Improving internal decision-making patterns is as much a benefit as it is an undeniable opportunity to build better relationships with your customers. In our experience, insight-based decision-making is, by far, the most important key to product launch successes, ensuring no products or services fail to deliver value to those they are intended for. What we are suggesting is that bringing customers’ thoughts and impressions into your decision-making process is good for both your current and future operations.
Insights provide a better frame of reference for product launches happening currently. More than that, giving your audience members a voice builds trust and loyalty, ensuring they will stick around for future product launches too – if you address their needs and concerns of course. At WeZimplify, our main reason for operating is to ensure there is a connection between operating businesses and in-need customers, as one cannot live up to its full potential without the other. As such, improving customer experience is crucial.
There are countless reasons why improving customer experience is a gateway to improved operations. Upgrades like the inherent use of customer concerns, hopes, and impressions will improve the core corporational mentality, ensure market collateral, build rapport, and boost success in launches and sales.
In today’s demand for transparent, cohesive, and customer-centric communication between businesses and customers, addressing customer experiences is an excellent first step in creating an omnichannel communications system, where user insights and expectations can continuously be communicated, and stored for improving products and operations later.
10 Benefits of Customer Engagement For Experience Improvement
Customer engagement is a powerful success strategy that allows businesses of any size and industry to collect an ideal frame of data, intended to improve their decision-making capacity. Ideally speaking, opting to improve customer experience is a gateway to optimize operations performance as well as brand impressions.
As a whole, these are the compelling benefits of customer engagement:
- Customer engagement improves customer relationships.
- Inviting customers to concept idea meetings boosts loyalty and customer retention.
- Addressing customer experiences lets you streamline the purchase cycles.
- Inviting customers to share their experiences lets you uncover up-sell opportunities.
- Addressing what customers want from you most, lets you sell value and great moments along with the products (or services).
- By applying an omnichannel communications strategy, you can collect and apply customer experience where it matters most and encourage customers to engage with your brand.
- Encouraging customer engagement through omnichannel practices, lets businesses create improved buyer journeys and connected journey touchpoints, which significantly boosts the experience your customers are having.
- Customer engagement facilitates opportunities to humanize your brand and differentiate yourself from the competition.
- Customer engagement impacts profitability, since customer loyalty drives revenue your way. Customer engagement can increase cross-sell revenue by 22%, up-sell revenue by 38%, and order size by 5 to 85%.
- With customer engagement comes an improved customer philosophy and a more sophisticated representation of vital customer journey touchpoints, all of which can be further improved by the omnichannel mentality.
Improve Customer Experience with An Omnichannel Mentality
Businesses are progressively realizing the now-evident power of customer experience in terms of growing loyalty, lowering operational costs, and substantiating long-term growth. Simultaneously, they are also turning towards a stronger customer-centric culture and holistic mentality where all valuable customer feedback and impressions can be uncovered through uniting individual channels and brand touchpoints and turning them into a single, seamless experience across the entire interaction a customer has with a brand.
This is where omnichannel comes into the picture. This approach focuses on enhancing customer connections through customer engagement, limiting redundant back and forth communication, and zeroing in on improving the correspondence businesses and customers have. As such, businesses can create high-value databases through ideal interactions, and use customer insights to better their product development, customer service, and market comprehension. Knowing what your audience wants means knowing what the market lacks.
In the following section, let’s dive into why customer engagement is important, with 7 top-tier reasons that will leave you wanting to target customer insight asap. Enjoy the read.
Top 7 Reasons Why Customer Engagement Is Important
Reason 1. Customer Involvement Provides Insight In Real-Time
Speaking as a business solely focused on the interactions between customers, experts, and businesses as an opportunity to make better decisions, and provide higher quality, our experience has taught us that opening up for insights (both positive and constructive) will inevitably lead to a greater sense of understanding of the market and the users.
Inviting prospects representing the average consumer to product development meetings, give you first-hand experience with your customers’ concerns, hopes, and idea impressions. Also, opening up additional online and in-life channels through an omnichannel strategy, will provide your customers with the freedom to choose what channels they prefer using in order to provide voluntary insights in real-time.
As the world is turning more digital, there’s a need to ensure that your business is present on multiple online channels while displaying omnichannel characteristics and that those channels support your team in improving customer experiences. If you want to learn more about that, read this article about 9 must-know digital customer experience trends.
Reason 2. Customers Know What They Don’t Want
While it is businesses’ job to discover and launch products and services that their customers want, this job will never be successful with customers explaining what they want. This might sound counterintuitive, but the truth is that customers rarely know exactly what they want – even when they think they do. What they usually do know, however, is what they explicitly don’t want, and this provides businesses with premonitions and ideas on how to neutralize customers’ concerns and serve them products and services that exceed their expectations.
Essentially, Steve Jobs got this (among many other things) right. He explained that ‘it is our job to know what customers want, not the customer’s’. So, while customer engagement is truly vital to create value in products and services, only listening to your customers (incremental innovation) will lead to as much failure as not listening to them at all. Instead, collecting data on what customers don’t want – what their pain points are – and solving their problems through expertise and insight (radical innovation) is the ideal solution.
Reason 3. Customer Engagement Ensures Market Collateral
The supply of organic data that is generated through engaging your users and customers in concept development helps to create marketing collaterals. With a substantial amount of audience responses and feedback, the result can be presented in appealing ways to educate internal product developers and marketing professionals. This will also expand your brand’s social influence as customers take pride in being treated like experts.
