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7 BIG questions to drive customer engagement


SEPTEMBER 26, 2014
CUSTOMER RETENTION STRATEGY (HTTP://WWW.SMARTINSIGHTS.COM/DIGITAL-MARKETING-STRATEGY/CUSTOMER-RETENTION-STRATEGY/)
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By Danyl Bosomworth (http://www.smartinsights.com/author/danyl/)

How do you build long-term relationships with customers


using digitalmedia?
"Openconversationsgenerateloyalty,salesandmostofall,learning...forbothsides".
SethGodin

AchievingengagementwithacustomerorfanbaseisnotsomuchabouttacticssuchasFacebookortoolslikeRadian6,but
howthesearebestleveragedtoenablemeaningfulinteractionwiththeconsumer.AsSethdescribesinthequoteabove,
openandmaintainconversation,askquestions,listen,buildbetterproductsandmarketinamorerelevantwayaddvalue
totherelationshipwiththeconsumer.Tocreatetheseconversationsandbuildrelationshipsischallengingthebiggest
challengeinmarketingperhaps.Therearenoquicktipswecangivehere,butwecanofferthisstructurewhichwillstepyou
throughthedecisionsyouneedtomaketoworktowardslongtermrelationships.
WealsohaveanewguidebyAndrewCampbelldescribinghowtocreateacustomerretentionplan
(http://www.smartinsights.com/guides/retentionplanningguide),againpartofalongtermprocesstobuildrelationships.
http://www.smartinsights.com/digitalmarketingstrategy/customerretentionstrategy/7questionstodrivecustomerengagement/

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(http://www.smartinsights.com/guides/retentionplanningguide),againpartofalongtermprocesstobuildrelationships.
Thisisthethirdinashortseries:

Part1coversacquisitionstrategy(http://www.smartinsights.com/digitalmarketingstrategy/customeracquisition
strategy/reachtrafficacquisitionstrategy/)
Part2coversconversionstrategy(http://www.smartinsights.com/digitalmarketingstrategy/customerconversion
strategy/conversionoptimisationstrategy/)

Here are our 7 questions to help you do just that...


Question1.Whatinsightsdowehaveaboutourcustomers,theirneedsfromonlineservicesand
perceptionsofourservice?
Thepeoplethathavealreadyboughtfromyouaresuperspecial,Imeanreallyspecialwhenyouthinkaboutit.Theypaid
youmoneytheyboughtintowhatyousaidandnowhaveauniqueperspectiveofwhatitisliketojourneyfromfindingyou,
toevaluatingyouagainstthecompetition,thendecidingtopurchaseandthenwhat?Youthankthemif,they'relucky,
rewardthemsomehow,justreselltothemorsimplyignorethem?Thefirststepistounderstandhowtheyperceiveyou
basedontheserviceandexperienceyouhaveprovided.Soyouneedtoharnessinsightsyouhaveaboutthissuperspecial
groupofpeople,andwhatinsightscouldyouhavetohelpyoudoabetterjobtogeneratemoresales?
Therearemultiplewaystogenerateinsight,someofitshouldbeengrainedinyourbusinessdaytoday,otherelements
shouldbedoneatkeytimesoftheyear.Thequestionswe'dsuggestthatyouaskaresurroundingsatisfactionwiththe
process,whatit'sliketodealwithyoufromanoutsideperspective.Didyouevenmeetthecustomer'srequirementsandis
thereaqualitygapfromtheusersreality.
So,howcanyougetthisdata?Herearesomeideas:

