Teacheting with Proffy T: Creating Compelling Customer Engagement

Опубликовано: 13 Февраль 2020
на канале: Strategic Glue Small Business Marketing, Branding

This video is a 3-minute discussion on some things to ponder regarding customer engagement for existing customers.

Hi, I'm Terry Sullivan or “Proffy T” as many of my students
call me. Welcome to Teacheting where I hope to teach you rather
than just market to you.

Customer experience
is a popular topic, particularly how it impacts customer retention.
But, what begets both of those things? Customer engagement.
Customer engagement is usually part of a great customer experience in winning “new” customers.

But what about customer engagement to
retain and grow “existing” customers? In this Teacheting lesson, we’ll cover
three sticky points to create customer engagement
for existing customers.

Okay, who is your best customer? The one you already
have! But, coming up with unique content, how to connect with
them, and specific promotions are often more challenging for existing customers.Yet, most businesses can cross-sell
or upsell customers to grow the relationship and customer lifetime value.
So, let's move from disengagement to creating engaging experiences for those existing customers.

Personalization fosters customer engagement. From personalized content to using existing data to personalize communications, one-size-fits-all messaging doesn't engender engagement the way
personalization can. This example shows a personalized landing
page using variable data that shows information
specific to a returning customer like name, the last race in which they participated, and their finish time.

Relevance is a key consideration in customer engagement. A
relevant experience can be tied to products or services purchased, challenges or opportunities, or time spent as a customer, among others. But, nothing crashes the customer engagement party faster than irrelevant content or offers that don't align with a customer's needs or business.
This example of relevance is a promotion that targets a specific
customer segment. In this case, drummers who were
invited to play a monthly online scratch-off game where they could win a daily or monthly prize or were encouraged to try again.

Customer engagement is more likely if it's contextual. A common contextual example is a remarketing add that you continue to see after visiting a website. Similarly, contextual engagement is based on customer data, marketing activity, or purchase history.
But, contextual engagement doesn't have to be content related. Hubspot’s use of multiple support channels encourages engagement - how
and when a customer prefers to use it. From a self-serve knowledge base to chat, email, or phone. Customer engagement is crucial to customer experience and customer retention.

Personalization, relevance, and context are three things to consider in building next-level customer engagement.

If you need help with strategy for your business, check out strategicglue.com. If you like this video, please leave a comment and share with others. And, if you have suggestions for future Teacheting episodes,
please leave your suggestions in the comments as well.
Thank you so much for watching.

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