How businesses are keeping their customers engaged online during COVID-19
Amid the Corona Viruses, retail stores are being forced to shut down, brands suddenly faced an issue they never had before - How can they still keep the customer engaged without their brick & mortal store?
Table of Contents
- Understanding What is Customer Engagement
- Why customer engagement is important
- Planning for Customer Engagement
- Examples of what brands are doing
Understanding what is "Customer Engagement"
First, it is essential to know that every business has its definition of "Customer Engagement." Hubspot defines Customer Engagement as:
"Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer."
While David Pennington from Microsoft defines it as:
"A system that adds value for the users, the people on the front lines—the people who are out there talking to your customers every day. We envision systems that are outcome-driven, focusing on results as much as data. Systems designed to help people actually accomplish the things they need to do. When we make this shift, we're empowering our people to engage with customers."
To execute a successful engagement strategy, your company first needs to lay down what is the very definition of Customer Engagement and ensure it matters to your brand and business. This also can help align you align with your team, allowing them to work towards the same goal.
Why customer engagement is important
Customer engagement is important as it is the pathway to customer loyalty, purchase, and word of mouth for your brand. A study has shown engaged customers also showed to brings in 23% more revenue than average. In addition, as many businesses require customers to purchase more than once, not having a customer engagement strategy in place is not viable for long, sustainable growth for most companies.
Planning for Customer Engagement
The first step to successful engagement is to have the right plan in hand.
1. Knowing your Goals
When it comes to Customer Engagement, having a good understanding of your is perhaps one of the most crucial tasks before executing a Customer Engagement Strategy. Are you planning to increase your revenue by 30% by next year? Or are you looking to increase the average order value by 20%? Make sure your goal is well-communicated across your team and, at the same time, is realistic and achievable.
2. Analyze your Data
After having a goal, data analysis should follow. There are many types of analysis that can be conducted to discover metrics that are important to achieve your goals. The three analyses we frequently used are Magic Number Analysis, Customer Journey Analysis, and Problem Analysis. You can read more in-dept on how to conduct these analyses over here.
Regardless of the type of analyses you use, the goal here is to discover what are the online channels and metrics that matter to your customer engagement strategy the most.
3. Creating realistic KPIs
After conducting the analysis and discovering what metrics requiring improvement, it's time to set a KPI for them. Ensure you set realistic KPIs as unrealistic KPIs might demoralize the team and hurt your organization.
4. Execute & Optimize
Launch your campaigns, review the performance, and optimize it for the next execution. We will cover more about customer engagement strategies at the next few points.
Examples of what brands are doing
Here are a few real-life examples how brand engage with their customers online usually and during the COVID-19 situation.
ZARA is perhaps one of the quickest to act when it comes to COVID-19 situation, which is something surprising least to say. If you are a fan of the behemoth in the fashion industry, you will notice ZARA rarely update their homepage based on a current event.
2. ZALORA Malaysia
ZALORA is the largest fashion marketplace in the South East Asia region. They made sure the viewer of products understands sales is going on by putting a banner on top of the product image. This ensures users do not purchase the product without knowing a sales is going on.
3. JD Sport Malaysia
JD Sport is a British sporting company that sells limited-edition sneakers from big brands such as NIKE, Adidas, and Puma. Their Malaysia branch recently created sales on their website to inform visitors to stay at home by starting a sales called "Stay at home."
On the other hand, they also ensure to keep their customer engaged on their site by displaying a pop-up in the middle on the product showing how many customers have viewed the same product in the last few hours.
NIKE's newsletter sign-in form forces users to insert their "date of birth" and "Shopping Preference," ensuring they know more about their needs by sending highly relevant products to users based on their age and gender. This also enables NIKE to deliver a special birthday discount to users on their birthday.
GoJek put up a huge banner on their website, informing visitors of the importance of staying at home during the COVID-19 crisis is not only for themselves but also for the family.
6. Adidas Japan
With the recent chain of announcements from different prefectures in Japan urging residents to stay home, Adidas was quick to act and created a whole new category called "Home Wears."
7. Poplook Malaysia
An e-commerce site selling ethnic clothing provided a very informative situation when delivery and return can be done.
8. Celebrity Fitness Indonesia
Celebrity Fitness, an Award-Winning Fitness Chain in South East Asia, engage website visitors by showing a banner to invite visitors to sign-up for a free trial after viewing a few pages.