Customer Engagement 1Sep 13, 2021
The other day I was discussing with the team on customer engagement. We were brainstorming on the engagement practices that are outside of collecting customer feedback, sharing the results, and closing the feedback loop.
What is that one framework we can use and whom we need to involve in each of the customer engagements, and how to tie this together? Spent a lot of time on this, and we would like to test this approach and started working on the internal communication strategy.
Continuing the discussion on the customer engagement practices outside of collecting customer feedback, sharing the results, and closing the feedback loop, the framework we have identified is the “Customer Journey Map.” As seen in our customer journey mapping course, we have five phases in the customer journey. They are Awareness, Consideration, Purchase, Retention, and Advocacy.
This week we are sharing the customer engagement practices that are adopted in the Awareness phase.
Awareness is the phase where the customer acknowledges that they have a problem or a need to fill. The customer will start by conducting a very broad search. The customer at this stage is not ready to make a purchase, but instead, he is simply looking into what options are available. For example, the customer may be looking to buy a television and start searching for those that suit their needs. The channels they mainly use are websites, social media, and probably a visit to stores. In B2B, the account managers/relationship managers play an essential role in providing new product information from time to time.
Blog posts, social media content, and even ebooks offer a great medium to engage with your customer during this stage. With the example above, content discussing how to pick the right television would be ideal for engaging with the consumer. When dealing with technical information about your goods or services, whitepapers, and statistical reports also can be effective during the awareness phase.
During the store visit, the store representative should ask the specific needs of the customer and should recommend the right products.
The customer engagement during the awareness phase is a bit challenging as the scope of control for the companies is bit broad.