The ideal way of interacting with your customers to secure loyalty and customer retention is by addressing them as business partners and value-adding consultants to your business. By shifting your mindset to one of ‘partnering’, you can effectively listen to your customers and take a ground-up approach to problem-solving, which leaves them feeling empowered and recognized for the value they can bring to your business.
Reason 4. Customer Insights is a Valuable Strategic Driver
Strategic drivers are the forces that shape a company’s strategy setup. These forces are both internal and external, where customers are in between, accounting for both the internal and external forces. Businesses that apply a customer experience philosophy embedded in a true customer insight strategy can collect high-value, insightful data with a purpose, ensuring that any vital insights gained are tied to strategic actions that move the company towards substantial growth.
In a recent article, we discussed customer insights with LEGO’s senior manager within their Lead User Lab, Nicolai Mendgaard-Johannsen. If you want to discover his take on customer insights as a valuable strategic driver within a multi-billion revenue company (43,7 billion DKK in 2020) like LEGO, read the full article here.
Reason 5. With CX, You Can Increase Sales Funnel Velocity
It’s no surprise that businesses want more sales faster. If you’re looking to boost the velocity of your sales funnel, engaging customers throughout your product development process is the gateway you’re searching for. This is where communications and marketing play a vital role. Ideally, in order to speed up sales for your product once its been launched, our suggestion is that you follow this 8-step process for customer acquisition and engagement:
- Perform gradual market testings to find out what the market is lacking
- Continually assemble market- and user intelligence for better targeting
- Bring customers into the mix of people influencing decision making
- Mine your marketing data to improve lead nurturing
- Improve your current ideas as new consumer feedback is obtained
- Build momentum through offers and engaging marketing content
- Follow up with consumers to ensure correct execution of their ideas. How fast you respond to requests and feedback can cement or slaughter a growing relationship. It’s an indication of your company’s commitment to customer service at every step.
- Use customer engagement to significantly improve your innovation maturity.
When you strive to improve customer-centric connections and lead handoffs between sales and marketing, customer engagement is essential. Your marketing team needs to deliver timely, tailored content that educates, engages, and creates qualified leads. The sales team needs to nurture all leads derived from your marketing efforts and engage buyers across channels (cohesively) to generate meaningful relationships and increase close rates.
Reason 6. Engaging Customers Strengthens The Emotional Connection
By engaging customers pre, during, and post purchases, you’ll secure a strengthened emotional connection between the customer and the brand. As such, stronger connections between your customer and the brand will help you retain hard-earned customers. It’s one thing to be able to drive customers down a sales funnel, and a completely different thing to be able to connect with customers on levels beyond key sales touchpoints. With thorough customer engagement comes the ability to influence customers to keep your brand top of mind when they’re making purchasing decisions.
Emotional investment is among the things that let humans remember things most. If you display devotion to your customers beyond mere sales, an emotional connection and investment transpire, and cross-selling, up-selling, and average order value are just some of the metrics that will increase in line with your customer engagement improving.
Reason 7. Emotional Connections Ensures Long-Term Loyalty
With emotional connections, customers start considering your brand meaningful in their lives. Successful customer engagement isn’t just about creating superior user experiences, but continually presenting your brand as one worth engaging with and staying loyal to.
This last reason why improving customer engagement is important, is that bringing customers’ feedback and intelligence into your planning process as a valuable market expert will not only improve their impression of your brand in the moment, but ensure long-term loyalty and advocacy. This is why businesses must honor the emotional connections they create with customers. In the end, getting curious with customers ‘why’ is a priceless asset to your future product development decision-makings.
Customers with a strong emotional investment generate significant value to your company. Not only will they keep coming to you for solutions, they will also advocate your brand to their network. As such, your level customer engagement and depth in customer philosophy will ensure a bilateral commitment that no experted innovation alone can account for.
- Is Customer Service an Experience?
Customer service is part of a holistic customer experience. In other words, customer service represents just one of the touchpoints a customer has with a brand. Customer experience represents all of them. Each service interaction leaves a lasting impression with a customer – this impression is one fragment of a bigger picture; the customer experience, which is the sum of all impressions a customer has through numerous interactions with a brand.
- What are Some CX (Customer Experience) Skills?
Achieving superior innovation is about creating value where value is needed, developing a substantial customer focus, and maximising customer experience skills. This skills include:
- Customer care and support
- Relationship maintenance
- Clear communication skills
- Advanced listening skills
- Data-driven decision making
- Sustained adaptability and flexibility
- Knowing when to charge, and when to opt out from a feedback loop
- Solution focused with a strategic outlook
- The ability to channel a emphathetic and positive mentality
- Process simplification and project management
There is no denying that customer-centric practices are vital components of a successful business strategic arsenal. At WeZimplify, our focused attention is directed at connecting businesses with their consumers and industry-specific experts, as well as showing businesses how they can radically integrate feedback and insights into their operations, as a rewarding, value-adding way of doing business and earning revenue and market shares.
If you are looking to share or earn feedback about business-oriented matters, the wezimplify software is ideal for you. To make sure you get the right introduction, request a demo today, and we’ll help you improve the decision-making practices in the modern business world.