Importance of Customer Engagement4 min read

Until very recently customer engagement meant attracting customers with once in a lifetime, alluring deals. However, the rules

Until very recently customer engagement meant attracting customers with once in a lifetime, alluring deals. However, the rules of customer engagement have changed. Its domain is no longer limited to attracting customers. It now includes retaining them and making them feel valued. In today’s world, deals and offers are a click of a fingertip away. People need a little more than just a discount to offer their loyalty to one single brand; they need engagement. With the number of brands coming up every day, your customers could easily switch to a competitor. It is your responsibility to give them a reason to stay.

With the norm of marketing changing, there has also been a change in the traditional customer aspirations. Technology has empowered the customers and they now desire new levels of engagement. Social Media is rapidly emerging as the next big frontier for customer engagement and interactions

Businesses have a wide range of customers who are increasingly diverse in their social media use and level of engagement with the brands. This has also led to a significant shift from largely company-customer interactions to customer-customer interactions that influence company-customer relationships. It has therefore, become imperative for brands to have a sound social media customer engagement strategy.

Increasingly, customers are relying on each other for advice about a product or questions regarding support. People share their experiences about not only the product, but also the brand, and its customer engagement and service. Additionally, they have social media at their disposal. A bad customer engagement can easily lead to a public relations disaster on social media.

Benefits of Customer Engagement:

  • Highly engaged customers generally do not criticise publicly. They usually resolve their issues with the company directly.

  • Highly engaged customers are more likely to recommend your brand to their family, friends or even co-workers. They become the unofficial brand ambassadors of your company and their word-of-mouth marketing helps in establishing a positive image of your brand.

  • Customer engagement leads to receiving feedback, reviews and suggestions on a global scale.

Like any other business pan, customer engagement can be tweaked to maximize benefits in several ways. When you implement your customer engagement strategies, understand and prioritize your objective. Mostly focus on areas that require engagement. Target specific goals so that your efforts bear results. Assess and prioritize the importance of issues that can influence your customers’ decisions and their impression of you. Choose which of the following areas you’d like to focus on:

  • Nurturing brand loyalty.

  • Increasing sales.

  • Generating customer feedback.

  • Improving word-of-mouth advertising.

  • Giving customers a platform to connect with you.

Once you’ve chosen the area you want to work on, figure out the best way to do it.

However, it is not enough to just have a customer engagement policy. It is equally important to understand what areas you’re doing well and how you can improve on it. Collect the data of the engagement process and analyze its result. Thereafter, improve on your weaker areas.

Each brand has to customise the available strategies according to its needs for meaningful and successful engagement. However, there are suggestions that should generally be kept in mind when implementing a customer engagement strategy.

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  • Create Positive Customer Experiences – Unless you are bringing a revolutionary product to the table, you are replaceable. What will set you apart from your competitors is the way you interact with your customers. How your customers feel when they leave after interacting with you is what will affect their decision about your brand.

  • Always Follow Up – Customer loyalty and repeat business has now become the goal. Follow up with your customer, ask them to rate their purchase and encourage them to leave a review regarding how you can improve your services. Re-evaluate your post-transaction user experience and based on that tune your strategies.

  • Personalise Your Communications – Your customers want to be appreciated and valued. One way to do that is personalising your interaction with them. Customers favor personalized messages far more than generic, mass-produced content.

  • Transparency – Clear disclosure of company policy regarding the product is essential. No one likes being tricked.

  • Be Cordial – Rather than talking down to the customer or belittling them, respect their views. Ensure them that you’ll duly consider their opinions.

  • Inclusiveness – Interact with your customers and make them feel included.


Customer engagement is critical to businesses and affects social media marketing drastically. Brands support their customers’ aspirations and engagement and interact with them via new and emerging technologies. Their aim is to create customer-centric businesses, built on relationships of mutual trust and respect. Businesses now understand that it is a genuine and transparent dialogue that will build trust and create brand loyalty.



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