BPA Featured Article

How To Drive Customer Engagement



By Paula Bernier, Executive Editor, TMC
September 24, 2018


Do you want your business to be perceived as an inspirational and aspirational brand with which customers are highly engaged and in which others want to be associated?

If you already are, good job. If not, or your organization could benefit from some improvement on these fronts, you might want to examine how you’re employing your customer-facing resources – and how you could use them to greater advantage.




Start out by considering your website from an outsider’s perspective.

Is the website attractive? Does it clearly illustrate your organization’s value proposition? Is it easy to navigate?

Do you use your website to tell your story? Do you demonstrate how some of your customers are benefitting from your solutions?

What about a way for customers to engage with you? Do you provide a way for customers and prospects to reach out to you if they have questions to answer their customer service requests or inform their buying decisions?

If you answered no to any of the above questions, now is probably a good time to figure out ways you might work to improve your website.

Oh, and while we’re talking about online content, keep in mind that videos are a great way to tell your story and share customer stories.

Studies indicate the brain processes images 60,000 times faster than text. Video tends to elicit strong emotions than text and still images. About 45 percent of people watch more than an hour of Facebook or YouTube (News - Alert) videos a week, according to this article.

And eMarketer estimates that 2.38 billion people will watch streaming or downloaded video content this year. And about three quarters will do that on their mobile phones.

Because mobile phones have become the center of the universe for so many consumers, businesses that provide their customers with an easy way to interact with them via these devices position themselves better for greater customer engagement. 




Edited by Maurice Nagle

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