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HOW CUSTOMER ENGAGEMENT IMPROVES YOUR B2B COMMERCE?

30 May, 2022 5 min read

HOW CUSTOMER ENGAGEMENT IMPROVES YOUR B2B COMMERCE?

“People do not buy goods and services. They buy relations, stories, and magic.”

    (Seth Godin)


Do your customers like to communicate with you? Do they feel connected with you? And most importantly, do your customers refer your product to their family and friends? If you have ‘NO’ to any of these questions then it is very much clear that your organization lacks in CUSTOMER ENGAGEMENT. This is one such tool, avenue, or strategy which is used for ongoing communication with customers, across all touchpoints they have with your business.

This is one such method that not only targets your audience but also offers them compelling and valuable content to capture their attention and keep your business at the top of their mind at every stage of your customer journey. So let's start the discussion of the hot topic of the day that establishes the core of the business growth!

 

WHAT IS CUSTOMER ENGAGEMENT?
 



In a layman's language, this term can be defined by a very famous deliberation of “Paul Greenberg” as an ongoing interaction between the company and customer, offered by the company and chosen by the customers. This is a very simple justification for business administrations to understand the concept of engagement that is built with customers to establish long-term relationships.
 

This explanation may vary from business to business because it defines the process of the administration that can help them to direct in a profitable direction. There are two fundamental reasons to build customer engagement:-

  • Generate new leads due to better communication between both the parties, i.e, organization, and customer.
  • Stay in connection with the existing customers and generate high profit by building more new customers.

 

WHY CUSTOMER ENGAGEMENT IS THE CORE OF EVERY BUSINESS?
 



Engaging with real definers of the business is as important as developing new ideas for the organization. And they are only the Customers. Every product and service is described as GOOD only if it is capable of satisfying the needs of the user. But even if the product is made appropriate for the consumer, the role of the organization is not done! They have to keep this point in mind that a regular interaction must go on even after the product has been delivered and used satisfactorily by the customer. This regular interaction through various means is called Customer Engagement.

 

Rannkly has given 4 important reasons for building Customer Engagement with the users of the product or service:-
 

1.INSTANT ACCESS TO COMPARISON PRICING AND USER OPINION
 

When a company communicates with the customer then they are comfortable forming an opinion about the product as well as the organization. They don’t lack any communication from the other end and can rely on the service provider for future products and services.

 

2.CAN MAKE THEIR EXPECTATIONS OF WHAT THEY WANT AND HOW THEY WANT
 

While in the communication, through various means and on different platforms, the customer can raise their point of getting different kinds of services that suit him/her the best. They can have their expectations because they find it comfortable to communicate and share their valuable opinion in the form of feedback.  

 

3.EXPECT PERSONALISED TREATMENT
 


This is not only for the user of the product and service but the organization can also offer personalized treatment to the customer. Everyone loves when they are treated specially. So, when a person is treated with special importance and their opinions are valued on a public or private platform then it creates a good impression of the organization.

 

4.TRUST ON OPINION LEADERS RATHER THAN BRANDS
 

Communication affirms this ideology that building a relationship can bring better conversions than just advertising the features of the product. So helping the customers to form an opinion will help them to build logic behind the emotion of the product. As it is very clear that a product is purchased for its usability rather than the emotional effect of the advertiser, a seller must keep this concept in mind before the product.

 

WHAT ARE THE POSSIBLE CHANNELS OF ENGAGEMENT?
 

Building good communication with the authentic buyers of the product is just like future investment, it may take time for building better relationships but will benefit in the future. The most possible channels for the customer engagement are:-

  • Email
  • Social media
  • SMS
  • Website

 

HOW CAN AN ORGANISATION BUILD GOOD CUSTOMER ENGAGEMENT IN A B2B SYSTEM?
 


 

Rannkly has shared its 5 most valuable methods of how an organization can emphasize customer engagement and build better status of relation with them where both the parties can trust and value each other. Let’s discuss each one of them with some special strength.

 

COLLECT CUSTOMER FEEDBACK TO PREDICT THEIR BEHAVIOUR
 

An organization must focus on the particular needs of the customer and try to understand their behavior regarding the expectations from the company. This can be dealt with by going through the buying-purchasing history of the consumer and what kind of service he/she expects from the organization.

 

INDUCE CTA’s IN THE LANDING PAGES
 

CTAs are an important part of the website of the organization as well as creating better customer engagement. They are certain buttons that are present on the website of the organization that led the user or viewer to take any action that he/she intended to but are specially created by the companies to make the viewers take the action they want them to take.
 

CTA’s can be in different forms like ‘call us now', ‘free trials’, ‘free reports’, ‘demo’, etc. It helps the organizations to make its users take relevant action by which they can target possible leads on the go.
 

PERSONALISE THE SUPPORT
 

Once the businesses can generate more profits, they start becoming indifferent toward their customers and stop valuing their opinions. But this should not be done in any case as this creates a bad impact not only on the brand but also on the decency towards the customers.
 

The organization must try to communicate with the customers on a very personal level so that they can easily communicate their issues and the organization can solve issues with the right solution.
 

USE TESTIMONIALS AS A METHOD OF BRAND PROMOTION
 

Testimonials are an effective method to bring more audience and potential customers because it gives the most valid reason to people for the product. When there is a B2B commerce structure in a company then direct referrals don’t create a major impact. This is because testimonials become a better trust factor for the recommendation to other potential clients. They come from a trusted source line and have the most logical reason to go for that service or product.
 

FAST RESPONSE TO NEW LEADS

Once you receive positive feedback from anyone then you should never lack in giving him/her a fast and quick response to their issues. They usually have issues regarding logging in and explanation of a new feature. So, try to be as quick as possible in responding to their query because in the very initial phase they are in a testing phase and if they face any lack from the organization’s end then they may discontinue the service in the future.
 

So, what is customer engagement in your opinion? Is it a better and most genuine method to generate leads and Social Media tool continue with existing customers? Comment down your views in the comment box and visit other exciting blogs on rannkly.com

Yashu Raghav

Yashu Raghav

Content Writer

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