The world feels like it’s becoming more and more technical by the day, and sometimes by the hour or the minute. Technology and information are advancing rapidly, and as they continue to evolve, so too will their place in everyday life. The technology integration trend can already be seen in a myriad of ways. From how we communicate, to how we shop, and even how we work. The prominence of remote work and the virtual economy was heightened during the last few years of the global pandemic. When COVID-19 hit, society began a swift transition into a virtual world. Many organizations and individuals were more than ready for this shift. However, this wave blindsided many others. The consumer segment considered to be digitally native, were largely ready to embrace this new technological and virtual era. This is, at least in part, due to some of the ways technology has already been integrated into everyday life for the past few decades. The generational gap between those born before smart-technology or the internet, and those who were born with it readily available, is more than just ideological. Being introduced to technology and information as early on as new generations have been, there are actual fundamental differences in thought processes. This is important to understand when considering how to develop organic customer engagement with a modern audience.
Social media, for instance, has changed the way that the average person copes with patience. Certain aspects of social media reinforce the value of instant gratification, for example, which leads to shortened attention spans and a less engaged audience. This adds even more value to building successful customer engagement strategies that captivate and engage the target audience while also driving consumer action.
Customer Engagement Strategies
Attention spans are fleeting, engagement is valuable, and consumers are turning toward digital and virtual solutions at a record rate. This begs the question what strategies a company can implement to boost customer engagement and reap the related benefits. In a digital world where the majority of the economy is virtual, organizations that want to compete in the modern marketplace must enable themselves with a comprehensive virtual presence. This means creating a brand reputation and presence that extends beyond the confines of a singular website, and utilizes other virtual platforms to welcome, encourage, and stimulate consumer engagement. For example, modern brands need to incorporate social media strategies into their regular operations. This in and of itself has a few different aspects that should be considered and accounted for when creating a comprehensive virtual brand presence aimed at increasing customer engagement. The first part of using social media as part of the brand strategy is in the actual content creation and content marketing aspect. This means ranking for hashtags, creating posts and stories that the audience interacts with, and finding ways to interact with the community. The other half of utilizing social media is the paid advertising side. Brands can run promoted ads and use other marketing tactics through Facebook, Instagram, and Twitter, in order to increase their audience base and elevate consumer-to-customer conversions.
Another major aspect of creating organic consumer engagement in the modern digital era is the use of content and content creation. Brands use content of many different varieties, and they are becoming more and more creative with how they use this content as well. Content marketing is a unique marketing strategy as it allows the brand so much freedom in positioning, tone, and medium. A popular example of content that brands use regularly in order to establish industry authority, engage their audience, and bring additional value to their customers is through blogs. Even within blogging, or other content creation mediums, there is still a wide range of formats and styles that brands can employ to be unique, personable, and engaging.
Communication is another major piece of the customer engagement strategy, as the modern consumer prioritizes efficiency and transparency in communication. Creating effective channels of communication that are both efficient and allow for a scaling business improves the customer experience and builds value into an organization's workflow.
Optimizing Customer Touch Points and Communication with CCM
In a mid-tier or scaling business, it can be difficult to keep up with the influx of messages and customer journeys that are on-going and seemingly endless. This is where a CCM solution comes in. Customer communications management software brings a suite of operational tools to an organization's communication staff that are designed to optimize the customer experience. In creating a comprehensive virtual brand presence, an organization naturally creates a flurry of new potential touch points between the organization and consumers.
Traditionally, these touch points would need to be handled manually which puts a ton of work on the shoulders of the communication staff. By implementing a CCM system, however, many of the regular communications that customers need to receive can be automated from customized templates so that the messaging still feels human, empathetic, and organic. Additionally, CCM can optimize the additional customer touch points created by new virtual brand strategies, like the utilization of social media.
A Few Final Words
Customer engagement is an extremely valuable currency in the modern world. This is partially due to the virtual and remote nature of the marketplace and economy that has developed over the past few years, but is also a product of market saturation. With so many competitors offering the same services, consumers have their pick of the litter when it comes to providers, so to speak. By integrating a sophisticated CCM system and optimizing the customer touch points no matter where they exist, an organization is able to create a highly effective customer engagement strategy.
A sophisticated CCM, like that offered by Topdown Systems, will give you and your staff the tools you need to optimize your communications strategy with features aimed at boosting levels of customer engagement and bolstering the customer experience overall. With shifting communication trends, having a flexible CCM software that offers a reusable content library and a suite of other communication centered features powered by AI, business logic, and automation, is essential to elevate your entire communication strategy.
For more information on document generation software, communication best practices, or anything else on CCM software, keep browsing Topdown System’s content library.
