As a marketer, growth hacker or a product owner, you’re under tremendous pressure to hit your revenue/growth KPIs. It’s a tough job even under normal times, but under COVID-19 it can get insanely hard.
In this effort, you may be turning towards a customer engagement platform to help you, if you’ve not already done so, because these platforms come with so many cool features to help you engage more, sell more and grow more.
Here are 5 pro tips for you to get the most out of your customer engagement efforts:
- Understand that platforms don’t drive KPIs all by themselves, no matter how good they are. Rather, it’s the people who’re skilled at using those platforms who can drive those KPIs for you, whether you have such people in-house or not.
- If you have them in-house, glory to you; if not, consider hiring a crack team. Don’t dismiss the idea out of hand. Experts are there for a reason – they do it all the time, so they can easily help you, especially when you’re trying to juggle multiple responsibilities in your job.
- Organic customer engagement is tightly correlated with delivering value to customers every time they interact with you. Nothing else matters. If you’re experiencing significant challenges in engaging your customers, one of the possible reasons could be that they aren’t receiving enough value – or at least, it may not be clear to them that what they’re getting from you is valuable as they see it. It’s all about your customers’ perspective about what is valuable. You cannot win a value debate with them, they’ll have the last word every single time. I know this sounds scary, but don’t dismiss this possibility – embrace it, push yourselves to clarify your value prop, and communicate it compellingly. No reason is too taboo when your success is at stake.
- Your customer base is made of multiple personas, so deliver value to each of them. Customer acquisition isn’t an exact science, no matter how much Google or Facebook tells you otherwise. You attract a very mixed crowd when you put out your ads, and there are lots of personalities in there. You can’t possible have a uniform value proposition for all – instead, go with a segmented value proposition strategy. Deliver value to each persona. Stop trying to push one value to everyone – it doesn’t work, it hurts you, it builds irrelevance and causes churn, and it costs you more as you try to acquire new customers to make up for the vanished ones. “One value for all” is how businesses lose customers and money really fast, while wondering what went wrong.
- Make customer engagement playful and interesting. Your users are human beings, in case you kind of forgot. They love value, but they love it even more when it’s delivered to them in a fun way. Get out of that salesy mode and try to leverage game design principles. It’s a great way to tap into your customers’ intrinsic and extrinsic motivations, and it lets you build a quirky playfulness and strike that human chord with users. Give it a serious thought if you haven’t already. It’s crazy powerful if done right.
I hope these tips give you some food for thought and cause you to change how you approach customer engagement.
One last thing: if you’re asking yourselves whether a customer engagement platform exists that lets you implement all these tips, write to us: email@example.com.