What is customer engagement?
The definition of customer engagement differs among people. To us, customer engagement is about the consistent effort a business puts in intentionally to interact with customers through various communication channels.
This interaction process is a vital approach in listening to your customer and responding to them effectively. When there is a strong engagement between your brand and customers, they would be able to see the values in the relationship. In the long run, your brand will produce a strong community of loyal customers, which in return they will be the voice of your brand and indirectly help increase sales.
The relationship between customer engagement and customer behaviour
Customer engagement and customer behaviour always comes as a pair. To create an effective customer engagement strategy, businesses need to understand their customer behaviour by analysing how customers engage with their brand. Customer behaviour is a study on how customers behave physically and psychologically in deciding what to buy. When businesses understand their customers, this will provide insights into what influences customer behaviour.
First and foremost, you have to figure out who are your most significant customers. You will need to find out why they are buying from you. What motivates them to make that decision? To understand this, businesses need to research their customer and this can be done by doing qualitative research techniques such as a verbal interview or through a calling survey. Such research is necessary to collect data that goes beyond your quantitative analysis. When you can gather answers for questions like was it more of an impulsive buying or they are urgently in need of the product? Did they do any research on the products and the competitors? What was their perception as a customer from the beginning of the product awareness until the time they make a purchase? Knowing the answers to these questions enables you to discover the unique selling qualities of your product that are most likely to appeal to each target group, allowing you to design and target your marketing content appropriately.
After collecting the qualitative data, now you shall start collecting quantitative data to produce a real customer behaviour insight. Analyse the quantitative and important data for patterns, then compare it against your qualitative data. These customer behaviour reports allows you to focus on which market segment is highly engaging to your brand. You might want to put an extra effort into engaging with this particular customer segment by determining the common behaviour they possess. Gathering data on their buying habits can help you come up with innovative strategies to get clients to buy more frequently at greater prices. You will be able to engage them at the right time, on the right platform and with the right selling points.