Customer engagement can be defined in many ways, but simply put, it is an amalgamation of an individual’s experience and emotional connection with a brand.
The vast majority of businesses value a fully-engaged customer and given that they deliver 23% more revenue than the average consumer, is it easy to see why. So with this in mind, what does good customer engagement look like?
Well, it’s fair to say that customer expectations are higher than ever before. Salesforce recently reported that 57% of consumers are willing to give their details to retailers, in return for a more personalised experience. Now that customers are more aware and accepting of sharing their personal information, brands should begin to use this information to create more bespoke experiences.
In order for a brand to personalise a customer’s experience and achieve good customer engagement, retailers must consider shopper trends, habits and communication channel preferences. Many of which differ according to generational attitudes. For the purposes of this post, we are going to highlight just a few we believe to be the most important areas to prioritise, when creating a customer engagement strategy.
Optimise loyalty reward programs
Not only do 85% of loyalty program members who have redeemed with their mobile phone say their experience was improved by that technology, but a study by First Insight actually found that retail discounts are most loved by Baby Boomers. This generation of customers want to be rewarded for their loyalty and this is often best achieved through easily accessible discounts, such as a well timed SMS promotional campaign.
Furthermore, eMarketer reveals that brand loyalty is highest amongst Generation X. So, leveraging loyalty programmes can prove very effective for retaining good engagement with these customers. Such programmes are best kept simple, with a good mix of both short and long-term rewards. So be sure that all loyalty campaigns are created with this in mind.
Utilise customer purchase history
According to First Insight, Millennials are the generation most likely to add unplanned items to their shopping baskets. So for this generation, it can be particularly valuable to use customer purchase data, to make recommendations around additional items they may be interested in. For example, there are dress shoes in your basket, how about a tie?
Be transparent with your customers
Although Generation Z has been identified as the generation that is least likely to develop brand attachments, they do still actively engage with brands. This in itself creates a brilliant opportunity for retailers, but it is important to remember that this generation has grown up in a time of fake news. In fact, at the time of writing, fake news generates 1.3 billion results in Google search – so it is vital to remain transparent. Authenticity has become a bit of a buzz word in recent times, but this is exactly what Generation Z expects. So, if your company stands for a particular social cause, be sure to showcase this fully to your consumers.