Behind the word engagement lies something every company, brand, or business seeks in its relationship with consumers: the attraction that turns them into customers, and the loyalty that keeps them coming back—regardless of trends or special offers.

What is engagement?

Engagement is the degree of attraction and commitment a consumer shows, based on their interactions as a potential customer with a brand or company. In other words, it refers to a company’s ability to build a strong relationship with both prospective and existing customers.

Why is engagement important?

In today’s competitive, fast-changing world, with so many alternatives available to consumers, boosting engagement is critical for standing out when products or services are similar:

• Customers who are engaged with a brand spend up to 40% more.
• 55% of loyal customers recommend brands to their family and friends.
• It costs 7 times more to sell to a new customer than to an existing one.

How to foster engagement

There are certain fundamental strategies that never fail and form the backbone of any company’s ability to build loyalty:

Customer service

Good service is the most valued aspect for any customer—especially when something goes wrong. That’s why it’s essential to be in constant pursuit of excellence. This could mean streamlining the contact process, anticipating potential problems, removing obstacles to returns, or extending customer service hours.

Product or service

If the product or service doesn’t meet expectations, there’s little else you can do to win a customer’s trust. If what you offer is the best it can be, everything becomes easier—but if it isn’t, it’s crucial to be honest and communicate it properly. No one expects premium results at rock-bottom prices, but there’s always an expectation that needs to be met.

Communication

Fluid, honest, and transparent communication builds trust. And trust is the first step for a customer to start or continue a relationship with a company. This can be achieved through personalized messages, direct interactions with customers, or by leveraging new communication channels such as social media.

Added value

The feeling of getting more than expected is always rewarding. That’s why it’s worth giving your very best at all times. One way to do this is by offering gifts, discounts, and promotions—but the most effective way is by showing effort, passion, dedication, and a genuine focus on customer satisfaction.

Business intelligence

Data speaks. Along with other ways of gathering customer insights, it provides a reliable and unbiased thermometer for what’s happening in the business. Data analysis can help create customer profiles, identify the most profitable niches, confirm hypotheses, and much more—all of which improves interaction.