In business, the customer has to be at the center of everything you do. For many business owners, this means creating meaningful marketing campaigns, advertisements that speak to customer needs, and quality products and services that deliver on promises. While all of these elements are certainly important if you plan to be successful in business, customer engagement often gets overlooked in the shuffle of things.

What is Customer Engagement?

Customer engagement goes beyond merely marketing products and making sales. Instead, customer engagement is focused on involving the customer in the process of interacting with your brand.

Encouraging a customer to take a particular action or urging a customer to get involved with your company’s initiatives are examples of customer engagement. You want customers engaged with your business because engaged customers tend to spend more, make purchases more frequently and share your brand’s messaging with friends and family.

How Do You Engage Customers?

Engaging customers can be done in a multitude of ways, and no one way is right for all companies. Your company may benefit from using a platform for customer messaging to engage customers through SMS messages. Another company may find a platform for customer messaging to be too large of a solution if the business only has a small customer base.

You might also use social media to post meaningful content that encourages customers to share your brand’s messaging. A different company may create a newsletter or e-book that can be requested by customers to stay in touch with the brand. Once again, there’s no right or wrong way to engage customers, but you will want to find ways to consistently keep your brand front and center in a customer’s life for better engagement.

Measuring Engagement

Because engagement is handled differently by different companies, how you measure engagement can vary as well. Some businesses measure engagement through conversion rates for things like newsletter sign-ups. Others measure engagement through likes and shares on social media.

To find what works for your business, think about the metrics that hold the most value when determining the lifetime spend of the average customer. These are the metrics your business will want to focus on.

Author Resource:-

Emily Clarke writes about customer messaging and engagement solutions including SMS services and mobile notifications tools. You can find her thoughts at in-app messages blog.