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Customer Engagement Done Right: 7 Examples

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Engaged customers are happy customers. They’re showing interest in your brand and what you offer. They’re vocal about what they want from you, giving you direct insight into the customer experience. But engaged customers don’t always appear organically; most often, they’re the result of a strong customer engagement strategy. 

When we say ‘customer engagement,’ we’re referring to the conscious and ongoing act of connecting with customers with the goal of building relationships. Many companies feel they do well with this: in fact, a study found 74% of companies believe they deliver great customer experiences. Unfortunately, less than half of consumers agree. What’s more, 54% of customers believe companies need to fundamentally change the way they engage with customers.

Seeing examples of other brands getting customer engagement right can help to inspire your own strategy. That’s why we’ve rounded up 7 examples of customer engagement to help you create or improve your own approach. 

1. Fender

Guitar brand Fender might have a global presence, but the brand faces a gargantuan problem: the vast majority of all guitar players will quit within their first three months. The guitar itself (the size, color, style, and sound) isn’t the problem. Rather, research found that the learning curve was mostly to blame. Guitars need to be tuned right out of the box, and for novice players that don’t have any training, this alone can create a barrier to success.

Fender sought to lower the quit rates by staying connected to customers long after their guitar purchase. One step the brand took was to launch a series of subscription-based guitar lessons for multiple ages and skill levels. This not only gave Fender an additional revenue stream, but also helped the brand to maintain customer loyalty. 

Before launching the digital lessons, Fender conducted market research to find the best channels and formats for its new venture. Fender wanted to meet customers wherever they were and offer lessons in ways that would be well received.

2. Trader Joe’s

Trader Joes Customer Engagement Example

Boutique grocery store Trader Joe’s has done a lot of things well when it comes to marketing and branding. In particular, its customer engagement stands out. From the store employees and environment to the Fearless Flyer mailed to homes, the grocery retailer taps into every possible channel to connect with its customers and reinforce its brand image.

For instance, Trader Joe’s creates content in a variety of formats to help customers engage however they wish. The company has a podcast and YouTube channel, as well as Instagram and Pinterest accounts. The brand offers recipes on its website so customers can get inspired by the ingredients and products they buy. This goes above and beyond the traditional e-Commerce website that’s only geared toward immediate sales. With something new to discover every visit, Trader Joe’s knows how to keep its customers coming back.

Even the Fearless Flyer is designed to engage customers. Rather than offer a generic description of TJ products, each description tells a short story or otherwise inspires the user beyond the product name and price. The content is relatable and fun to read, which keeps its audience intrigued.

3. Warby Parker

Warbys Customer Engagement Example

Unlike brands that sell through channel partners, direct to consumer brands like Warby Parker have a unique opportunity to connect directly with their buyers. Customer engagement is a top priority because of how the brand markets and sells its eyewear, so it’s no surprise that the company has mastered the omnichannel approach. 

For starters, Warby Parker leverages augmented reality to let its customers “try on” glasses via app before they buy them. Customers can also take advantage of the free at-home try-on period, where users can select up to five frames to test-drive at no cost. During the try-on period, WP sends a series of emails encouraging users to make a selection and complete their purchase. 

WP stands out for its brand consistency throughout the buyer journey, as well as its tailored communications for every stage. It’s done an excellent job at bridging the online to offline gap while reducing risks and barriers for its customers.

4. Jeni’s Splendid Ice Creams

Jens Ice Cream Customer Engagement Example

Using social media as a customer service channel and to connect directly with brands has been trending over the last several years. It’s an excellent way to build brand recognition and loyalty. In fact, one in two customers will engage with a brand on social media multiple times in a month, while 70% of customers say they will remain loyal to brands that engage with them on social media.  

Customer engagement can be a two-way street, and no one knows this better than Jeni’s Splendid Ice Creams. The company uses social media to spur conversations and reply directly to its users to prove it hears its customers loud and clear. 

