Don’t Manage your Customers, Engage Them
Do you want to generate a good base of loyal customers and advocates like Apple? Then you have to start understanding the concept of engaging customers and forget about simply satisfying them. Remember that satisfaction without emotional engagement will only give immediate results and not something that will endure for a long time. Your goal is to create long-term relationships and not only immediate ones. And emotional connected customer will likely spend more and stay with a company longer than a satisfied customer.
The strong point of emotional engagement is that emotions affect behavior. When a person is emotionally connected to a business, it will forgive any of its deficiencies, patronize it all the way through, and buy its products regardless of the price. The loyalty created is something that will benefit the company for a long time. Even if the competitors offer lower prices, they will still stick with the company they trust. And because emotion is infectious, it will easily engage other customers and become loyal patrons of the company as well.
The question now is how you create emotionally engaged customers. Engagement is actually all about the customers. If you are able to listen, care, and provide great value to your customers at all times, it will be easy for you to create engagement. Sometimes, engagement can be established through the marketing strategy. With effective and engaging marketing materials, the first step in engagement is sealed.
Simple but appealing advertising stickers, brochures, postcards, and business cards will help catch people’s attention and point out that the company wants to provide more than satisfaction. These can help distinguish that the company through their great product, service, and value. This will show them that you are in the game. This will give you the chance to deepen the relationship you have with your customers.
Aside from marketing literatures, these values will help you establish engagement with your customers:
Compassion. If you know what your customers care about, it will be easy for you to engage them. Make your materials and your campaign about them and not what about you and what you want to sell to them.
Honesty. This is a good foundation to build trust. With trust, there will be no emotional connection. It can be a bit difficult to build trust at the start, but as you get to know your customers and create an emotional bond with them, trust will be established.
Transparency. Show your customers what you care about and they will relate better to you. This should be reflected on how you relate to your customers.
Aside from these values, online marketing strategies can also help engage customers. With more and more customers going online these days, these strategies will help capture people’s attention and hopefully engage them. With the right strategies, engagement will be easy to achieve.
Your marketing materials including your website, social media networks and printed materials such as high quality stickers, brochures, etc. matched with the key values mentioned above, will surely help build long-term relationships. If these two components work together, the rewards will be enormous. A deeper bond with customers will be created, thus, increased engagement will be created. In time, that will produce a loyal base of customers who will be willing to stick the company through thick and thin.
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