The notion that relationships with customers strengthen competitiveness is hardly groundbreaking. According to a CX Network report, winning and retaining customer loyalty is the second-most popular trend in the Asia Pacific, underscoring that businesses are aware of the opportunities resulting from a firm customer base.
High-quality customer engagement is key to maximising customer loyalty. However, realising that requires businesses to be conscious of the diversity of consumer preferences that span the various national markets across the Asia Pacific. This knowledge will help enterprises to adapt their products and experiences to meet the needs of their customers.
Understanding customer engagement models
A customer engagement model creates positive customer experiences to build and retain your customer base in the long run. In Asia Pacific, the rise in usage of cloud computing and information technology (IT) has accelerated the region’s adoption of customer engagement solutions, according to Spherical Insights.
Also Read: Customer retention strategies are getting trickier. Can you keep up?
Customer engagement should not be viewed as a marketing strategy but as part of the broader business growth roadmap. When choosing the right customer engagement model, businesses need to evaluate their business objectives and how much engagement is required to achieve them.
Types of customer engagement models
Low-touch engagement model
This approach is most suitable for companies selling low-priced solutions that are simple enough to use, such as online delivery services and teleconferencing platforms.
Human-led communication with customers is limited. Instead, engagement is digitally driven with online tutorials and automated emails providing guides and relevant updates about the product or service they are using.
Products can be used as gateways for businesses to invite non-customers and experience their capabilities. This way, businesses can add another avenue to drive sales lead generation to spur growth.
High-touch onboarding model
This engagement model is suitable for businesses selling high-cost enterprise products or services requiring specialised knowledge. These can include productivity suites and security dashboards.
High-touch models are human-led, with dedicated sales reps or Customer Service Managers (CSMs) interacting with one or more customers in a 1:1 manner. Customer engagement is done via phone calls, email, or live chat services.
Sales strategies are a systematic method of targeting customers in high-touch engagements. For example, while companies may not offer free product trials, they can encourage customers to contact them to enquire about their solutions.
Hybrid model
This model is a combination of both high-touch and low-touch engagement. Most companies adopt a blend of both and switch between high and low engagements based on complexity and cost.
Some may begin high-touch onboarding and follow up with online tutorials or automated email guides. Other businesses adopt the reverse by starting with low-touch communications and offering extra assistance via live chat or phone calls to customers who face difficulties.
How to build positive customer engagement
Show empathy
The cornerstone of good relationships with customers is empathy. And this starts with listening to your customers, addressing their queries at the right time, and aligning operations to focus on their needs. Building empathy is the first step in connecting businesses with each customer’s journey and creating more meaningful engagement in any successful engagement.
Offer conversational support
Once the user signs up for your product, your business should be ready to provide easy and timely support to customers. Live-chat tools are the most effective and holistic channel businesses can use to serve their customers’ conversational needs.
Also Read: Customer frustrations: How and when to respond
Live chat support can be described as an online version of a salesperson. During the selection process, your customers might have questions like which plan is suitable for them, what is the pricing plan for specific features, and how they can access the software. With live chat support, your customer service teams will always be ready to stay in touch and answer any enquiries your customers might have regarding your solutions.
Drive action
There are many types of marketing messages businesses can utilise to get customers to seal the deal. These can include introducing time or feature limitations and outlining product benefits that appeal to the desire to avoid missing out on a good opportunity.
The art of effective customer engagement
An effective customer engagement model can mean the difference between holding onto and winning customers or turning them away.
Businesses need to decide how each customer engagement model fits their goals, looking in the mirror and asking themselves what kinds of engagements they want to create with customers.
By aligning your strategy with your customers, businesses will not only be able to help customers but leave a strong and genuine impression that the brand is always ready to serve their needs. Ultimately, this will be decisive in engendering lasting customer loyalty.
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