Jeni’s interacts with its customers on a regular basis and replies at lightning speed. Its fans have gotten used to receiving a response from the company and don’t hesitate to drop their comments or DMs. 

Engaging customers through social media conversation is low-hanging fruit for brands of all sizes and budgets. When a customer posts something positive on your social media page or tags you in a comment, just reply! It will make their day knowing you saw their message. Plus, it sends positive vibes to others who see that you reply and may encourage them to reach out, too. Engagement begets engagement!

5. L’ange Hair

Lange Hair Customer Engagement Example

There’s no rule in customer engagement that you have to be the one doing all the engaging. If you want to expand your engagement efforts, look no further than influencers. 

Influencer marketing carries a ton of weight in terms of brand awareness and credibility. You get to tap into other people’s audiences to show off your brand and win new customers. Not only do you get the pleasure of increasing your sales — your influencer partners will also help to engage your customers by answering questions and responding to social media comments. That’s because they have a brand to grow too, and engaging with their fans helps them build loyalty and credibility, even if they’re talking about your product.

L’ange Hair is the epitome of influencer marketing done right. Founded in 2017, L’ange developed a line of hair care products and tools and put them into the hands of top social media influencers. The company’s founder was committed to helping every user realize their own hair’s potential, so using influencers to do product demos, offer sale codes, and talk about its products fit perfectly into its vision.

L’ange adopted a social media influencer strategy early on, allowing the company to get a massive following and tons of product reviews and other UGC in a very short time. It created a strong network of brand ambassadors to help spur customer engagement. L’ange keeps the conversation going through email campaigns, ensuring the brand can continue connecting with customers beyond influencer-sponsored content.

6. Sephora

Customer feedback is critical to any company’s success. It’s a direct response to questions like “What do our customers want from us?” or “How can we improve our services to grow our business?” Companies spend millions of dollars each year trying to figure out what customers like and don’t like, what makes them buy, what they want, and other details that can help you stay competitive in the market.

Sephora infuses a strong feedback collection process as part of its customer engagement. The brand recognizes that customers rarely share a bad experience directly with a company (about 1 in 26) while the rest of unhappy customers will simply leave, statistically speaking. That’s why the company takes every opportunity to learn how its customers are feeling. 

For instance, online users can engage with the company via chatbot, then are promptly handed a three-question survey to see how the customer is feeling after the interaction. The brand captures feedback using the same channel to reduce friction for the customer and increase the number of responses. 

Feedback doesn’t have to be drawn-out focus groups and page-long surveys. Getting bite-sized insights can be just as powerful, especially if you can simplify it for the customer to encourage participation.

7. CleverTap

Clever Tap Customer Engagement Example

Personalization is a big factor in successful customer engagement. When companies understand what each customer wants or needs, they can better deliver the right content at the right time. 

CleverTap sets a strong example in its chatbot feature. Right off the bat, customers have multiple ways to engage with the company online: chatbot, contact page, and social media buttons, for example. The chat feature displays the message “Do you have any questions?” to let customers know they can use the chat to find answers. The chat feature is also set up to guide users through the buyer’s journey by finding out their biggest challenges and presenting corresponding content. 

By doing this, CleverTap can more easily present products, offers, and answers the user cares about, and can do so at scale. 

Improving Customer Engagement with Linkfluence

Customer engagement isn’t a one-and-done activity. While you might tick the boxes off a task list, there’s still no definitive “end” to the process. That’s why Linkfluence is such a powerful partner in your customer engagement strategy. 

Linkfluence uses the power of AI technologies to help you get inside the minds of your customers. Learn more about how they feel toward your brand, where they are in the buying cycle, and how they talk about your brand online. Use this intel to develop better, richer content, introduce new products, services, or offers, and improve your brand image in ways that matter to your customers. Then, engage your customers to show you’re listening to them and understand their needs.

Get a demo to learn how Linkfluence empowers your customer engagement strategy.

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