Digital consumer engagement is a fundamental step for any brand that wants to remain competitive. In fact, today's competitiveness is not so much played on the quality of products and services (which consumers take for granted), but on the experience they live when interacting with a brand. Do they have positive feelings? Is the brand creating an emotional connection? Do they feel trust? Does the brand use the technologies as they expect?
Brands now have many tools to improve digital consumer engagement to help them deliver the most satisfying consumer experience.
Let's take a look at the five key ones.
1) CRM to know your customer
Every good customer engagement strategy starts with a CRM. CRM means "Customer Relationship Management" and refers to a digital platform where all information about customers is collected and processed.
Thanks to CRM you can, for example, know which channels a customer prefers to engage with the brand, the last time an agent called them, which products they prefer, how many purchases they made, or what problems they have faced in the past. In a sense, it is the biography of the individual customer that allows you to predict their behaviour and anticipate it. Thus, by keeping track of the entire customer journey you can create a personalised customer experience.
Are you afraid that CRMs are complicated? Don't worry, most of them have dashboards to have immediate and intuitive access to all customer data.
2) Surveys and feedbacks to monitor what customers think about you
"Surveys help to reduce customer churn rate.”
You need to know what customers think about your brand, products, and services.
In fact, CRM gives you a very concrete picture of how they interact with your brand, but it doesn't tell you anything about opinions, satisfaction, or expectations. However, having a good product or service is not enough: digital consumer engagement requires an emotional connection.
If once you could only rely on market research agencies, today you can get this information on your own.
- check online reviews (on social media, on review sites);
- keep an eye on the comments, posts, and messages that users leave on your social media profiles or on your site;
- create surveys (there are many tools for creating online surveys);
- ask for direct feedback from your customers after they have purchased.
All the information you collect will help you get to know your customers directly, identify patterns, obtain statistics and segment them based on different criteria. You will also be able to find out more about your brand, if your customers appreciate business choices that go beyond your products or services and relate to your values (for example sustainability or transparency).
Most of all, you can collect information about those potential customers that are already interacting with you even if they haven't bought anything yet.