Module 1: Develop and maintain a customer engagement marketing strategyUnit introductionIn today’s dynamic business scenario, companies are connected with their customers in many ways like social media,advertisement, word-of-mouth, customer service centers etc. Today’s customer would like to have a better knowledgeabout a product including features, benefits and value for their money. Customer engagement has now become an integralpart of any business.Customer engagement is related to how a company encourages its customers to interact and share their experiences withthe company’s representative about the products and service they have received. Companies that have a system andprocedure for customer engagement are more focused on creating value for their customers rather than extracting therevenues from them. These are the companies that know how to engage their customers by providing them with real valuefor their money through an exceptional end-to-end customer experience, great content or strong customer support todeliver more than the traditional sell.Some of the strategies companies can have for superior customer engagement are given below:? Provide opportunities to customers to be part of the brand promotion. This can be done by establishing andallowing them to put their views, comments and feedback regularly on company blog and website. Use their audiovideo in the website as their testimony.? Regularly conduct webinars to educate customers about new product development, new marketing strategy,customer services available. Make them participate in the webinars.? Companies can have some e-learning activities free of cost to the customers. Provide certificate of participationand some gift token to the customers once they complete the e-learning. Also give opportunity to them to sharetheir experience about their leaning in the company website.? Find a personnel within in your company who is passionate about your brand and a natural communicator, as acustomer service representative. They can engage your customers in a better way.? Develop a culture of customer support within the company across all levels and departments. You need to beaware that your customer support team is the frontline of your business. You need to empower them to share theirunique and innovative ways to provide excellent customer service. Recognise them in the company meetings withthe actual feedback they have received from the customers. Reward them for their work.? Make a system to provide opportunity for customers to leave their comments and feedback 24/7. Have an onlinesystem or toll free number to be used by customers.? Collect customer survey regarding they are satisfied with company products and services. Analyse the feedbackdata, thank customers for their feedback, implement the changes suggested and let customers know about thechanges made.
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