Have you ever stopped to ask yourself the question, “What do my customers think of me?” Many companies focus on maintaining a positive customer image, as they should. But many companies never stop to ask a more fundamental question. “Do my customers think of me at all?”
This issue of staying top of mind has led to what some marketers have called “customer engagement.” This can be defined as the willingness of your customers to pay attention, interact or maintain involvement with your company, your brand or even your other customers.
According to a recent Gallup survey, customers who are “fully engaged” represent a 23% premium in terms of “share of wallet,” profitability, revenue and relationship growth than the average customer. Actively disengaged customers represent a 13% discount in those same measures.1
It is no wonder that 1to1 Media found that 62% of respondents say that customer engagement is a high priority for 2009.2
What creates positive customer engagement? It can be a wide range of factors, including regular customer communication, fast and courteous responses to negative company experiences, improved relevance in marketing and the opportunity for customers to engage with one another, such as through an online customer community.
While many companies focus on the role of online services and the CRM center, don’t overlook the power of print. In fact, 1:1 (personalized) printing can play a powerful role in facilitating customer engagement.
Consider the following opportunities:
1. Create a 1:1 customer newsletter. Communicate with your customers on a regular basis, not just when you want to sell something. Personalize the content by demographics or interests. If you don’t have this information, let recipients select their interests when they sign up.
2. Create a 1:1 loyalty program. This is a great way to build your database. Use the information gathered to make the rewards highly relevant and engaging.
3. Conduct regular, personalized customer feedback surveys. Customers care about you when you care about them. This is a great opportunity to use personalized URLs.
4. Send personalized, relevant direct mail. Showing that you know and care about your customers’ habits and preferences is a great way to keep them engaged with you.
Above all, remember that engaging customers isn’t a one-time deal. It’s a commitment to developing a relationship that is cultivated over time.
1. “Customer Engagement: What’s Your Engagement Ratio?” Gallup Consulting, 2009
2. “Adapt or Die,” 1to1 Media
(Spring 2009)
