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Consumer Engagement That Wows: 4 Key Tactics

Subharun Mukherjee 18+ years of experience leading product strategy, Go-To-Market (GTM), new market entry, value-based sales, analyst relations, and customer experience programs. Expertise in Financial Services, eCommerce, on-demand services, and the SaaS industry.
Consumer Engagement That Wows: 4 Key Tactics

The internet is rife with stories of brands that went above and beyond to satisfy their customers. From the time a customer service rep at Zappos spent 10+ hours on the phone with an apparently chatty customer,* to Ritz Carlton treating a child’s lost toy to the experience of a lifetime,* engaging and delighting your customers can come in many forms.

But customer experience is not just about delivering a satisfactory service or product, it’s also about creating memorable experiences that inspire loyalty and satisfaction (and also advocacy). These things are what lead to retention and upsells.

Engaging your customers commonly involves using things like loyalty programs, feedback surveys, social media campaigns, and any other way to interact with customers and get their input. The goal is always to elevate the quality of customer relationships with timely, relevant messages, ideally through an omnichannel strategy.

Customers Want Great Experiences

In fact, a study published by PwC stated that 86% of consumers are willing to pay a premium for a great customer experience, while 32% of consumers would cease to transact with a brand they loved after just a single bad experience*! So the stakes are high. Which means that providing a truly top-notch customer experience is critical for retaining and scaling your customer base.

But how should you go about strengthening consumer engagement in today’s extremely competitive, ever-changing market? Here are some key strategies you can employ:

Four Key Consumer Engagement Strategies

Know Your Consumers and Their Needs

If you want to engage users effectively, you must stay ahead of their needs. The first step is to understand who your customers are, what they want, and how they interact with your app.

You should always be collecting and analyzing user data from as many sources as possible. These sources are their interactions with your brand: surveys, feedback surveys, online reviews, social media posts, website visits — any touchpoint where brand and consumer meet.

Then, segment your customers based on similar attributes and behavior such as demographics, preferences, interests, purchase history, engagement level, and more.

By paying keen attention to the data and understanding what they expect from your brand, you can create consumer engagement campaigns that wow them.

For instance, you can send users tailored offers, recommendations, content, and communication based on their profile and behavior. Most importantly, improve and design your products and services to suit their needs and fix pain points.

For a real-world example, find out how our customer SonyLIV analyzes users based on their browsing/viewing history, consumption patterns, and preferred genres on a daily, weekly, and monthly basis. This results in increased conversions with their usage of the CleverTap platform.

Adopt an Omnichannel Approach

Consumers are everywhere — and they have a wide range of channels at their disposal to interact with your brand. Consumers may begin their journey with your brand on one channel and transition into a different channel or device at will.

Because users interact with your brand through multiple channels and devices, you need a solid omnichannel engagement strategy. To do this, you’ll need to:

  1. Create a seamless and consistent customer experience to engage your customers across multiple channels
  2. Orchestrate your campaigns across different stages of the customer journey
  3. And finally, deliver the right message at the right time to the right customer

Use behavioral analytics to identify the channels your customers favor, the challenges they face, and then tailor your engagement strategy accordingly.

In the CleverTap platform, you can use IntelliNODE to identify the most effective content, the best channel, time and frequency. Then, test for multiple journey paths. And finally, navigate users to the path with the highest probability of conversion — and do so at scale.

Personalize for Each Customer Segment

Customers are unique. Different user segments have different needs, preferences, expectations and behaviors depending upon demographics, interests, psychographics, and more.

Track user behavior and uncover their usage trends with data analytics. This enables you to create memorable experiences for each customer segment. Then, customize your products and services according to each segment’s needs.

Use A/B testing to compare different versions of your product features or user interface elements to see which one performs better with your users.

Engaging with users in their moment of intent through in-app messaging can be a great way to nudge them into making a purchase. In-app messaging can also be used to aid onboarding and introduce new features.

Read how a leading ecommerce brand in UAE leveraged CleverTap to understand, segment and engage with users in real time and boost conversions by 400%.

Reward Loyal Customers

Returning customers are your most valuable asset, and you need to continually nurture them to retain them and increase their lifetime value (CLTV). Some common strategies:

  • Incentivize your loyal customers into becoming your brand ambassadors.
  • Reward them for their loyalty by offering discounts, rewards, and other incentives for repeat purchase and referrals.
  • Create tiered loyalty programs that offer different benefits depending on the customer’s rank. To get to a higher tier and earn exclusive rewards, customers need to buy and engage more with your brand.

Master Your Customer Experience

Creating consumer engagement that delights your users may not be an easy task, but it is definitely rewarding. Marketing automation tools are essential for creating and implementing a successful customer engagement strategy. Brands need marketing intelligence tools to track customer touchpoints, segment and personalize them.

CleverTap is an all-in-one engagement platform that empowers brands to optimize all consumer touch points, improving user engagement across different channels, increasing customer retention, and growing lifetime value. Click here to schedule a demo.

Mastering Mobile App Engagement & Retention

Mastering Mobile App Engagement & Retention

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Last updated on May 9, 2024