Have you ever stopped to consider that the first few months a customer engages with your company is kind of like, well…dating? First, you meet. There’s an initial attraction, something about your business that sparks their attention. A few click-throughs here, a couple of page-views there. Maybe a phone call (no, you hang up. No YOU hang up). But, how to get them to consider you as “going steady” material? Where they seem excited to wear your letterman jacket and start to tell their friends about you?
Customer engagement, by today’s standards, goes way beyond signing up for a mailing list (or even better?) the initial purchase. Every marketplace you can think of in today’s economy is supersaturated. In the era of choice and too-much-choice, customers are at the mercy of a constant feed of information – a veritable “buy this not that!” environment. So, if you’re starting to feel like your business is stuck in the Tinder version of your industry, there are a few things you can do.
Understand that your customer expects high levels of engagement. They expect you to ask for their personal information (can I get your number? And your email?). They expect you to contact them repeatedly to ‘see how they’re doing.’ But, there’s a balance between contacting your customer and harassing them…especially if you’re using an email campaign. Too many emails and you’ve burned them out. And make sure everything you send them is relevant to them specifically, and not boring.
The goal is a repeat customer. A commitment. An invitation to Sunday dinner with the folks. To get there, your company needs to turn up the charm and charisma. If your customer is ‘ghosting’ you, something went wrong. Maybe they didn’t understand how to use your products or they don’t recognize the value of your services in their life. Maybe they got distracted by another, shinier product “over there.” Maybe they don’t feel secure with you. (Is your http security up to date? Was your website made in the Bush administration? Do your reviews showcase a bunch of sub-par customer comments?)
As you court your customer, you have the opportunity to lead them onto the dance floor to show them your company’s moves. Do be spontaneous. Do offer value. Do promise to help them with their problems (and do deliver on that promise). Do these things right, and you’ll have a
dance partner customer for life.
If your customer engagement strategy hasn’t played the field in a while, contact us today for a free consultation. We can tune up your profile.