How customer engagement data informs your marketing strategy

“Customer engagement is the emotional connection between a customer and a brand. Highly engaged customers buy more, promote more, and demonstrate more loyalty. Providing a high-quality customer experience is an important component in your customer engagement strategy.”- Adapted from Google Marketing Platform.

Evaluating Customer experience is a rich strategy to evaluate your performance. Customers are the most important assets in a business, it is therefore important to actively engage with your customers using their feedback to inform your business mix.

According to Google Marketing Platform 61% of people expect brands to tailor experiences based on their preferences. According to this insight the best action to take is to build on your business through past interactions with your customers.

Having a comprehensive understanding of your customers is key to achieving core business goals. Whether you’re trying to build (or optimize) the customer experience, create more engaging content or increase sales. Knowing your customers better than they do is key.

Here are some of the techniques you can implement to understand your customers better;

  1. Enforce Intelligent Customer Engagement

Majority of consumers agree that good services make them feel more positive about the brands they engage with Interactions with your consumers boosts your performance. Involving your customers in customer satisfaction surveys is a rich strategy and informs your engagement with your consumers.

Polls.ke suggests these three key principles to follow when designing a survey:

i) Remove bias: Ask the customer for their opinion without projecting your own. Get their uninfluenced, impartial opinion. You want genuine insights, even if they’re negative. An example of this could be something as simple as “What do you think we could do better?”
ii) Be Solid: Use simple language that asks for feedback on a specific topic. For example, “How have you improved marketing effectiveness using our software?” will help to determine the value your customers are getting from you.
iii) Establish an aim: Your surveys should address one area of the customer experience. The aim is to get insights that you can then act upon.

2. Build on your Buyer Personas

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Many marketers make use of using generic demographics like age, profession, and location to develop their buyer personas. These data points simply don’t provide enough information to understand the customers’ path

One way to understand your customer preferences is to use the Acquisitions tab on Google Analytics to track your website traffic providing you with reports that actively informs you on their behavior such as sessions This kind of data can be leveraged to transform your business mix.

“Instead of using technology to automate processes, think about using technology to enhance human interaction.” –Tony Zambito, lead authority in buyer personas.

3. Generate Insights from User Data

This analytics show how people are engaged on your website including the pages they viewed, landing and exit pages, what visitors searched on your site, and whether they interacted with a specific element.

Analytic tools such as Google Analytics provide great insights on customer engagement data that helps you analyse the behaviour of your customers, such kind of analytics informs your investment decisions allowing you to focus on weak areas enabling you to gather higher traffic.

4. Evaluate, Measure and Forecast

Creating a plan for future customer engagement is just as important as creating a plan for the present. This puts customer experience teams in the right frame of mind to respond to customers during stressful or challenging situations.

An insight on purpose of market research;

5. Traverse Your Customers’ Journey

A way of understanding the customer’s journey is putting yourself in the customer’s shoes. For instance, would you be satisfied by your own product or services if you were to purchase them?

This can be evaluated through advanced tools such as customer journey mapping, a method where companies create a detailed, graphical representation of the customer journey based on critical touch points interactions between a customer and your brand before, during, or after purchase

Conclusion

Thanks to advanced analytics, behavioral recording tools, and stronger customer touch-points, understanding customer behavior has gotten easier than ever.

Take the challenge and visit polls.ke and create your survey and engage with your consumers directly to easily measure your performance.

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