Like most of your morning routines, I go out of my way to grab a coffee before heading to work. This morning, I walked into Starbucks like I usually do, but something different happened. As I started muttering my order, the barista handed me my regular coffee order. She had remembered me as well as my drink! My whole morning was delightfully changed. I even thanked Starbucks on Twitter for providing their baristas with a culture that promotes great customer experience.
"Customer Engagement goes beyond great customer service."
— Casey Kaliszewski, Senior Information Architect, Summa
Customer Engagement goes beyond great customer service. It’s also about paying attention to your customers, anticipating their needs, and building relationships. Companies that choose to empower their employees with the right tools, such as data, extend their cultural values through employees to customers. Customers recognize authenticity and are more likely to engage. Starbucks is a prime example that any company can take the leap into customer engagement with a few important changes.
Here are 4 things you should stop doing to start engaging better with customers:
- Stop treating your customers equally
We’ve all received generic marketing emails that begin “Dear Friend.” These emails show that the company knows zero about you or your buying habits, let alone your name. In an article about mass customization, Joseph Pine states that “Most [companies] recognize that there are no truly mass markets any more. …Every customer deserves to have exactly what he wants at a price he’s willing to pay, and companies must make that happen in a way that makes them money.”
Take the time to learn about your customers and provide targeted messages. Small personalizations go a long way. A great example of small personalizations are the emails from “Clark from Invision.” Every time I receive an email it feels as if it is coming from him directly.
Each email is sent by or ends with a sign off from Clark from Invision - Stop hiding your value
When customers love a brand, they’re willing to shout it from a mountaintop. Help them get involved by equipping them to become brand evangelists. For example, invite them to sample new products and give feedback before final release. Inviting customers to participate in product development, even if only through comments on beta releases allows them to co-create and have a sense of ownership with the brand. And of course, encourage them to share their stories on social media to grow the network. - Stop ignoring your customers
Take the time to know your customers from the beginning. Join them on their journey with your brand and spend the time to understand how to create an effortless experience. You can then anticipate their next need and provide customized, relevant information. As part of the “know me now” culture, customers expect companies to recognize the ideation occurring amongst them, no matter where it takes place. The result? Long-term relationships. - Stop overlooking where your customers are viewing content
Are your customers visiting your site passively while checking their email, or on their iPhone while they’re on the go? When you know where they are and what kind of content they are searching for, you can create effortless, context-aware interactions and give them the right information at the right time. Referencing an article by Brian Zorman about context-aware interactions, customers “reward companies that are aware of their context, location, history, and intent...” by creating a continuous value exchange.
Your customers are not only are your best brand advocates, but your best brand advisors. Not knowing your customers can leave you behind your competitors. The more you care, the more your customers will care. Are you ready to start better engaging your customers?
To learn more about Customer Engagement and Summa, read our blog series.
