Customer engagement is important to secure. This is because marketing has changed. Not only is it something you say to your customers, but it’s something you now talk to your customers about. On top of that, the amount of people your voice will reach is quantifiable in terms of your social media numbers and analytics. To this end, rampant expansion might seem like the most tempting option in moving forward.
But it can often be the case that trying to hard will result in irritating your audience. To this end, a fine line must be drawn. You must know not only how to engage with your audience, stay memorable and present, but to do so right up just before the line where it can be viewed as negatively. In fact, often a consumer-friendly approach can help you in the end.
In a world where the best corporate practice can be celebrated within seconds, and negative press circulate seemingly quicker than this, it’s important to know what approach you’re going to take.
Consider the following:
A Mobile App
A mobile app can be a gracious benefit to your business. This is because it’s something that your customers will download of their own volition, so that means push notifications sent through it are often par for the course in terms of expectation. If designed well, the settings of your app should allow you to provide customers with push notifications only for certain circumstances, or not at all. With that telegraphed front and center, it’s likely that your app will feel a lot more customer-centric than others in your industry.
Also, you’ll be able to tailor how your push notifications are received through this format, and just what you decide to push in the first place. In this manner, you can be quite creative, but it’s important to stay reasonable. Certain notifications customers are pleased to receive often include – being informed of a money-saving opportunity, matters relating to account security, notifications or messages from other members (if you have support discussion forums,) the completion of a support request, or perhaps a reward thanking them for their loyalty.
Notifications they are often unhappy to receive include nudging notifications (‘we notice you haven’t logged in for a while), pushing a product without a discount, time-exclusive ‘buy quick’ messages, and an over-abundance of any message be it good or bad. With a mobile app you can track the analytics and see just how your app might have been opened relating to a certain push you sent out, or how many phones your app was uninstalled from if a questionable approach was used.
Think of one notification always opened on a phone. Calls can be missed, texts can be ignored, app notifications can be swiped to the sidelines, but voicemails? They are present in the notification tray unless opened and viewed. This, in itself, can prove very worthwhile. Ringless voicemail drops can be the best manner of having a customer fully listen to your message, provided it is intelligently composed. In fact, this has the highest engagement rate of any push engagement, up to 20% and more.
This means you could truly have an impact when trying to show promotions, or trying to give certain loyal customers an inside into your exclusive deals. If positioned well, this could be anything but irritating.
The navigability of your website can often be the most important thing to get right. Ensuring that everything is easy to find, that your search bar lead to indexed content correctly, and also to ensure that sideline needs such as your careers portal or support access is clearly there can help anyone use your website for the purpose they need. But it can often be the case that some websites go a little too aggressively against the grain with your experience.
Remember, if someone is on your website, they are likely interested in what you offer and have to say. Showing a website pop-up one too many times, requesting browser notification access, asking them to deactivate an ad blocker, and a loud ‘ping’ sound that occurs when your ‘can we help you’ automated chat window pops up? This can all prove annoying. Of course, perhaps one of these is completely fine and a normal means of increasing customer engagement, but you shouldn’t employ every single one. Remember, targeted outreach will always be more appropriate than a scatter-gun approach.
Stop Cold Calls
Try to stop your overly targeted sales pitches by calling a random customer and trying to get them to order more or upgrade their plans. It’s rare that this will ever lead to a conversion to that which you’re trying to sell. If anything, it alienates people. Calls are not as expected as they used to be outside of professional purposes, in the era of push notifications at least.
Also, consider what annoys you about a cold call sales pitch. First, the sales representative might ask how you are. Then they ask what plan you’re currently using. Then they ask if you’ve ever considered switching. Only then do they ask if the service is right for you, if you’re even looking for something new, and what they are representing. Two minutes might have gone past before you actually figure out they’re trying to sell to you. It’s a tactic straight out of the salesman manual, ‘keep them engaged and develop a relationship with the client.’
But most of us are too aware of that now. We’re not interested. And so to be bothered in this manner can often lead us to unsubscribe from a service rather than investing more money into it. For that reason, it’s important to weigh up the cost of outreach and just what price you might pay for a small uptick in sales.
With this advice, we hope you are better able to increase customer engagement, without being irritating. This, in itself, could prove to be the most useful approach you may have had.