Maximizing Customer Engagement

No, this blog has not been hacked.  I do hereby solemnly swear, that I, Kristy Bolsinger, do have consent from one Kate Morris to be waxing poetic on her site. [yes she does, and welcome to any time she wants to! - Kate]

Today was the first of the two day eMarketing Summit put on by Innotech in Portland, Oregon.  As hard as I tried to talk Kate into visiting me so she could cover it herself, I just couldn’t tear her away from her beloved job and (maybe not as beloved) school work.  So please try and hold back your disappointment that this is not Kate blogging and I will try to deliver at least a mildly palatable read.  I’ll be covering more of the sessions over on my blog. But here I’ll limit myself to the opening session.

This first session was presented by James Rice and Mike Caplan of Ascentium titled “Experience Strategies: Maximizing Customer Engagement.”

They carried us through the progression the online world has taken in terms of usage and impact as well as covering strategies to manage the current climate.

One key concept that really came through was the fact that brands used to market to the customers and tell stories.  Today, the customers and the marketplace are helping to write these stories alongside marketers.  Brands have emerged as ‘flags’ of one’s identity.  Individuals use their brand associations to create and identify with lifestyles and peers.  Once, consumers were targeted strictly through demographic and psychographic means.  In today’s marketplace, where individuals have created micro-identities through their use of Web 2.0, a different set of strategies must be employed to gain their attention. And attention in today’s environment must lead to engagement in order to translate in a meaningful way to your brand/company/bottom line.

The first step to employ in gaining attention and moving towards engagement is to listen.  Understand how they want to and do express themselves as well as what triggers their level of receptivity.  Whether or not you choose to listen, consumers are having conversations about your brand, or at least your industry.  Take time to listen to what they are saying.  By listening you can grow to understand their actual needs and wants.  Another important thing to remember as well, is to listen to your competitors.  Among many benefits is the ability you will have to create a competitive advantage if you’re able to leverage what you are hearing.

The second step is the ‘acquisition of awareness’.  This can be done in a variety of ways.  One of the most popular methods currently is through social media usage.  But, be flexible.  Facebook most likely won’t be the ‘main’ social media platform in 18 months so be aware.  Advertising is another method of acquiring awareness.  They pointed out that until someone figures out how to tell a story without using the “30-second spot” that advertising will not go away.  It will continue to be a part of the landscape.  So, use it bravely, creatively and most importantly, relevantly.

The third step is to retain their attention through utility.  Provide them with value.  Provide them with a reason to look at you as a resource rather than ‘just’ another company.  Do your best to offer value beyond just a product.  Think back to your value proposition.  Where and how are you adding value?  Can you leverage any of this to become utility?

The fourth step is all about stimulating advocacy through customer commitment to your brand.  If your are consistently listening, offering utility and treating your customer well this will breed commitment to you.  This commitment will turn them into advocates for your initiatives, products and image.  Evangelism is another commonly used term for this third phase.

The fifth and final step is: Listen. Listen. Listen. Yep, you read that right. We’re back at step one again.  In order to maximize customer engagement you must maintain an infinite loop of all of the above.  Lather, rinse, repeat or so they say. [reminds me of Head and Shoulders for some reason - weird]

There are surely many tactics for each one of these elements.  How you tackle these objectives and adapt them to your organization is up to you.  But if you are listening, acquiring awareness, and providing utility to your customers, the level of commitment and engagement you will receive from your customers will surely increase.  Go forth and don’t forget to ask yourself in everything you do: How is this SERVING my customers?