Customer engagement or client engagement refers to the interaction and involvement of customers with a brand, product, or service. It goes beyond a simple one off transactional relationship .It encompasses the emotional and psychological connection that customers develop with a business.
In recent years, businesses have displayed remarkable enthusiasm in their relentless pursuit of innovative methods to deeply engage and connect with their valued customers and clients. This dynamic commitment to enhancing the customer experience has not only propelled industries forward but has also sparked a vibrant conversation about the evolving landscape of customer engagement. In this interactive discussion, we explore the exciting and diverse strategies that businesses are employing to foster stronger, more lasting relationships with their clientele.
1. Personalization: Imagine receiving an email from your favorite online store with product recommendations tailored specifically to your tastes and preferences, based on your past purchases and browsing history.Brands are using data analytics and customer insights to create personalized experiences, tailoring content, products, and services in real-time to better meet individual customer preferences and needs.
2. Omnichannel approach: Picture starting a conversation with a brand’s chat support on their website, then seamlessly continuing the conversation on your mobile app without having to repeat information.Brands are adopting an omnichannel strategy, enabling interaction across several channels regardless of the customer’s preferred channel.According to Sozuri, a company based in Nairobi Kenya, the uptake of omnichannel approach is on the rise.
3. Artificial intelligence & chatbots: Think about how a chatbot on a loan application website can quickly provide you with loan options, answer queries, and even assist with choosing the right amounts.WhatApp Cloud Api is of great help to business in Kenya and across the world.AI-powered chatbots and virtual assistants are becoming popular for handling customer queries, providing instant support, and enhancing interaction, for example Zuri by Safaricom and Eva by Equity.
4. Video content: YouTube tutorials, Instagram Stories, and Facebook Live sessions are all examples of how brands use video to engage with their audience, providing valuable content and behind-the-scenes insights.Video is dominating social media and websites as a powerful engagement tool.
5. Social Messaging apps: Brands are increasingly adopting social messaging apps such as WhatsApp, Facebook Messenger, and WeChat for customer support and promotions.
6. Voice technology :The rise of voice assistants Google Assistant, and Apple Siri presents new opportunities for businesses to engage with customers through voice-activated searches and services.Individuals living with disabilty are benefiting from such technologies in a great way.
7.Augmented and virtual reality:Think about trying on clothes virtually or taking a virtual tour of a vacation destination before making a purchase decision.Sounds cool, Right? .Snapchat has recently launched a new feature that utilizes AR for the online retailers.
Snap launches a new business to help retailers with AR shopping
8. User-generated content (UGC): Encourage customers to share photos of themselves using your product on social media with a specific hashtag, and then showcase these images on your website or social profiles.
9. Influencer marketing: Brands often collaborate with influencers who share their interests and values, such as a fitness company partnering with a fitness influencer for product endorsements. For example Isuzu Kenya has Partnered with Kipchoge to push its brand.
10. Self-service options: When you visit a website, a chatbot can guide you through common questions or problems, making it easy to find the information you need.
11. Gamification: Some mobile apps reward users with points or badges for completing tasks or challenges, creating an engaging and competitive environment.
12. Customer reviews and feedback: When shopping online, you likely read reviews from other customers to make informed decisions about a product or service.
13. Subscription models: Streaming services like Netflix and subscription boxes for niche interests like beauty products or books offer personalized content and experiences.
14. Mobile-first strategies: Apps like Starbucks allow you to order and pay for your coffee in advance, making the process quick and convenient for on-the-go customers.
15. Cooporate Social Investment: Brands are slowly shifting from CSR which is has shorterm results and embracing Social Investments which are mostly results to a Win Win situation for both the company and the community.A good example is Safaricom M-Tiba service.
16. Experiential marketing: Imagine attending a pop-up event for a new product launch, where you can not only see and touch the product but also participate in interactive activities.
17. Virtual events & webinars: Brands often host webinars to provide in-depth insights into their products or services, and virtual events allow global participation without leaving your home.
18. Community building: Online communities is a trend on the rise, WhatApp and Facebook are some of the applications that have recently launched a community feature.
19. Purpose-driven marketing: Brands like TOMS, known for its “One for One” mission, engage customers by aligning their purchases with a greater purpose.
20. Integration of online and offline experiences: Imagine shopping in a physical store and receiving personalized offers and recommendations through your mobile app as you browse the aisles.
From the personalization of content and services to the integration of cutting-edge technologies like AI and chatbots, businesses are actively reshaping the way they engage with their audience.
Moreover, the emphasis on sustainability, purpose-driven marketing, and community building underscores the importance of forging meaningful connections beyond mere transactions.