Customer Engagement through Events – Revisited
Customer Engagement Events have grown leaps and bounds with the advent of technology and newer versions of communication available between brands and customers.The expectation to meet customer demands in real time has soared significantly.
The significance of engaging customers weighs more heavily than ever, and brands are not shying away from encouraging customers to interact and share their experiences with the brand. When executed well, customer engagement strategy has all that is necessary to foster brand growth and loyalty, which is the end goal anyway.
Focus on customer engagement creates value which eventually leads to revenue extraction. It is a different approach to the sales pitch, one which helps offer a brilliant end to end customer experience, helps generate great content, facilitates interaction and helps keep in touch with customers real time.
What then can Brands do when engaging with their customers to trigger positive interactions?
We list down a few
Customer Experience is Priority
It is critical for the event agency to analyse and magnify the experience that the customer gets with the brand by integrating new age technology and engagement with the ethos of their client. The idea of pushing the envelope and delivering on what the brand represents is critical, you do not necessarily require the best event agency for the same, you need the right one. One which understands the objective set and delivers on the same.
Always prioritise the customer, besides the event managers that you choose to help execute the same, it is critical to ensure that the customer support team, front line business and other departments involved are focused on meeting the demand arising out of the said activity.
Humanise your Brand
It is critical to help the customer realise that they are important, and that the brand cares. The event agency needs to ensure that an environment conducive for the brand to communicate is created, it is critical for the brand to highlight its objectives and do its bit in order to exploit that environment to the fullest.
Get sassy on Social
Whether B2B or B2C, to effectively ensure maximum impact. It is critical for a brand to gather influencers to spread the word. This is not only in terms of visibility, but the word ‘influencer‘ means something here. It creates a relatability with the brands customers who share a common belief. This can be a game changer if used effectively.
Really listen to what customers are saying
We do not mean make each customer speak on the microphone, what we do mean is that data acquired at the event has to be effectively recorded such, that it can be revisited and communication with the customers can be personalised and attended to well after the event is over.
Keep in Touch
It is critical to keep in touch with customers in between engagements. This not only creates recall, but ensures you get attendance for your next event. Communication maintained through content which customers can use is the best way to keep in touch. Sending out a customized e-greetings to generic festival greetings might be the difference between a sale or a blank.
In Conclusion, to quote Richard Branson, “To succeed in business you need to be original, but you also need to understand what your customers want.”