Getdatafromthosemasseswhodonothingonyoursite,toolslike4QandKampylearegreatsincethey'relow
commitment,fastandanonymous.It'simportanttolearnwhypeoplearelosinginterestandleaving?
Emailsurveysaregoodifyoulackasteadystreamofdataandprefertoadhoc,massquestioningofyourdatabase,
annuallyforexample.It'sthemostcommonformofinsightsgatheringthoughdonelastminutewhenthingsfeel
broken,it'scertainlybetterthannoinsights,just.Butbetterisdesigninginsightcaptureintothemarketingandsales
processinarobustway,forexampleusingemailsequencessinceitbringstheconsumertothemarketingtable.Of
courseyoucantargetparticulargroupsofcustomerswithemail,sothey'repowerfulinthissense.
Avoidaskingeverythingatonce!Buildrelevantdatacaptureatkeybuyerstagessothatyoulearnmoreaboutyour
consumerastheynearpurchase,andbeyond.Thiscanbeassimplequestionsbuiltintoexistingenquiry,purchase
andpostpurchaseforms.ThinkaboutusingtoolssuchasGetSatisfactionforfeedbacktoosinceitoffersyou
progressionintoafeedbackcommunityandcrowdsourcing.Youcanalsousethe"Watchdon'task"approachof
usinganalyticstoseewhatcustomersclickonordon'tclickon.
Theideaoffeedbackandinsightsgatheringasapartofthebusinessisthenthdegree,andthisspaceiscertainly
dominatedbyUserVoiceandGetSatisfaction,thelattergoingmuchfurtherwithFacebookintegrationanendtoend
solution(moreonthisinquestion3)
Wherethere'salargerwebsiteforgetwebanalyticsasameanstoindicatepopularcontenttypesandtopicsinferring
motivation

Here'sablogpostthatDavecoveredregardingcustomerfeedbacktools(http://www.smartinsights.com/digitalmarketing
software/websitefeedbacktoolsreview/)andtechniques.

Question2.WhataretheKPIsandgoalsforcustomerengagement?
The"R"inROIisalwaysintheeyeofthebeholder,sobesuretodefinethis.It'snotthateverythinghastobecommercially
orientatedeither,thoughpersonallyI'densureittiesback.Youcaneasilyensurethatcommercialgoalstietocustomer
engagementormarketingKPIsbydevelopingasimplematrix.Usingthisapproachallowspeopleatdifferentlevels,with
differentperspectives,withinanorganisationtoseethevalueinanengagementorretentionprogramme.Forexample,take
theideaofcustomermakingasecondorthird(repeat)purchasevsareferralofyourbrandtofriends,bothmatter,bothwill
tietotraffictoyourdomainandsocanbetiedtosale.Forthecustomer,repeatpurchasecanmanifestin'lifetimevalue'
commercialgoalsaswellas'newvsreturning'visitorsforthemarketersusinginGoogleAnalytics.Adirectrelationship.You
canjustaseasilyuseothercountersofengagement,suchasuseofFacebook(usuallymorecustomerorientated)andany
ownedwebpropertysuchascustomerforumsorgroups.Ask'Whatareourmeanstobestjudgeengagement,startingas
simpleaspossible'?
Withtheproliferationofsocialmediausage,theideaofmessageamplificationisreallykey,Ifeel.Ifyoucanengageany
visitoronatleastsomelevel,thenworstcase,youcanseehowwellyourcontentandmessagingresonateswithan
audience.Commercialsalesaretheendgoal,andyetthey'restillprecededbyanumberofKPIsthataremoremanageable
andmeaningfultothoseworkingonthefrontline.CheckoutthisinfographicregardingtheROIofsocialmedia
(http://www.smartinsights.com/socialmediamarketingalerts/infographictheroiofsocialmedia/).

Question3.Doyouunderstandthegapbetweenyourcustomerneedsandyourdeliveryandhow
doyouimproveandprioritisesatisfaction?

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(http://www.smartinsights.com/wpcontent/uploads/2011/11/figure1.png)We'retalkingabouttheconsumersexperienceof
yourproductorserviceandhowtheyfeedthatback.Thechallengeishowyoudo(Q1)thiswithsomanyoptionsandtools
available?Afteralltherearetwoelementstotheprocessthathelpusappreciatethesizeoftheopportunity:

