Not seeing results when you’re trying to build customer relationships? It’s probably time to update your customer engagement strategy — As a Salesforce Partner, V5 Digital knows how vital it is to engage your customers effectively and intelligently.
It was going so well. You and your customer both seemed committed, invested, and bought in. Then suddenly, it’s radio silence on the other end, no communication and no explanation. You’re left wondering, “What happened? Is it something I did?” Sure, it might not be you, but more likely, it is your fault. The good news is there is something you can do about it: refresh your customer engagement strategy. As the great Yogi Berra once said, it ain’t over ‘til it’s over.
If your customer has stopped engaging, they have a need that you aren’t meeting. We found that 73% of customers expect companies to understand their unique needs and expectations. But, 71% of marketers say that meeting customer expectations is more difficult than a year ago. So, where do you go from here?
What is an effective customer engagement strategy?
A customer engagement strategy is a set of tactics and approaches that a business uses to interact and build relationships with its customers. It involves creating meaningful and valuable experiences that foster customer loyalty, satisfaction, and advocacy.
However, as customers progress, they can lose interest due to changing priorities and needs, poor customer service, better offerings elsewhere, or because they haven’t heard from you in a while.
A well-executed customer engagement strategy keeps customers interested throughout their journey, from initial awareness to post-purchase support.
However, to build lasting customer relationships, an effective strategy must also continuously improve and adapt to meet changing needs — keeping the fire burning.
Brands that do this understand the importance of feedback and listening, deep customer understanding, proactive communication, and out-of-the-box content and experiences.
How you can get ‘lost’ customers back
If you’re reading this and remembering the once-good times with that special someone (ahem, customer), it may be time to consider refreshing your customer engagement strategy. Don’t worry, we’re here to help you win them back. Here are six ways to rekindle the flame.
1. Conduct new customer research
Gain a deeper understanding of your target audience with customer research. Gather feedback through surveys, interviews, or focus groups to learn their needs, preferences, and pain points. Use this information to refine your customer engagement strategy and align it with their expectations.
2. Segment your audience
Divide your customer base into segments based on similar characteristics or behaviour. This segmentation allows you to tailor your messaging and engagement strategies to specific groups. By understanding each segment’s unique needs, you can develop personalized approaches to reach them effectively.
3. Launch targeted re-engagement campaigns with exclusive offers
With this segmented data in hand, you can then create compelling offers, promotions, or exclusive incentives to entice lapsed customers back. Use personalized and timely communication channels, such as email or retargeting ads, to reconnect with these customers, remind them of the value your business provides, and how you can solve a problem they have.
4. Encourage user-generated content
People love seeing how others like them are using your products, and it gives your marketing efforts a more authentic feel. You can encourage customers to contribute their own content, such as reviews, testimonials, or social media posts featuring your products or services. User-generated content adds authenticity and social proof to your brand, while also fostering a sense of community. This is a great way to keep customers engaged — and help them feel recognized.
5. Be more interactive
Don’t just market to your customers — have fun with them. Update your customer engagement strategy with interactive experiences that go beyond traditional marketing. Create quizzes, polls, contests, or interactive videos that allow customers to actively participate and provide feedback. Interactive experiences create a sense of involvement and captivate attention, resulting in higher engagement levels.
6. Take an omnichannel approach
Instead of just sticking with the channels you know, go where your customers are most active. Consider incorporating messaging apps, chatbots, or social media platforms that better connect with your target demographic. Experiment with different channels to meet customers where they spend their time.
Build a relationship that lasts
So, you’ve put yourself back out there. How do you know it worked? We found that 83% of marketers are using insights into customer needs and expectations to adapt their strategies and make the most of every interaction.
Without clear metrics and analytics, it can be difficult to know which strategies are working and which are not. This can lead to wasted resources and missed opportunities for growth. Remember to continuously analyze customer feedback and engagement metrics to measure the effectiveness of your refreshed strategy. Stay agile, adapt to evolving customer needs, and experiment with new ideas to keep your customer engagement strategy dynamic and effective.
Refreshing your customer engagement strategy can help you stay relevant, captivate your audience, and drive customer loyalty. Don’t just let your customer slip away. Like Yogi said, it ain’t over ’til it’s over.
Remember, you're not alone in this endeavour. V5 Digital, a Salesforce partner, is here to help you navigate the tricky terrain of customer engagement. Our team of experts is dedicated to helping you understand your customers better, anticipate their needs, and deliver strategies that not only meet but exceed their expectations.
This article was written by Meredith Turner for Salesforce and adjusted for the V5 Digital audience.
