Customer engagement and retention
In this article we will provide you the information about Why is customer engagement important and 8 Strategies.
Customer Engagement as a set of systems, tools, resources and processes used by companies with the aim of collecting information to manage the relationship with the target audience and cultivate new customers .
Engagement is a way that companies and professionals use to create a deep relationship with their customers, achieving true interaction. This type of action can be carried out through marketing strategies, focusing on customer service and creating good communication channels.
Retention, on the other hand, is about loyalty , that is, making the customer see value in your work and consider the service offered as essential for your objective. Thus, retaining a customer consists of keeping him always close , preventing him from replacing your service with that of a competitor.
The importance and benefits of engaging and retaining customers
Engagement and retention strategies not only bring benefits to clients, who will have better service and personalized service , but are also very beneficial to the consultant or coach . Below, we’ll explain some of these pros further.
1-spontaneous marketing
You’ve probably stopped to reflect on the power of social media as a marketing tool . Today, this power is not just the possibility of paid ads, but also the impact that an organic post can achieve.
In this scenario, when your customer is satisfied with the service provided and makes a comment or post about it, he can become a great promoter of word-of-mouth marketing . This type of action is very advantageous and can help to attract new customers , reducing advertising costs.
2-Cost reduction
Keep in mind that attracting new customers costs much more than retaining old ones. With this in mind, retention strategies are very worthwhile.
So think, for example, of a customer who is extremely satisfied with your service. Based on the positive results it has already achieved, there is a high probability that it will continue to consume the service or even new packages.
Meanwhile, the chances of converting a new contact into a customer are still low and depend on a lot of effort and expense .
3-Contribution to improvements
A differential of engaged consumers is that they feel part of a team and become more loyal. Because of this, they end up contributing ideas and feedback that can be fundamental tools for improvement.
Suggestions given by recurring customers can contribute to the journey of other consumers, therefore, they should be considered. So, for ideas to be taken advantage of, the ideal is to create easily accessible communicate effectively with others helps us to form bonds, to coexist and work as a team. Simply put, communication channels and, whenever possible, carry out satisfaction surveys.
8 Strategies to Engage and Retain Your Customers
As we have seen, customer engagement and retention are important factors for your success as a professional, but to achieve this result it is essential to offer a good service .
However, this alone is not enough. There are other strategies that can be put in place to make consumers loyal. Now we list some tips. Follow up!
1. Know your customer
Understanding who your customer is, what their desires, interests and goals are is fundamental to any retention strategy. That’s because, only in this way will it be possible to exceed expectations and offer a service that really has a differential.
So, don’t be afraid to exchange experiences, keep a close relationship and have active listening , especially in times of crisis.
In addition, gathering customer data, keeping an up-to-date file, and tracing a persona can also help identify your audience’s similarities and characteristics .
2. Prioritize service excellence
An excellent service makes all the difference to the user experience and can be decisive when renewing a contract , for example.
When it comes to retention, the main concern must be to ensure a good experience , both in providing the service and in answering questions that may arise at other times.
Thus, it is critical that you take the time to respond to emails and messages. Also, have a good posture to deal with unforeseen events and solve problems that may arise.
3. Show concrete results
Service providers, such as HR coaches and consultants , also need to show their value through concrete results .
In this sense, professionals who promise impressive results but fail to deliver on them tend to convey an image of distrust, which can affect their credibility and customer loyalty.
Therefore, when presenting your services, create a plan with real but challenging goals . In addition, it is recommended to present reports of metrics achieved periodically, and not just at the time of contract renewal.
So keep an organization collecting data, present the results illustratively, and create projections showing where the company can go with its services.
4. Monitor metrics
The metrics also help you to have more discipline and focus on customer satisfaction and retention strategies.
Therefore, analyze and monitor, for example, the acquisition cost of each customer, how much revenue each customer acquired is generating for you and what is the average contract time for each of them.
By monitoring these indicators, you will organizational culture. Only with this data will HR be able to better understand which types of contracts are most beneficial , the reasons for dropouts and turnover, and how much you have been spending to attract and retain your active base.
5. Observe your competitors
Analyzing the competition is always a good way to create insights and find gaps in the market for you to fill. So it’s worth keeping a close watch on what they’re doing.
In this case, if all of your competitors have active LinkedIn profiles and offer support for customer queries , this is a good indication that you should also invest in the network. Falling behind in this type of action can negatively influence your authority, which leads your clients to seek out other professionals, reducing their retention.
6. Create channels for communication
As we’ve already highlighted, engagement and retention are directly linked to good customer relationships. Thus, it is essential that you make space for communication and be available to serve your customers whenever possible.
This does not necessarily mean that you need to attend them at night or on a Sunday, but it is important to create channels that allow for more practical communication , without the customer having to go to your office to clarify any doubts.
Therefore, try to facilitate contact and focus on quick problem resolution . WhatsApp Business, for example, is a good tool to keep in closer contact and solve doubts and problems more efficiently.
7. Bring relevant content
Another factor that can influence customer retention is the authority you have in your industry . The more you demonstrate expertise, the more the public feels secure in investing in your services.
In this sense, to demonstrate this authority, the ideal is to invest in a content marketing strategy . Here, the objective is to educate the client about the area in which you work, offering rich materials that really add knowledge.
For this, you can use a blog, a YouTube channel or even profiles on social networks, always focusing on bringing quality content and helping the customer to solve their doubts.
By offering this type of material and feeding your client with information, you create a bond of partnership and connection , in addition to strengthening your authority on the subject and showing that you really know what you’re talking about and are the best professional they can hire.
8. Adapt to the customer
A retention strategy only makes sense if the professional is willing to adapt , accepting suggestions, feedback and looking for ways to improve service.
Thus, it is necessary that you try to understand the customer‘s demands and act in accordance with them, always being open to dialogue and showing a willingness to evolve. To do so, try to conduct satisfaction surveys regularly and consider the customer‘s point of view, trying to see your services from this perspective.
As we have seen, seeking customer engagement and retention strategies is essential to keep them in your base and make them become true promoters of your services. But for actions to work, it is important that you are really open to change and look to look at your business from another point of view.
