency across all channels.
Integration of channels should also go beyond platforms and work seamlessly with the devices used by the consumer. This includes the UI design of all brand access points. They should be easy to navigate because nothing throws a consumer off than a poorly designed UI.
Engage With Augmented Products
Stand out by creating augmented products that boost interaction with the brand. These products come with features that do not change the core product but adds enhanced interaction with the brand as added benefits. In this way, products become channels for marketing activities.
Consumers should be able to check for product authenticity either by scanning a code or by dialing a hidden PIN. In-home installation or free delivery is another way to incentivize consumers. This will further create a medium for interaction between the consumer and various touchpoints of the brand,
This will boost customer trust, enhance customer experience, increase consumer engagement, and will increase consumer loyalty.
Visual Engagement Tools
Agents can interact and help consumers through means that are visual and yet human. Touchpoints that are easy to navigate don’t guarantee that the consumer will find it easy. With visual engagement tools, offer help to consumers in real-time. These visual engagement tools video chats allow for personable interactions between consumers and patients. It provides a lot of value to both the consumer and the brand itself. The future is here and it is remote.
Features like co-browsing allow for engagement with consumers that might find performing a particular task a bit difficult. Features like this allow for remote communication between brand agents and these consumers. This technology allows a brand agent not only to communicate with the consumer but also to interact with the browser of the consumer all in real-time.
Tools like these improve consumer engagement and increase the trust consumers have in a brand.
Create channels for conversation and treat consumers as more than just a stage towards making sales. Using conversations, initiate long-term relationships. Keep an integrated interaction history across all channels so that at each stage of consumer engagement the consumer can pick up the conversation from where they left off. It will set the consumer at ease if they contact customer care and are promptly offered help without having to do a lot of explanations.
Happy customer service will keep the consumers engaged and inherently increase loyalty and trust amongst consumers.