Customer Engagement – Doing it Right
Customer Engagement – Doing it Right
Written by: Frewin Francis
A single minute on the Internet generates over half a petabyte of data. Mind boggling? Not really, because the devil is in the details.
The smallest transaction you perform on the internet could be as small a few bits. In the appified world, moments / instances are the real deal breakers for a successful business conversion. This implies that every transaction that takes place over the Internet is/could be a potential business idea. Simply put, there are roughly 4,000,000,000,000,000 business possibilities being generated every minute.
Advancements in mobile computing technology and high rates of adoption have resulted in mobile devices overtaking personal computers as primary sources of information access. Recent trends show that the breakup of devices accounting for web traffic is 55:45 (Mobile – 55, Web- 45). The most interesting aspect about this is that app data comprised around 90 percent of the mobile data.
What does all this mean? Engagement, engagement, and more engagement.
Today, business hours are no longer confined to a 9 or 10 hour window. Customers are always connected and hence always accessible. So that’s great news right? Yes and no. You can’t be too pushy where you turn into a nuisance and neither can you disengage them for too long where someone else grabs their attention.
This is a very thin line to tread on and there are no concrete rules you can follow to prevent either from happening. Responses to your engagement strategies could differ based on age groups, economic backgrounds, demographical variances, personal interests, and a Pandora’s box of other factors.
You also have another problem. Studies by the U.S. National Library of Medicine show a 35 percent drop in the average attention span of a human being; from 12 seconds in 2000 to 8 seconds in 2013. And if you thought 8 seconds was short, Google suggests that 400 milliseconds is already ‘too long’! The difference of a few milliseconds in response time can result in the web traffic migrating in droves to faster/more efficient ones. There are also other distractors like web ads and other external elements that take their attention away from what you’re trying to tell them.
In a nutshell, if you don’t have your engagement strategy right, your customers are going to be bored even before you can spell their name right.
Your ad, app, website are all iterations of a modern day salesman. They help in selling your business. Hence, a poor engagement plan simply equates to a lackadaisical approach to doing business. How long do you think that would help you stay in business in today’s blink and miss world?
There is a huge list of things you can do to ensure customer engagement. However, the choice of options would depend on what your business is, who your customers are, and how you want to go about doing business. But as a rule of thumb (or thumbs in this case) we list down some of the most critical ones that you shouldn’t miss:
- Map a business offering to a customer need. ( Customers don’t want to spend time trying to find out what exactly you are trying to offer.)
- Use in-app messaging to communicate with the user. (Who likes one sided interaction?)
- Send reminders. ( Your customer likes to know that you remember them and that they are important to you. It also keeps your customer base active.)
- Segregate and target audiences when planning for special events or campaigns. ( One size never fits everyone.)
- Localize. ( Everyone asks the question – What’s in it for me? Set context, flavour, and approach based on demographic considerations.)
- Time relevance. (Strike the iron when it’s hot. Early adopters are the biggest gainers.)
- Go social. ( In the world of instant gratification, sharing activity on social networking platforms is primal. This has a two pronged effect; Self-gratification results in repeat activity and sharing app activity works as endorsed marketing.)
- Videos. (Who doesn’t love them?)
- Polls. (Don’t you like it when someone values your opinion? Poll results also great to gather feelers for the latest trends or disruptors.)
- Seamless experience across all channels. ( Familiarity certainly breeds contempt, but not when it comes to varied experiences in different channels at the same instance. Customers like to experience the same look and feel of using an app, website, or service whether they access it from the web or their mobile devices.)
In our next post, we will discuss some of the features of our flagship product – Appzillon and explain how it can be the winning choice in adopting a carefully planned mobile strategy or intuitively engaging your customer.