How do you build a customer engagement strategy that adequately addresses customer retention?
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VP, Marketing5 months ago
To build a customer engagement strategy that truly addresses retention, it all starts with understanding the voice of the customer. We delve deep into their needs, wants, and pain points, discerning whether they're drawn to our brand name, the convenience we offer, or the positive experiences we're known for. Research plays a pivotal role here. By conducting surveys, research, and actively listening to customer feedback, we gain invaluable insights into what truly matters. Segmentation allows us to tailor our approach, ensuring that every interaction resonates with each unique customer segment. Personalization is key too. We use the data we've gathered to deliver messages that feel uniquely relevant to each individual. Across multiple channels, from our emails to social media, we maintain a consistent presence and tone of voice, offering proactive support and valuable content which ultimately deepens their connection with our brand.5 months ago
I believe you have to start with the end in mind and consider what your client is looking for, which will likely vary across different industries and depend on how they interact with you. From a professional services perspective, we're striving to understand how we engage clients, how they want to be engaged, and where. This often involves considering different channels of communication. Traditionally, it's been about the shareholder being the main point of contact, which can also be a point of failure. If that shareholder leaves or becomes too busy, the client is left without resources.
We're working hard to broaden the scope of client engagement to ensure a continuous journey. This approach solves several issues. First, the client feels confident that they will always have a connection for engagement, which increases their engagement as they feel we're doing what we can to help. Second, it provides us with a succession plan and protection against unforeseen circumstances. Third, it allows the client to view us from several different perspectives. We've looked at digital channels, but there's also still the human aspect, so we know we need to balance both. We're still in the early stages of this approach, doing a lot of exploring and asking questions, but we always start with the client in mind based on their feedback.