“The first step is the hardest”, as the old adage goes – but it doesn’t have to be. Getting potential customers to choose your brand over the competition is a matter of a well-plotted course. The first interaction with your brand sets a precedent for the relationship, so relevancy and timelines are crucial from the outset.
After the first transaction, new customers will be at the height of their interest in your brand. Get to know them better, collecting useful data to remain relevant and top of mind. Educate new contacts about other services or products that would be pertinent to them. Remember that onboarding doesn’t only pertain to end customers. Keep their preferences in mind and let it guide the process with its actions.
As your organization no doubt knows, every customer has a unique set of preferences that determines how they interact with your brand – and whether that customer will choose to continue doing so. The longest journey in the customer lifecycle is maintaining engagement. Avoid becoming stagnant in your interactions to keep the relationship fresh and interesting. As your data refines use this information to deliver personalized 1-to-1 messages.
Just as important as balancing customer engagement is recognizing when members of your audience are at risk of leaving. Pay attention to your customers’ behaviors, determine where they lose interest, and respond appropriately. How you handle disengaged customers is key to winning brand advocates. Keep your contact lists tidy, and ensure that your exit journey leaves the door open for a convenient return at any time.
All previous steps generate a lot of extremely relevant and valuable data. Through highly advanced systems and tools, this data is key to – analyse, evaluate and improve the overall customer engagement. This can not only be used to understand the success of previous campaigns, but furthermore strengthen future initiatives and conceptualise highly targeted and effective future campaigns.