What is customer engagement?

When talking about customer engagement (customer involvement), it refers to the development of a continuous relationship between the brand and its target audience.

Thanks to this close relationship, the brand manages to guide a customer's purchasing decisions, through involving the customer themselves.

Customer engagement is all about fostering active dialogue with customers, in order to have an exchange of ideas with the chosen brand.

Customer engagement strategies: how to improve interaction with clients

There are various strategies that can be implemented to improve interaction with clients, namely:

• Enhancing Brand Identity: It is essential to define core values to structure one’s brand identity. These values must be consistent across all activities of communication, promotion, and customer support;
• Use content marketing to reach customers: create and share content that engages the audience and creates, precisely, customer engagement. Inform consumers not about product promotions, but about information on the area, train stations, doctors, pharmacists, and the best restaurants to eat at, thereby giving greater visibility to the brand;
• Interact with customers on social media: unlike traditional advertising, social media can communicate more quickly with the customer. It is an ideal place to meet consumers and interact with them because they create direct communications and promotions reserved for them.
• Listening to the audience: through the use of social media, you can intercept the audience while they are talking about your product and see what they really think. This opportunity can be used to answer questions and clarify doubts, thus creating new customers interested in your brand, also reducing the abandonment rate. Communities on social media are ideal places where companies can interact with customers and read comments and conversations about their products or brand;
• Integrating your channels and creating a successful customer experience: An effective way to reach your customers is to synchronize all web channels (websites, social pages), so as to offer the same functionalities. This allows users to move from one channel to another to perform all the desired actions without interruption.

The customer engagement represents an important marketing strategy for the company, as it creates a direct communication with its target audience, leading to their loyalty and a solid relationship with the brand.

Examples of customer engagement

To better understand the importance of customer involvement, here are some examples of successful brands that have implemented this strategy:

Coca-Cola and its personalized cans

The campaign initiated by the Coca-Cola logo printed the most common names on cans, and launched events around the world where everyone could get a can with their own name on it.

350 million customized cans have been released to the market, advertised to thank all the fans who love the brand and all its products.

E-commerce and Its Interaction Channels

Another successful strategy regarding customer engagement involves e-commerce sites that offer channels of interaction with experts for product customization and advice on outfits and combinations.

Statistics show that interactions via chat with dedicated staff generate higher conversion rates than self-service options.

Means to Implement Customer Engagement

To implement the most effective customer engagement strategies, multiple means can be used:

• Social networks;
• Email marketing;
• Corporate blog;
• Videos;
• Sponsored content.

The main goal of customer engagement is to provide as much information about the brand and product as possible to involve consumers in any event and promotion.