The 4 Ps of Customer Engagement
by Tom Jager blogger
comes to your mind when you think about a great customer engagement
example? A brand that offers fantastic in-store experience? A brand
that is willing to give a 20 percent discount for customers who have
been inactive for months? Or maybe a brand that builds a customer
community with great social media contests?
you would certainly be right that social media contests, in-store
experience, and discounts are important to ensure a positive customer
experience, there are just final products that were designed using
the four Ps of customer engagement.
most important rule of customer engagement says that it must
pain-free, proactive, personalized, and productive.
to create a customer engagement that meets all these requirements?
Let’s review each of the Ps and find out.
Pain (lack thereof)
and foremost, businesses should sell their products/services without
causing any pain for the customers. When a customer reaches out to a
business, he or she expects an effortless, stress-free service from
the beginning to the end.
are some stats to support this claim:
course, live chat is just one feature but we choose to use it to
prove this point because it ensures immediacy, therefore, better
customer experience. Therefore, businesses should provide painless
service every time to ensure the best chance of engaging customers.
want businesses to provide proactive solutions, which means that the
latter needs to be two steps ahead of the former to succeed. This
essential part of customer engagement is achieved through analyzing
simple example of analyzing and anticipating them is learning
behavior of customers on a company’s website. If a customer’s
browsing history suggests that he is interested in a particular
product or a manufacturer, the business should provide them with
relevant offers the next time that customer visits the website said
Brian from HR
customer behavior and buying history therefore allows to address the
problems that customers may encounter before they even did. And this
is what they really expect.
companies go one step further and apply diverse tools to ensure a
proactive approach to solving customers’ problems. For example, to
help customers resolve issues with software, support representatives
essential dimension of customer engagement requires you to provide
them with services based on their needs, preferences, and past
interaction history with your business. Earlier, businesses were in
charge of determining customer experience, but it’s all different
now. This means that if your company employs a one-size-fits-all
service experience, you will lose a lot of customers.
fact, 58 percent of online shoppers value personalized customer
service, according to Connected
Shoppers report from
recognize this need for personalizing customer experience and
consider it a top priority of data-driven marketing
Marketing for Personalization Report suggests.
are a number of ways in which businesses personalize their
interaction with their leads and customers, including:
customers choose the way of interactions with you
provide them with personalized offers
to create a website account and record their purchasing history
communicate via social media.
an email that shows an example of personalized communication with a
offers a 5 percent discount off the next purchase for this particular
recipient to motivate him to return to the website and complete the
purchase of a product.
last P of customer engagement means that businesses have to maintain
productivity by considering a balance between cost of service
experience and customer satisfaction. In other words, your business
needs to deliver a great customer experience in cost efficient and
achieve that, you need to possess the latest customer
engagement tools that
provide them with all information about customers, including
marketing data, sales data, customer support data, and other.
live in the ‘experience era,’ which means customers want the best
possible interactions with businesses. To engage them, you need to
adhere to these 4 Ps because they are key factors that drive customer
loyalty and satisfaction.
course, customer engagement needs you to leverage all knowledge you
have about your customers, so leverage it to connect with them in new
ways. As the result, you will become a customer-centric business.
Created on Feb 27th 2019 07:36. Viewed 213 times.