A successful mobile business strategy requires the transformation of the way the business operates to capturing the perfect “mobile moment”. As the success of the company is determined by quality of listening not the quality of speaking and the most successful companies keep customer engagment at the forefront of the company the creation and maintenance of engaged customers creates for a strong brand advocate. Technology research and advisory firm Gartner provides us with the four attributes that increase customer engagement.
1. Personal and Active Engagement
Though many companies are finding it cheaper to reduce customer engagement, in the long run positive customer engagement and timeliness of communication with customers creates a broad range of contributions. Curious as to how the customer is using a product? With an increase of active engagement, companies and their respective consumers gain a greater sense of co-creation, working together and it’s the opportunity to be with your consumer in their day-to-day lives creating a dialogue which leads to exclusivity.
From an organization’s perspective, active engagement requires flexibility and timeliness through adapting to the changes in customers, processes and technology. Technology can increase participation in peer-to-peer support communities and ultimately increase user experience.
Co-Create marketing and engagement strategies with consumers. Crowdfunding also known as crowd sourcing is becoming more and more prevalent take for example Mountain Dew’s campaign to choose another flavor of its drinks. Reaching out to the customers, by doing so the customer is already invested in the result before marketing is done. Giving the consumer a part of the decision making being creates loyalty. Loyalty then translates to Sales.
2. Honest Values and Ethical Decision - Making
In the past, ethical engagement has been optional, however as of late, there is an increased exposure of decision making and honesty in values. Corporate Social responsibility has been integrated into the business model and shows the impact of the company’s actions through its activities on the environment, its consumers, communities and the employees.
3. Customer Participation and Knowledge Availability
Rational customer Engagement is the involvement of a customer in accumulating lessons on a product or service and conducting additional fact-finding and research. Key examples of this include engaging in co-creation, customer panels and customer participation in self-service communities. Their level of engagement is linked to the rational elements associated value, quality, detail and innovation of the product.
4. Trust and Commitment
Emotional Engagement, as suggested by Gartner, is more powerful than rational engagement. Though, it may be difficult for companies to measure the emotional impact of a company on the consumer, it’s breadth is great. Customers establish an emotional connection with companies based on shared values and a common goal - enjoyment, empathy, contentment, understanding.