What are client engagement factors?

What’s better than establishing a lasting business relationship with your customers? This week, we’re taking a close look at social psychology to give you some ideas on how to engage your prospects and customers for a top-notch experience.

Commitment theory. Commitment is the link between the individual and their actions. According to Charles Kiesler (The Psychology of Commitment) and Joule and Beauvois (Petit traité de manipulation à l’usage des honnêtes gens), human beings are committed above all by their actions, not by their feelings or ideas. In marketing, an engagement strategy (often linked to the B2B market) will work on the levers influencing the individual to act.

Client engagement, concept illustrated by Bang Marketing

A BRIEF SUMMARY OF ENGAGEMENT LEVERS

The public nature of an action. A socially visible act is always more engaging than one performed incognito. Encouraging social exchanges is, therefore, an approach to be favoured from the outset. This reinforces the importance of professional gatherings (trade shows, conferences, corporate events) and social media, a high place for individual visibility and sharing.

Clarity of action. A fully assumed action is more engaging than one that leaves room for doubt and interpretation of a result. Uncertainty weakens the ability to maintain a decision over the long term. This applies to your service offers, contracts, forms, etc., which must be reassuring and clearly state the outcome. Actions with predictable consequences limit the risks faced by the individual and reinforce their decisions.

Repetitive and progressive actions. An action that needs to be repeated regularly or that requires progressive development, builds loyalty far more than one performed just once. This truth underlines the importance of lead nurturing. Ongoing interaction with your prospects and customers encourages them to progress toward a decision and take action.

The idea of freedom and individuality. Crucial factors in engagement, the feeling of freedom of choice and the ability of the individual to take responsibility for their behaviour can, on their own, lead to a purchasing decision.

The bottom line? If you’re a company that relies on the long-term commitment of your customers, you should know that sale runners have rarely been known to be very loyal! The technique of discounts, promotions or rewards… we leave that to the supermarkets!

So, how do you increase client engagement ?

To effectively involve a customer, it’s essential to establish a solid basis for communication and collaboration. First and foremost, take the time to fully understand your customer’s needs, objectives and difficulties. This knowledge will enable you to tailor your marketing strategies and solutions to their specific challenges. Regularly solicit their opinions and feedback, involving them in decision-making and making them feel heard and valued. Encourage open dialogue and transparency, fostering a partnership based on trust and mutual understanding. By actively involving your customer in the B2B marketing journey, you strengthen your relationship and create a collaborative environment conducive to innovation and success.

How do you measure customer engagement?

Measuring engagement is essential to understanding your customers’ connection and level of satisfaction with your company. There are several key indicators you can use to assess customer engagement. These indicators allow you to gauge customer interest and involvement in your market presence. By regularly monitoring and analyzing these indicators, you can gain valuable insights and make informed decisions to strengthen the customer journey through engagement strategies.

  • Customer feedback and surveys. Gather customer feedback through surveys and evaluations to understand their experiences and perceptions.
  • Customer retention rates. Track the percentage of customers who continue to do business with your company over time.
  • Repeat purchases. Monitor the frequency customers repeat their purchases, demonstrating their loyalty and commitment.
  • Referral rates. Measure the number of customer recommendations, as this reflects their level of satisfaction and willingness to recommend your company.
  • Digital engagement. Monitor customer interactions on digital platforms; Track website visits and time spent on your site. Analyze social media engagement, including “likes,” comments and shares. Monitor email open rates and click-through rates.

By regularly evaluating these metrics, you can assess customer engagement levels and identify areas for improvement for a better experience. Use this checklist to measure and improve your customer engagement approach, strengthen the relationship with your consumers and drive business growth.

Examples of marketing engagement strategy

– Personalize your offer. Tailor your interactions and offers to each customer’s unique needs and preferences. Use your customers’ data and insights to deliver personalized experiences, recommendations and communications. In this way, you demonstrate that you understand and value their needs, fostering deeper connection and engagement.

– Communicate proactively. Establish regular and meaningful communication with consumers. Adopt a proactive approach in providing updates, sharing relevant industry information and responding to any concerns or questions they may have. Respond promptly to inquiries and comments, showing that you value their input and are committed to their success.

– Build strong relationships. Invest time in building solid relationships with your customers. Foster a sense of trust, reliability and transparency by consistently delivering on your promises, providing exceptional customer service and going the extra mile when necessary. Building a solid foundation of trust and rapport fosters ongoing commitment and loyalty to your brand.

– Produce value-added content. Share valuable content with consumers that go beyond promotional messages. Provide educational resources, industry trends, best practices and information that can help them in their business or professional activities. By offering relevant and informative content, you position yourself as a trusted advisor and resource, strengthening customer engagement.

– Investigate! Actively seek customer feedback through surveys, feedback forms or regular interviews. By allowing them to express their opinions, you gather valuable information and make them feel involved and valued. It’s an excellent tactic to generate customer engagement. Use this feedback to improve your offerings and resolve problems, further strengthening customer commitment.

At Bang, marketing strategy isn’t just a buzzword for agencies. Get in touch with us!


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