ReactiveZapposarethebestexample(http://about.zappos.com/presscenter/mediacoverage/realcasesocial
mediazapposceonotallatwitterabouttwitter)wehearofacustomerobsessedbrandwhoputtoolsandprocess
aroundtheirconsumer.AsabusinesstoolslikeTwitterandFacebookarechannelsbacktocustomerservice,no
matterwhattheycustomerwants,apparently.IncreasinglycommonplacearetoolslikeUserVoicewhereUserVoice
forgarneringfeedbackforproductdevelopmentand'missing'productfeatures,somethingDellhavepioneered
ProactiveThinkDell(http://www.smartinsights.com/analyticsconversionoptimisationalerts/dellinternationalweb
analyticscasestudy/)aspastmastersatthis,andwhereGaryVaynerchuckpusheswithhisTheThankYouEconomy
(http://thankyoueconomybook.com/)book.Dell'sapproachistolistentothewholemarketandseedoutunhappy(and
happy)customersinordertheycanproactivelysolvecustomerproblems.Theyevenhaveacommandcentre
(http://www.smartinsights.com/analyticsconversionoptimisationalerts/socialmediacommandcenters/)

Eachapproachisn'tmutuallyexclusive,afterallthey'rejustprocessesdependentonhowanorganisationwantsto(andcan)
work.Bothrequiretools,customerprocessandatthemoreprogressed,Dell,highendaCRMsoftwareorcommunityof
someform(seequestion5and6).

Question4.Whatcontentandofferswillengagedifferentaudiencestypes?
Ofcourse,capturingandusingdataisattheheartofinformingthecreationoftailoredcontentfortheconsumer.Once
you'reabletounderstandandleverageconsumermotivation,need,intentand/orpurchasehistorythenthere'sthepotential
toremarketandsoreengagewithsomeonemuchmoreeasily,sinceyoucanreallyspeaktothem.Howthisisdoneis
dependentonwhatkindoforganisationyouareintermsofbudgetsandresourcesavailable.
Usefulcontentisattheheartofsuchacontentstrategy,ontopiccontentenablesyoutodemonstrateacontinuedrelevance
toconsumerswhoarebuyingcertaintypesofproductsfromyou,oratleastthey'regivingyouindicatorsastowhatis
motivatingandhelpingsolveproblemsintheirworld.Blogsareawaytocentralisethis,toformthecontenthub,then
repurposingyourcontentintoFacebook,Twitter,LinkedInandGoogle+representadditionalwaystoreach(withpermission)
andsoreconnect.Layeronsegmentedemailcommunicationstosuchsolidsocialmediaprogrammeandyou'repioneering
brandcommunications!Beingusefuladdsanincomparablevaluetoaconsumerrelationshippostpurchaseaswellaskeep
youfrontofmind.
Thisapproachhasobviouspotentialforrepromotionofyourproductsintherightway,andattherighttime,addingvalue
andreengagingreaffirmsrelevanceandearnsyouthatright.It'srightsideupmarketinginthatsensesinceithasan
inboundeffectoverinterruptiveoutboundpromotionsthatfeelrandomtotherecipient.

Question5.Whattoolsandtechnologiescanweusetoengagecustomerswithavalueadd
experience?
So,howdoyoulayeronexperiencesfortheconsumer?We'dsuggestthatbuildingsocialobjectsandasenseofcommunity
iscentral.It'sanotherwayofreaffirmingtherelevanceofthebrand.Why?Tworeasonsyou'reconnectingtheconsumer
withothers,anddeepeningtheirexperienceofsubjectarea.And,doingthatoverblatantreselling.Herearetwodimensions
tohelpmakethatclear:

InteractivetoolsUsefultoolsmightincludesomethingobviouslikecalculatorstohelpwithsavingorplanning
something,orinteractivediagnostic/tutorials,evenQ&A'stoolsthataiddecisionmaking,maybetoolsthatoffernew
ideasbasedonpreferences,forexampleinthetravelspaceanythingthathelpsproblemsolveoverresellwillcreate
anexperienceofthebrandthatismostlikelyunmatchedbyyourcompetitorset
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7BIGquestionstodrivecustomerengagementSmartInsightsDigitalMarketingAdvice
anexperienceofthebrandthatismostlikelyunmatchedbyyourcompetitorset
AplatformtoshareOneofthemostpowerfulwaystoremainvaluableistoenabletheconsumertoconnectand

sharewithotherlikemindedconsumers,thisallowsthelikemindedtoflocktogetherandsimultaneouslydeliver
ongoinginsightforthebrandhostingtheplatform.There'salotofdiscussioninthisarea,andIbloggedlastweek
aboutcreatingyourownsocialnetwork(http://www.smartinsights.com/digitalmarketingstrategyalerts/buildingyour
ownsocialnetwork/),highlightingwheretopicbased"vertical"socialnetworkshaveanincreasingimportanceover
largergenericnetworks,suchasFacebook

