Last week, Nestivity released the results of their commissioned survey “Top 25 Most Engaged Brands on Twitter”. Being someone who is somewhat obsessed with customer engagement, I was excited to see the report. Until I actually saw the report.
For this survey the term “engagement” seemed to be defined merely as someone interacting with your Twitter account. Essentially, how many people re-tweet or respond to your posts. That explained why news and sports accounts ranked so high in the results. To me, this was the fatal flaw of the research.
When it comes to customer engagement, the most important thing is to achieve a two-way conversation with your customers. Just pushing out information is ok, but doesn’t really count as “engaging”. It may help to increase awareness of your company, which is good, but it’s not engagement.
How do you achieve true engagement with your customers? Here are 4 tips to help you on your path:
- Listen to your customers – When you listen to your customers, you understand what they are really interested in. You’re able to provide them with the information that they want, not what you think they want. Customers may be raising their voices in a number of places – social, emails, phone contacts – so make sure you are consolidating all of these sources and truly understand what they want to talk about.
- Be responsive – When a customer takes the time to reach out to your firm, be polite enough to respond. Responses should be in a timely manner (24-48 hours would be ideal,) and be respectful. Especially if the customer comments are negative. Don’t give them more fuel for their fire.
- Add value – Don’t join a conversation just to say “we agree” or something that simple. You should always be adding value. Think about new information you can share, updated research or improved data points. Don’t just focus on sales sheet points. Whenever possible, tie-in your products or services in a way that provides further education on the subject at hand.
- Always represent your brand - Every communication from anyone within your firm is a branding opportunity. Have a clearly defined and differentiated brand, specific brand messaging and positioning and provide brand training across your organization. This way, you can ensure that whoever is engaging with your customers from your firm is providing an authentic representation of your brand.
Let me know what “engagement” means to you @launchlabengage.
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