Today, most companies have ventured into the subscription economy for survival. To engage users in the right way is making huge money by amplifying the subscription rate.
But to engage and to annoy are two different poles. Often companies annoy their users to the point where they opt-out or churn. So how not to be an annoying company for your beloved customers and also how to engage them, so they stay with you forever?
Know Your Customer:
Build a persona of the customer to whom you are reaching out. Building a persona is not just limited to knowing the person’s name, what he does and where he lives. One should be able to figure out what topics interest the customers and should be able to frame the approach and communication by their interests.
When a customer subscribes to your newsletter or uses your app/product, it doesn’t mean they are open to all sorts of communication. Ensure every message catered meets their needs, filling up the gap or relevant to your service/connection with them. Never spam them with irrelevant information that makes your customers feel disconnected or annoyed by your messaging frequency.
Timing plays a crucial role in how the customer perceives a message. In communication, the right message at the wrong time will hinder the effectiveness of the whole campaign. Figure out the active time of the users based on their usage patterns and try to send messages during those hours. Respecting their private time will create an honest relationship in the long term.
Content is the king:
Content is considered king in marketing, on and off the product. The art of storytelling should be incorporated into the content. The content you share with your customers should educate, enable progress, and incentivize them to buy something at a lesser price. The trade-off should be compelling so that the customers await a push or an email from the business.
Experience over Technology:
Businesses should focus more on what kind of experience they are offering to their end customers. Few companies fail to explain the technology, but no business fails while concentrating on catering to humanized and personalized experiences. Visionary business leader Steve Jobs once remarked: “You’ve got to start with the customer experience and work backward to the technology.”
Be it a product or service where your business is responsible for customer satisfaction, ensure that the customer satisfaction score is improved or maintained. Satisfied customers advocate for your product, stay loyal and retain for a longer-term. A happy customer may not be a satisfied customer every time – Help them achieve success or something similar as an extra-mile effort to satisfy them. So business owners should focus on customer satisfaction scores when it comes to tracking critical KPIs of growth.
Being responsible at every stage of the customer journey and aiding them to achieve their goals is the ultimate way to increase customer satisfaction.
Taking care of dissatisfied customers:
At many levels, we could figure out how satisfied customers are with our products/services. If a customer is less engaging and mostly not showing up from the past few days – businesses need to be more cautious with such customers. More focus should be on retaining them with empathetic yet compelling messages to return to the product. Thus converting a dissatisfied customer is a tough job yet the most powerful from a business’s point of view.
Wrapping up :
Customer engagement is not rocket science, but the art of balancing is much needed to do it right. Bombarding users with unwanted messaging and not personalizing the communications will leak buckets across the conversion funnels. Being consistent, never spamming, being empathetic, and on-time addressing customer needs work wonders for any business. On the whole, customer engagement has its limit before annoying users. To keep meaningful communication within that tripping point is the need of the hour.
About Upshot.ai :
Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve their product adoption and conversions. Fortune 1000 companies such as GE, UHG, Puma, Sony, ITC, Tenet healthcare are using Upshot.ai and observed a massive increase in product adoption YoY increment in revenues.
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