Today we’re going to look at five ways you can engage your customers in 2010. One of the real benefits for brands of using social media or of building an online community, is that it can build sustainable engagement with your customers. Here are five ways to get this engagement.
1. Be active about asking your customers for their opinion
Too often firms don’t ask customers what they think. They may give ways for them to contact the brand, tell them their opinions or call them with compliments or complaints. But this is all very passive. Brands need to be actively asking their customers what they think. You need to go to them, not the other way round. For the customer, being asked what they think makes them feel special, part of our organisation and valued. A simple task such as calling your ten top clients in the first week in January will give you new insights into what you are doing right (and wrong) and will make ten more loyal customers. You then need to think about how you do this long term and on a much larger basis.
2. Make it easy for customers to complain
For an example of a good feedback form, visit www.poplartreegardencentre.co.uk who consider their customers feedback essential in survival and development of their online business and garden centre as a whole.There are many ways that customers can raise their complaints about you and your products. They can tell you directly, post their thoughts on their blog, write to a newspaper, talk to all their friends…the options are endless. As a brand you should be able to feel in control of these complaints. Nobody likes to hear that their customers are unhappy, but it is much better for them to do this in a space where you have right or reply and you can even learn from these complaints. If you don’t provide a way for people to complain they will still do it, except you won’t know where and won’t be able to respond.
3. When you ask your customers something, make sure you respond
There’s nothing worse than being asked for your opinion and then not hearing what people think about it or if they are going to do anything having heard it. When you ask customers questions, or ask them to complain you must respond. Closing the feedback loop will make them feel valued and make them realise that you are actually listening to what they are saying. This will encourage them to continue to engage with you and, by knowing what and how you think, it will make their contributions more focused and productive from your perspective.
4. Deal with customers in public
Only some of your customers are going to want to talk to you and give you their opinions, and an even smaller proportion are going to want to complain. But all of your customers will want to know that you are an organisation that listens and responds. They want to know that if they were to have an idea or some feedback, that you would take it on board; and if they were to have a complaint that you would deal with it. There is a huge benefit to engaging with your customers openly and in public. If they can see you resolving a customers problem they will have greater respect for you as a business that cares about it’s customers. If they see you giving feedback they will know that you’re an organisation that listens to and focuses on the needs of its customers. Respond, and respond publicly; this is where an online community can really pay dividends.
5. Realise that engagement is not a campaign
Unlike other activities, engaging your customers cannot be run as a campaign. It is not about creating a number of advocates for a product launch or about having a conversation with some of your customers for two months. Engagement needs to be ongoing; sustained and sustainable. Once you start to listen to and close the feedback with your customers you must keep doing this. Of course, the benefits you get will be vast and wide-ranging, so most brands won’t want to stop engaging!
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