Question6.Howdowecreateanintegratedcommunicationslifecycle,integratingchannels,
contentandmarketingaroundthecustomer?
Thistheholygrailtokeepcustomersconnected.MarketingautomationcanhelphereandDavehasreviewedmarketing
automation(http://www.smartinsights.com/emailmarketingecrmalerts/marketingautomationsoftwarecomparison/)tools
beforeinthispost.Thisisanareabeingpioneeredbyhighend,fullyintegratedmarketingautomationplatformslikeEDialog
andEloqua,andbeingmadeaccessibletotherestofusbycompaniessuchasGenius,OfficeAutopilotandMarketo.
Marketingautomationisahugeareaanddifferentplatformshavestrengthsindifferentareas.Marketingautomation
includesanalyticsandintelligencegathering,automatingleadgenerationandconversionandadvancedcrossdepartment
workflow.ThepracticalstartpointistotakealeadfromB2Bmarketerswhofocusaroundtheautomationofleadgeneration
andleadconversion,with"getlead,convertlead"beingthemantra,focussingmostlyonemailandoutboundtelemarketing
initssimplestsense.
It'sacomplexspace,ourrecommendationwouldbetostartwithsimplertoolssuchasOfficeAutopilotwherethefocusis
segmentationofaleaddatabase(basedonwhatevermakessense:preferences,subjectofinterest,producttype)sincethis
enablesthecommunicationofthemostrelevantcontent.Thepowerislayeringonpurchaseintent(inferredthroughclick
behaviourandexplicitthroughwebforms)tothentoneupordownpromotionalintensityandthestrengthofoffersas
relevanttotheconsumer.Integratingemailcommunications,SMSandoutboundwithdirectmailisprettyobviousandtotally
possiblewiththeseplatformssinceyougettodesignthecommunicationssequencesforeachsegment,andsubsegment.
There'sanicewriteuphereonZappos'useofemail(http://www.clickz.com/clickz/column/2092899/lifecycleemail
marketinglessonszappos).

Question7.Howdowekeepsalesfrontofmindandmeasurecommercialsuccess?
It'sashortbutimportantanswer,analytics.Throughmeasurementandthenimprovementthroughtestingagainstobjectives,
it'sonlyascomplexasitneedstobeforyourorganisation.Focusonthebasicsastowhatcontent,toolsandtechniques
drivereengagement,referralandrepurchaseevidencedbyyourmeasurementdashboard.Growwhatworks,stopwhat
doesn't.SolongastheKPIscanbetiedbroadlytosale(question1)thendiscussionswithmanagementaremuchsimpler
andmeaningfulatthecommerciallevel.

ThistablesummarisesourrecommendationsoncontentmarketingKPIs(http://www.smartinsights.com/content
management/contentmarketingstrategy/measuringcontentmarketingkpis/)relatedtoretention(Engage)andotherparts
ofourRACEframework.

(http://www.smartinsights.com/wpcontent/uploads/2011/11/Content_measures.jpg)
Havewemissedanything,doyoudisagreeorhaveexperienceinyourorganisation?

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Enteryourcommenthere...

how businesses bloom


(http://www.hanselman.com/blog/CommentView.aspx?
guid=a21b9ec7-f166-4cf5-9041-63b317afb06e) commented on
October 13, 2014 (http://www.smartinsights.com/digital-marketingstrategy/customer-retention-strategy/7-questions-to-drivecustomer-engagement/#comment-23794)

Reply
(http://www.smartinsights.com/digitalmarketingstrategy/customerretentionstrategy/7questions-todrivecustomerengagement/?
replytocom=23794#respond)

Idontknowwhetheritsjustmeorifperhapseveryoneelseexperiencing
problemswithyoursite.Itseemslikesomeofthewrittentextinyourposts
arerunningoffthescreen.Cansomeoneelsepleaseprovidefeedbackandletmeknowifthisis
happeningtothemaswell?Thiscouldbeaissue
withmybrowserbecauseIvehadthishappenpreviously.
Thanks

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