The 4 Ps of Customer Engagement

What 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?

While 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.

What are they?

The most important rule of customer engagement says that it must pain-free, proactive, personalized, and productive.

How to create a customer engagement that meets all these requirements? Let’s review each of the Ps and find out.

#1. Pain (lack thereof)

First 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.

Here are some stats to support this claim:

• Over 30 percent of online shoppers expect to find live chat feature on your website because they want to get quick answers to their questions regarding your products.

• 77 percent of customers don’t buy from a website if it doesn’t have live chat support.

Of 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.

#2. Proactivity

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 customers’ needs.

A 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 Software.

Analyzing 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.

Many 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 use co-browsing.

#3. Personalization

This 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.

In fact, 58 percent of online shoppers value personalized customer service, according to Connected Shoppers report from Salesforce.

Marketers recognize this need for personalizing customer experience and consider it a top priority of data-driven marketing strategies, Data-Driven Marketing for Personalization Report suggests.

There are a number of ways in which businesses personalize their interaction with their leads and customers, including:

• Let customers choose the way of interactions with you

• Only provide them with personalized offers

• Allow to create a website account and record their purchasing history

• Record browsing history

• Actively communicate via social media.

Here’s an email that shows an example of personalized communication with a customer.

It 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.

#4. Productivity

The 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 effective manner.

To 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.

The Bottom Line

We 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.

Of 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.

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Created on Feb 27th 2019 06:36. Viewed 643 times.

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