Employee Engagement = Customer Engagement

Posted by Brandon Carter on Mar 16, 2017 8:01:00 AM

What's the quickest way to lose a customer?

Have a bad product.

What's the quickest way to lose a customer AND their friends/family?

Have bad service.

Or, to place the discussion in broader terms, a bad customer experience.

A subpar customer experience - which includes the user experience with the product as well as their larger interactions with a brand and the company's employees - is something a person will never forget. 

A bad product, on the other hand, can be improved upon with a responsive company. 

Responsive companies are comprised of engaged employees. And in those companies, every employee owns the customer experience.

Whether they interface with customers directly or not, they have an impact on customer retention (and revenue). Employee engagement equals customer engagement and retention.

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Topics: Customer Engagement, employee engagement

Three Ways to Increase Revenue from Your Most Engaged Customers

Posted by Brandon Carter on Mar 7, 2017 8:44:00 AM

Step 1: Get loyal customers

Step 2: Profit

That's the dream!

We all know step one is a pain in the rear, but once you get the loyalty and engagement, the money rolls in, for the most part.

It sounds like we're being facetious, but there's a lot of truth to it. The data proves that loyal and engaged customers spend more, more often. They defend the brand, bring people to it, and are more forgiving when something goes awry.

All of those are incredible and something worth striving for.

But wait, there's more.

Is it possible to increase the revenue you get from your most loyal customers?

Absolutely.

And we're not talking about maxing out prices, and seeing just how much they're willing to pay. That's a good way to send them packing.

We're talking about upping the ante, and providing even more value than you've already given them (without really having to spend a lot more).

Yes, you can earn even more revenue from your loyalists without jeopardizing the relationship.

Use one of these three techniques geared toward deepening the relationship and increasing spend, and you'll be able to earn even more than usual from the people who are already paying you.New Call-to-action

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Topics: Customer Engagement

How to Get Your Customers to Do Anything You Ask

Posted by Brandon Carter on Feb 21, 2017 8:42:00 AM

Nobody likes popups on websites. They're intrusive. Invasive. Repulsive.
 
But they work.
 
Go to the most popular online marketing blogs right now, and you'll be assaulted from the moment the page loads.
 
The first wave hides the site from your view entirely, and pushes a full-screen message and form on you. You have to find an X or just scroll down to escape.
 
Then, you get to read a paragraph or two before the next wave hits - this time another popup, in case you missed the first one. Close that one, and now it's just a bunch of banner ads scattered throughout the text.
 
The final stage of the gauntlet hits you when you try to leave the page - one final popup before you go.
 
As marketers, it's a tough pill to swallow. We want a pristine environment for people to engage with our brand and content. We don't want to spam or chase people away.
 
But, popups work really well. Hit people with enough asks, and a high percentage of them will respond.
 
Popups are an extreme example of a principle every business has to learn if they want to engage and build a customer base:
If you want people to do something, you must actually step forward and ask them to do it.

We've devoted quite a bit of space to companies that go just a couple steps beyond what their competitors do.
 
Here's why you should boldly ask customers for what you want them to do, and how to do so.

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Topics: Customer Engagement

Five Customer Engagement and Loyalty Strategies Used by the World's Greatest Brands

Posted by Brandon Carter on Feb 14, 2017 9:19:00 AM

If you work in customer/member retention, at some point you've asked yourself in desperation, "What in the &#%@ do these people want?"

Some days it feels like nothing works, despite all your greatest efforts.

Your product might be good enough and your experience might be good enough. But people still may not come back.

Sometimes it's a matter of having that little somethin' extra.

People that turn into loyalists often do so for reasons that have little to do with the product or service purchased.

They connect with the brand on a personal level. Or, the brand offers them something others don't.

I'm going to throw out five broad strategies you can adopt to build better customer engagement and loyalty.

But first, let's put this need in context.

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Topics: Customer Engagement

Eight Real-Life Examples of Businesses Going the Extra Mile to Win Customer Engagement and Loyalty

Posted by Brandon Carter on Jan 31, 2017 8:16:00 AM

Do me a favor. Take off your business hat, and replace it with your consumer one. 

Done? Good.

Now, think for a moment about the brands and businesses you know and trust. How did they earn your devotion?

Was it due to some complicated, multi-tiered loyalty scheme? Perhaps a multi-million dollar branding campaign?

Probably not.

It was something much simpler.

We're betting most of them delivered a good or great experience at the proper value.

And most of these companies you love offer a little something extra. Something different. Something personal. Something that makes them stand out from hundreds of other transactions you've had over the years.

Now, put your business hat back on.

Welcome back!

What's your business doing to be different? What are your personal touches?

Looking for inspiration? 

We found eight real-life examples of companies that are delivering more value than their customers expect. These are businesses intentionally going out of their way to deliver more than just a simple transaction.

Take a look, and see if you find an idea that may just resonate with your customers:

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Topics: Customer Engagement

Need More Customer Engagement? Answer These Five Questions First

Posted by Brandon Carter on Jan 24, 2017 9:04:00 AM

Anyone can get customers.

Customer acquisition can be gamed by throwing money, hiring more sales people, even outright trickery.

Customer loyalty is a much harder game to win.

There aren't any hacks or fool-proof systems that will retain a customer or member for years to come.

(I guess you could hand out stacks of cash every time someone purchases. But good luck getting the CFO to sign off on that.)

No, the shortcuts in customer loyalty are few. If it were easy, you wouldn't be here, reading this.

So what can you do? Where do you even start?

Start by taking a close look at your customer experience - what happens before, during, and after a transaction.

Start by answering these five questions.

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Topics: Customer Engagement

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