Customer Experience

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May 16, 2019

Customer Engagement: How can brands give as good as they get?

by Jake Burgess

How to structure powerful customer communications that deliver more Imagine receiving a survey with the following question: “Would you like to spend $X million by passing this bond?” How would you answer? The likelihood of a negative response is high if you don’t know enough to give an informed answer. Now imagine if the question was phrased this way: “This fall, a bond to fund safety improvements in the local traffic infrastructure is under consideration. The overall cost of this bond is $X, and will be spent over A years, in B projects and C neighborhoods. Overall, at this time, how supportive are you of this bond?” In this case, you can give an informed response to this query because the what, the why, and the how are included. Best-selling author, entrepreneur, and marketing guru Seth Godin once said, “Communication is a path, not an event.” Engagement approached in this manner is more effective because it creates dialogue, builds relationships, fosters brand growth, and encourages loyalty. How communication builds loyalty—and how you can improve it Customer loyalty is paramount to a brand’s success. Building it should always be a fundamental goal of any business. One way to build loyalty is by paying attention to how your communication with your customers is structured. 1. Know what makes you unique What problem does your product or service solve better, faster, and more efficiently than anyone else? That’s your unique selling point (USP), also known as your unique selling proposition. Effective customer communication […]

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