Warm and friendly, but respectful about what you don’t yet know. The tone you should aim for is akin to leaving a voicemail for an aunt you only ever meet at family celebrations. No one likes overfamiliarity from folks they’ve never met. We know they are likely to get better engagement than something that looks like it was sent to the masses.Ī word of warning, however – it’s possible to come across as too personal when you don’t know the customer. Replace company logos with photographs of real individuals, which helps make a personal connection.Īt Intercom, when selecting the type of message to send to our customers, we often use an in-app chat style message or a simple plain text email, because they feel handcrafted and direct. At a minimum, address people by their name. Adopting a personal tone can make all the difference in improving customer relationships. We’ve all become experts at ignoring messages that aren’t meant specifically for us. “Give us another try and we’ll knock 25% off your bill for the next 3 months.” “Since you last logged in 5 of your friends have signed up.” Pique interest by telling people about their account, e.g.Describe improvements you’ve made to your product, e.g.Here are some examples of clear, accessible language: No matter if your company is B2B or B2C, keep your business communications action-oriented, and quickly explain what you want the reader to do. Clarity makes your writing easier to understand, easier to retain, and more enjoyable to read, and all of that makes your readers happy. When you get to the point quickly, your messaging becomes instantly clearer.
5 customer engagement best practices that drive results 1. For a productivity app an engaged customer should be logging in every day to add and complete items, whereas for tax software, an engaged user might only log in a couple times a year. It sounds straightforward, but the nuance is that there is no single quantifiable definition of engagement across different products. Above all, the best customer engagement feels conversational – a friendly back-and-forth exchange that builds trust and confidence at every step. The channels can vary, but at Intercom we focus on a wide mix of messaging types such as email, in-app messages, Product Tours, Mobile Carousels, and customizable bots. Successful engagement depends on sending the right messages, to the right people, at the right time and place, to help them get to a desired outcome. It encompasses all customer communications over the course of the customer lifecycle, and aims to help customers get maximum value from your product while strengthening their ongoing relationship with your company. What is customer engagement?Ĭustomer engagement is the process of building a relationship between a business and its customers.
So how do you know what your messages should look like to be as effective and engaging as possible? Below, we share key best practices for successful customer engagement, the anatomy of a good message, and a few examples to get your juices flowing.
Even with an easy-to-use visual campaign builder that makes mapping out your messaging strategy effortless, you still need to make sure you’re hitting the right notes with your communications. This means crafting a messaging strategy that truly engages its recipients on a regular basis, creating an outstanding customer experience that exceeds expectations.Ĭreating a great customer engagement strategy is one thing, but implementing it is another. This is where having a solid customer engagement strategy comes in. In the world of recurring revenue, more and more companies realize they need engaged customers if they are to grow a healthy, sustainable business – you have to win over your customers month after month to survive and grow.
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