NOTA AICEX: torniamo a parlare del Customer Engagement. In questo articolo si cerca non solo di comprendere come incrementarlo, ma anche di fare un po’ di chiarezza su un termine spesso abusato.
Customer engagement is a term that is tossed around frequently in marketing circles. I am finding out that even though many of us are using it in daily conversation, there is an element of confusion. This phrase has become more buzz-term friendly than user friendly. Let’s clear up the confusion, shall we?
The goal of this article is to not provide a comprehensive guideline to create customer engagement. However, it will provide some simple basics that will jumpstart your thought process and point you in the right direction to increase your customer engagement.
1• Provide A Clear Customer Path: Think about where your brand is coming in contact with the customer. Consider how this is happening as well as all the touch points along the customer path. Keep in mind, there many be channel hops and places where the brand is not displaying your message consistently along the path. Many times this causes the customer to click away from your brand.
2• Clear Message Delivery And User-Friendly UX: The brand message delivery is derived from your campaign goals and key messages. Also, the user experience must be easy for the customer to assimilate the information and navigate through the customer path; even crossing digital channels (Email – Videos – Web Ads – Social – Landing pages).
3• What Do I Want The Customer To Do Next? Ask yourself this question on each and every channel (Email – Videos – Web Ads – Social – Landing pages). It’s critical to think about this because it helps determine your call to action (CTA). It also forces you to think through critical touch points and channel hops. Continua a leggere “9 consigli per incrementare il Customer Engagement”
Associazione Italiana Customer Experience - AICEX 