Personalization gives a good experience to the customer. When instances of personalization are showcased on some brands’ social media account pages, they gain significant importance. In customer engagement, personalization plays a pivotal role. Sending push notifications as per the buyer’s behavior, designing the layout of the website based on the purchasing patterns, and providing maximum personalized experience are the agenda of the brand. It enhances customer engagement.
Customer engagement is the base of any brand these days. Since the digital age has taken over, engaging the customer by crafting good content is a tact to initiate a sale. A personalized approach is adapted to make the customer feel valued. In this way, he may not purchase as soon as he sees the notification but may click and bounce. Even if the customer engagement rate is bouncy, he’ll keep getting ads or notifications in regard to the click. This increases customer engagement.
Personalization creates an impact on Customer Engagement. Here’s how;
1. Customer retention
During customer acquisition, customer engagement plays a crucial role. After a certain amount of time, the customer gets retained. The time in between is a crucial factor. If customer retention fails due to any reason, new and improved ways can be found to do damage control. When an e-commerce company personalizes its User Interface according to the customer’s previous order history, it enhances the experience for the user. He will be able to see the things he/she had ordered previously. It increases the bounce rate of the website and increases brand loyalty.
2. Conscious purchase
Customer engagement is the base of any brand to build these days. If it isn’t as needed, the revenue goes down substantially. For the customer to engage, the content of the website and the experience must be in accordance with the customer. He should feel familiar or recollect the last time he was on the website. Once the experience of being on the website is good for the customer, he makes a purchase again. Then it happens again the second time. The third time, the customer consciously comes onto the website and makes a purchase as the first two experiences were hassle-free.
3. Customer feedback
The efforts which you take for personalization should be directly aligned with the customer feedback. To collect feedback, you can go conduct surveys, go through online reviews, and send feedback forms directly and request the customer to fill the same. To get customer engagement, asking for feedback from the customer is a good way. If not at the moment, the customer will surely check the website in his free time. If a particular customer is new to the website, they will surely check the website if they have good previous experience.
4. Personalization hacks
Sending push notifications is a good way to increase customer engagement. Technology will also help to increase customer engagement. It includes making use of chatbots, virtual reality or augmented reality experiences that enhance customer interaction. It helps potential customers to improve ways to be in touch with the brand on a personal level. The push notifications use the name of the customer at times which creates a bond. Keeping track of page views in order to keep improving customer engagement will help.
5. Better UX for the customer
With a good user experience, the customer engagement rate will grow for sure. Good user experience means the operation of the website must be easy and uncomplicated. It is proven that after improving the UX of a website, the sales figures have improved drastically. As the design of the website is easy to use, the bounce rate decreases substantially. It increases page views and customers spend more time than before. As the engagement rate is higher, they can be tracked via analytics. It will help to improve their buying process more and more.
6. Ethical constraints
Privacy and transparency are the two main aspects where the ethnicity of the brand is proven. Data from the users is collected by brands in order to make a detailed study of buyer behavior. Consumers must also be made aware of the data being collected and used. This actually builds trust and helps the brand to create a positive image in the public eye. Users feel comfortable with their data being utilized for some research work. But, informing is important.
Benefits of customer engagement;
1. Brand meets customer expectations
Since covid happened, online consumers have started to expect a lot more personal experience. The pandemic infused more and more people to opt for online shopping due to the ease of it. There’s no hassle of stepping out of the house, so online shoppers have surged a lot in numbers.
2. Customer satisfaction rate
The customer satisfaction rate is at an all-time high. Due to personalized customer engagement, the overall shopping experience is more than satisfactory for the user. He/she automatically comes again to the website or the app to shop. If the user comes to shop multiple times, the loyalty is won by the brand. Now it has to focus on the retention of the customer.
3. Boosts brand image
A higher customer engagement will of course boost the brand’s image. When the user experience is increased, a lot of word-of-mouth takes place too. The brand comes in talks of people. It becomes the talk of the town. Till date, word-of-mouth is considered the best marketing tact.
Conclusion:
Customer engagement is the need of the hour, these days. No customer engagement means no revenue as the people aren’t aware of the brand. Customized customer layout, designing content as per buyer behavior, and push notifications is an add-ons to remind the customer about the brand.
At the same time maintaining the privacy and transparency of the customer is important. Taking the help of Online Reputation Management (ORM) to be in the personal touch of the customer will benefit the brand. The customer and content both are the kings. If any of them face any obstacles, it directly affects the revenue, that’s it!
