“Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer.” Paul Greenberg (HubSpot)

A strategic customer engagement plan has become the life of every business. As businesses mostly depend on the customer’s engagement with the brand. You must apply the strategy that creates emotional bonding between your business and brand.

According to a survey by Customer management IQ, 76% of leaders and customer management executives have observed that customer experience is of high priority for their business.

(Source: eTouchPoint)

Therefore, providing a superior customer experience has become a vital component in customer engagement strategy.

In a research by Pinpoint Market and Anderson Jones, it was found that 93% of buyers start their buying process through internet search. As a result, they can choose the services, products and people to do business with.

Here is one of my favorite customer engagement quote from industry experts.

“Customer engagement is the degree and depth of brand-focused interactions a customer chooses to perform.” The Smile Team

So adopting the engagement strategy is more than “a necessity”! Isn’t it?

(Source: Smartkarrot)

Why You Should Care About Customer Engagement?

The normal success path of every business conversion is:

Acquire → Purchase → Retention

However, these acquisition strategies alone won’t be enough to grow your business sustainably.

Finding a way to engage with your prospects in between the purchase (or conversion) helps to strengthen their emotional connection with your brand, and this would help you to retain the customer.

It’s proved, with the engagement strategy the “Acquisition to Retention” ratio is on the higher side.

A customer engagement study by Ray Wang shows, “companies who have improved engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%“.

With these simple stats, it’s easy to see that there is a direct relationship between your engaged customers and business profits.

But How A CRM Solution Can Help To Achieve This?

The key to better engagement increased sales, and improved customer retention is building strong, trusting relationships between your organization and your prospects and clients.

And integrating a CRM system will help you achieve this by providing a software solution for better communications and conversations, and minimizing the sales cycle along the way.  74% of businesses using CRM have improved relationships with the customers.

Highly engaging customers promote more, buy more and get more loyalty. By providing a fine quality customer experience is a necessary component of customer engagement strategy.

Well, Customer Relationship Management software has a successful and proven track record for helping business proposer over a period of time. Through the use of a CRM tool, you can track customer behavior and their interaction patterns easily.

Therefore, today the main aim of the CRM is to aid customer engagement. And this pushes businesses to make continuous upgrades in the CRM structural design, which helps them to understand customers better.

• Make Customer Engagement Easier:

The primary requirement of any customer is a simpler communication process.

Let’s say, if one of your new potential buyer or customer does not come up with a solution of using your product or service, or having a disputed service, they will immediately try to connect with your support team.

And if you failed to provide immediate assistance the customer will switch to your competitor in no time.

Here a CRM solution can help you to capture the details about the prospective customer via chat or Inquiry, etc to provide a better customer experience.

Thus CRM makes businesses more responsive and better informed.

• Improved Engagement Options:

CRM can help the business to engage with their customers in numerous ways by handling the inefficient internal process that obstructs the customer engagement process.

It helps in integrating every process like marketing, sales, lead management, etc and helps in analyzing information, taking the customer engagement to a different level.

• Omni Channel Communication

With a CRM platform you can provide a better communication experience to your customer. As customers are becoming more tech savvy, they connect with the websites through email or chat, many people also feel comfortable talking over phone. Also the pandemic has eliminated the option of visiting the office or store.

People might also seek video calls. Also young customers prefer to contact brands for support and queries over social media. Also customers sometimes switch channels for conversation. They send emails initially, and then continue to call or instant messaging.

According to Hubspot, 33% vof customers are frustrated to repeat why they have contacted the support staff. Therefore having a cross channel communication and a context of communication is essential. It also signifies the importance of CRM in building multiple communication channels with a seamless communication experience.

• Behavioral Engagement:

As a service provider, speaking about your product and services is a must. But the customers or the prospects must be capable to understand how your products are going to fulfill their needs.

This can be done only if the business is able to fulfill the needs of the users and in order to do that the businesses need to listen and understand the needs of the target audience.

• Improve Marketing Performance:

By understanding the success path along the customer voyage is impactful on your target audience section, you’re able to provide the prospective exact approach that they clearly want.

And then you could have direct discussions about their pain points and how you or your product can help solve their issues.

So, getting the thicker visibility into the buyer ride can help to reduce the ratio of redundant conversation.

• Enable Multi-Functionality:

The major purpose of CRM is to provide customer information or predicting future market trends.

And It widens the client-company relationship as it covers every single meeting and touch point.

Conclusion:

Marketing and Sales teams get immense benefits from CRM solutions. This will not only improve customer satisfaction, it also makes the work more easier for the business. The marketing team will understand the target audience better, and the sales team will get more clarity on the customer requirements.

Customer relationship management is always considered as the backbone of a company’s customer experience approach. And consider as the best performing option for customer retention.

Every company must try to discover all opportunities to interact with their customers. This gives rise to a complete end to end customer management strategy.

Still, need to know how CRM can help your customer engagement? Schedule a demo!