What Is Digital Customer Engagement? Business
We've got some great deals going on right now exclusively for our online customers... chat now to hear more! What is digital customer engagement?,Author: Nick Reese,With the right digital engagement strategy, you can create, nurture and accelerate customer relationships at scale. Here's everything you need to know to build and deliver the exceptional experience customers expect. What is digital customer engagement?,Digital customer engagement refers to every online interaction your customer has with your brand, with each interaction either accelerating or obstructing the buyer's journey. Think about the customer's journey like a funnel:,Digital customer engagement is all about creating an experience, which is more important than ever. According to PwC research, 73% of customers point to the , prioritizing it not far behind the price and product quality. Not only that, but 42% say they would pay more for a friendly, welcoming experience, while 65% say a positive experience with a brand is more influential than great advertising. But watch out: That same research shows that 32% of customers will stop doing business with a brand they love after one bad experience. Why is digital customer engagement important?,By keeping customers engaged and happy throughout the buyer's journey, you're far more likely to increase your close rates, helping you drive revenue and profit. According to Zendesk's Customer Experience Trends Report 2022, 73% of business leaders report a . Not only will you make the sale today, but you'll also be able to endear and nurture customer loyalty. The more a customer comes back, engages and buys on their own, the more you can focus your limited marketing dollars elsewhere. Remember that your current customers are also one of your most important marketing channels, especially in a digital world. The more engaged a customer is, the more likely they'll leave a positive public review on an e-commerce site or gush about your products and service to their friends and followers on social media. According to Qualtrics, people are 90% more likely to . Finally, your digital engagement strategy can help you learn more about your customers. Using your data to analyze how customers interact and where they fall off at each stage, you can optimize both your online and offline digital experience to better serve your other customers. Who is responsible for digital customer engagement?,Often, no one person or even department is responsible for digital customer engagement. The average customer could digitally engage with a business's social marketing team, email ops staff, content marketers, salespeople and customer support organization. To ensure a holistic engagement, one critical element for any digital strategy is to ensure that someone has visibility into and is responsible for the overall digital customer experience. While this title varies by company, a chief digital officer works with leaders across marketing, sales and customer experience to ensure all their initiatives are delivering a cohesive experience. The chief digital officer can also work with IT and data teams to ensure all the company's business systems are integrated and working from a single source of customer data. This enables your people and apps to speak to a customer using one voice, instead of requiring a customer to reintroduce themselves every time they switch channels. Retail Dive reports that consumers ranked . What drives a digital engagement strategy?,Your digital engagement strategy will be unique to your business and your customers. That said, every digital customer engagement strategy shares the same core elements:,What are the challenges of digital engagement?,If digital customer engagement was easy, everyone would be doing it. These are the key challenges that hold many engagement efforts back:,Digital customer engagement could already be making a difference,The bottom line is this: As digital increasingly becomes the , your ability to deliver a winning customer experience across every digital channel is crucial for growth and survival. From emails and tweets to chatbots and live video calls, every digital interaction is a chance to build customer loyalty and engagement. But beware: It's also a chance to not only lose the customer but cause them to share their poor experience with the world. While the stakes are high, so is the reward. By making digital customer engagement the focus of your business, you'll be best positioned to generate the customer experience that keeps people coming back. 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