Sundeep Kapur of Email Yogi was kind enough to share his article on identifying and leveraging customer engagement opportunities with TMMPDX.COM.
There are endless opportunities to gather customer insight, feedback and strengthen relationships with your consumers. Businesses need to take advantage of these opportunities to engage the consumer in a dialogue.
Here are a few opportune times to engage the consumer:
• During the initial engagement or signup
• The ‘tell us what you think link’ (within each email & every transaction)
• If they stopped in between – an abandoned cart, an incomplete booking, or a half filled form
• After a transaction – could be a call, a visit to your branch, a purchase, an inquiry…
• If they want to drop off your list
Once you collect this information, try to leverage it into your dialogue. Most businesses do not even acknowledge the consumer who provided this additional insight. A sign up via email should receive an email thank you. Same thing with Facebook & Twitter – send a message, and try to personalize as much as possible.
Don’t treat your recipients like carbon copies – especially if they have provided you with information about themselves. The fastest way to engage your recipients in a dialogue is through the application of relevant personalization and preferences, the easiest way to gather that information is to survey your consumers at one or more points in the recipient communication life-cycle.
When your consumer joins you on your Facebook page, or signs up for your email program, or follows you on Twitter – don’t forget that they have invited you to converse with them! Think of ways to facilitate the dialogue, so you can continue the conversation.
Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. Sundeep’s daily dose of wisdom can be found at www.emailyogi.com, where he has more than 1,200 articles, podcasts, and webinars on best practices. You can also follow Sundeep at @emailyogi for more insightful thoughts on digital marketing.