Addressing the Gaps by Enhancing Customer Engagement
Many consume product companies have gaps that exist between what their consumers want versus what they actually deliver.
Symptoms of Gaps
The three primary symptoms of customer engagement gaps are:
Lack of collaboration — Much is written about how marketing and IT do not get along. Digital marketing is all about information technology, and information technology is all about the consumer experience.
Lack of insight –The truth is that each consumer is many things. One day, she’s a business traveler. The next day, she is a family traveler. Rather than dropping a customer into a single bucket, the wise marketer continuously asks and listens, and makes every message contextual to what the potential buyer is doing at the particular moment.
Lack of data integration — Siloed and messy data makes up the other reasons why gaps exist.
Addressing the Gap
We explore how company can develop solutions to connect with your customers.
- Defining Your Customer Engagement Gap
Define customer engagementfor your organization with the team. Some businesses want to boost customer satisfaction, while others desire to increase the average revenue per customer.
Analyze the data that affects your goal. For example, tracking your Net Promoter Score can gauge customer satisfaction. It’s critical that your team reimagine their roles when creating solutions to this problem.
- Prioritize Customers’ Needs
Customers are the primary asset of your company. If you don’t prioritize their needs, everything else falls apart. This principle is especially true when engaging customers. Start approaching the customer relationship with respect and communicate the most relevant information.
Analyze behavioral data from website, email activity etc. and remove common myths surrounding customer needs, habits and desires. Their actions will help you identify how to craft the conversation.
An idea is how leading retailers catch customers’ attention by embedding personalized insights alongside the digital transactions that matter most — like online bill payment.
- Convey Every Message Differently
Repeating the same message (e.g. mailer) over and over isn’t useful and will annoy the customer.Instead, every piece of content should not center around the sale. Here’s Susanna Tarrant, a digital marketing coordinator for Marketing Copilot, thoughts on the topic:
“Rather than trying to close the deal too early, you should create content filled with information for your audience. A useful content marketing strategy changes the conversation. It makes it about your customer and not about you or the sale.”
For instance, if you’re planning a five-day email campaign, introduce your brand in Email #1, talk about the problem in Email #2, highlight a case study in Email #3, discuss the negative consequences of inaction in Email #4, and present your product solution in Email #5.
- Collaborating with Your Customers
To truly turn the engagement gap into an opportunity, you must involve the customer.So, Implied and expressed are two forms of customer collaboration.
Implied collaboration involves customer behavior and how their interactions with your brand affect their shopping experiences. These actions may include the number of times they visit your website, when they open your emails, or their product choices.
From these behaviors, your team can assess what content resonates with customers or which products offer the most benefit to your audience.
On the other hand, expressed collaboration is directly asking for customers’ opinions. You may request for the customer to fill out a survey or have the customer reply to an email.
It’s also possible to bring your consumers together in a Facebook group to casually address brand engagement. Here’s insight from Danyl Bosomworth, managing director of First 10 Digital:
“One of the most powerful ways to remain valuable is to enable the consumer to connect and share with other like-minded consumers, this allows the like-minded to flock together and simultaneously deliver ongoing insight for the brand hosting the platform.”
Case Study: Amazon.com
Amazon is a good example of an online business that tries to close the service gaps in order to thoroughly meet consumer expectations.
- Understanding Customer Needs
From the time the consumer starts to shop at Amazon’s online store, Amazon will attempt to understand their expectations. The longer the consumer shops at Amazon, the more the company attempts to identify their preferences and needs, and offering alternative goods and services.
- Customer Defined Standards
Amazon has set standards for how quickly customers are informed when a product is unavailable, how quickly customers are notified whether an out of print book can be located and whether they pay return shipping costs. These standards exist for many activities at Amazon from delivery to communication to service recovery.
- Service Performance
Orders often arrive ahead of the promised dates; orders are accurate and are in excellent condition because of careful shipping practice. Customers can track packages and review previous orders at any time. Amazon also makes sure that all its partners who sell used and new books and other related items meet Amazon’s high standards.
Further, every page on the website is very easy to understand and navigate. For example, the page dealing with returns eliminates customer misunderstanding by clearly spelling out what can be returned. The page describes how to repack items and when refunds are given. The customer account page shows all previous purchases and exactly where every ordered item is in the shipping process.
So, the time is now to deal with the customer engagement gap