Customers want to connect with their favorite brands, and smart brands understand that customer engagement is key to building long-term customer satisfaction and loyalty. Good customer engagement builds an emotional connection between a customer and a brand, leading to increased frequency of purchases, higher average spending, and a much higher propensity to choose that brand in the future.
There are many avenues of customer engagement, but at the heart of it is personalization. Customers want to feel like their voice is being heard, that they’re important and valuable to the company. We see this every day in the social media world, where customers can speak directly to brands on Twitter and Facebook and get personal attention that may be lacking in other channels. But even as fast as social media moves, it’s still a non-real time interaction and doesn’t guarantee a response.