In a recent post by the team at SumoMe, the company tackles the notion that businesses aren’t listening to their customers. They’re communicating to them, but they aren’t communicating with them. Here’s the difference: Sending an email, for example, for the sake of sending an email with content that hasn’t been verified as something customers are asking for is speaking at your customers. An email (or push notification to a mobile phone) that is personalized to a specific user’s needs is a message that’s engaging to customers. It shows customers you are listening, and if the message is truly engaging, it entices a response.
“63% of consumers don’t feel understood by their favorite brands according to a 2015 study by IBM. The study highlighted the huge disconnect between how businesses perceived how well they were communicating with their customers.” — SumoMe, 2016
So what should your mobile engagement look like?
Take personalization a step further and invite customers to join a discussion or even provide them direct feedback, further personalizing their experience with your brand. Why is it important to encourage a response from your customers from the updates and notifications your sending them? It’s creating a true community! It shows that your business is:
- Not just listening to customer needs, but acknowledging them
- Building a relationship with customers – growing customer loyalty
- Creating a community and not just a subscription. Your customers aren’t a number on your list of subscribers – they are your biggest advocates for your product. Continue to wow them by treating them like a valued partner to the service and product(s) you provide by giving them a voice.
Highlighting customers to build an engaging customer network isn’t done solely through case studies and callouts in newsletters. Businesses can make customers look like champions of their product(s) on a daily basis by building a community for employees and customers to engage with one another. Rewarding a platform to customers to participate in also gives your business an idea of what messaging your pushing out is relevant versus irrelevant. Per SumoMe’s article:
“49% [of Google Consumer Insight’s 2015 survey] reported receiving irrelevant emails on a daily basis while almost 30% received them on a weekly basis. And this isn’t even the scariest part. 31.6% of the people surveyed flagged irrelevant email as spam.”
Whether your messaging conduit is an email, push notification, or in-app message, businesses need to make sure they’re listening to their customers and responding in a way that keeps them loyal and drives referrals.
If you’re ready to turn your existing mobile app into an engaging community that listens to customers and builds a network of relevant content and conversation, sign up for a FREE trial of Waysay today!
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