We all have a love-hate relationship with business conversations. On the one hand, it offers a standard set of terms that allow us to communicate effectively and there is no denying that it saves a lot of time. The problem with companies is that while it helps get everyone on the same page, it can also be misleading. Especially when two terms sound very similar and are often used interchangeably. This is the case of Customer engagement and customer experience.
Both are extremely important in establishing healthy and symbiotic relationships between the brand and the customer, but this would only be useful when the right goals are set and the action plan is determined to match the right term. Do you want to know what customer engagement and customer experience encompass and how they differ? Don’t miss this post!
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Customer Experience Management Guide
Differences between customer engagement and customer experience
We tend to overestimate our knowledge. So here’s a little quiz to see if you know the difference between customer experience and customer engagement:
If a customer writes a review about your brand saying they enjoyed the latest campaign which contributed to the overall “fun” vibe of the company, we think: is it appropriate to describe this as a customer engagement or customer experience?
A customer success representative contacts an existing customer to ask them to rate their last social media interaction with the brand. Is this an example of customer engagement or customer experience?
Finally, a brand sends a survey to several customers, asking them to describe their perception of the company in one word. Which term best describes the ultimate goal of this practice, customer engagement or customer experience?
Now, let’s take a step-by-step look at what each means.
The term “customer engagement” is most often used to describe direct customer interaction with the brand. This can be initiated by the customers themselves. For example, by contacting the brand’s customer service, visiting a place or mentioning them in a Tweet.
Trademarks can also limit customer engagement to in-store interactions and mandatory customer satisfaction audits, such as surveys and point-of-sale promotions. However, it can hurt long-term brand loyalty and customer experience. Therefore, it is important to consider opportunities for customer engagement throughout their journey with the brand.
With the adoption of social media by most big brands and small businesses, the best practice for customer engagement is to interact with customers in a way that relates to their daily lives. This is facilitated by social media channels, which allow brands unrestricted access to customers and their daily lives.
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In addition to open lines of communication, social media offers the benefits of analytics, which helps brands focus on their target audience and discover the effectiveness of their messages. For example, social customer service, additional real-time output for problem solving and improvement suggestions for customers.
Social media campaigns can help increase brand awareness and reward customer loyalty, and more.
While customer engagement typically happens at certain touchpoints, such as upselling, satisfaction tracking, and if good, regular check-ins on the brand’s social channels, the customer experience describes the individual impression of the brand after all these encounters. The customer experience is built throughout the customer journey and includes all stages of this journey, from the first acquaintance to the end of the relationship with the brand.
It involves so many stages of the customer journey that customer experience management is a science in itself. If you are an SME owner or manage part of the customer experience, knowledge is the key differentiator for your brand.. This involves knowing your customer base, your products and services and creating a unique brand culture.
The widespread adoption of social media for customer engagement actually allows businesses of any size to develop a marketing strategy. customer experience management which is effective and easy, depending on the budget.
Determine which profile will be used to showcase company culture and which will be used primarily to tell stories behind new products or services. Of course, all of your channels should be used for customer engagement, but you can go one step further and create a separate help account that specializes in customer inquiries and troubleshooting.
Finally, your social media channels are a great way to bolster your email marketing strategy, whether you use them for newsletter distribution or customer experience surveys.
The main difference between customer engagement and customer experience
Although these terms are often used interchangeably, the difference between them can make or break your brand’s reputation. The customer experience is an emotional connectionor how the customer perceives your brand, and that’s something you can’t control.
However, we can help you shaping customer experience through customer interaction. Beyond the point of sale. For example, via social networks, regular surveys and questionnaires, targeted advertising campaigns, etc. All the examples mentioned fall under the category of customer engagement.
What did you think of this article on customer engagement and customer experience? Leave your comments and share!
Finally, if you are interested in the evolution of user interaction and are deepening your knowledge or specializing in customer experience, we recommend the Post-graduation in UX with which you will acquire the skills necessary to become an expert in customer experience and data analysis. We are waiting for you!
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LinkedIn is adding a new product showcase element to user profiles, allowing users to highlight specific products and projects they’ve worked on in different roles, while also updating its newsletter functionality with some new features. additional connection.
First, in product lists: You’ll soon be able to add the products you’ve worked on as a sub-item in your experience lists.
As you can see from these example screens, when you go to edit an item within your ‘Experience’ section, soon you’ll also be able to add products that you contributed to in your time with the organization. Those links will also connect back to the corresponding product page on your company profile, adding another avenue for discovery of your brand.
But of course, to add a product to your profile, you’ll need to list it on your company page first.
LinkedIn added Product Pages in 2020, as a means to help companies showcase their product offerings and highlight key features.
This new option is an extension of the same one, which will give users more ways to show their experience, while helping LinkedIn to expand its data banks, with information about people, companies and products collected within the application.
That could open up new marketing opportunities — through direct promotion of product pages, for example — while also giving LinkedIn more specific insight into the products people work on under different job titles. That will provide more data points to match users with relevant job openings and career paths, and this additional display capability will also put more onus on brands to include product pages in their listings, so people can include them in their listings. experience.
LinkedIn is also looking to improve its Newsletter product, with a new option to include @mentions and #hashtags in Newsletters and articles to help maximize engagement.
As you can see in this example, the functionality will work similar to tagging in other apps, with the system automatically listing potential entity matches when you enter an @ or # symbol.
As LinkedIn explains:
“In the coming weeks, we will implement the ability to @mention members and pages within the copy of an article or newsletter, allowing contributors to help further distribute your content. You can also include #hashtags in your articles to enrich your content and help readers discover like-minded communities on LinkedIn.”
Will that help improve range?
Well, probably, if, say, you’re mentioning people, they’re likely to engage with your post to show gratitude for the mention. Hashtags remain a mystery on LinkedIn, from a reach perspective, but you could see your post added to relevant communities and conversations, which could have several benefits.
LinkedIn initially launched its Newsletter functionality late last year, building on the growing popularity of connecting directly with its audience, and so far LinkedIn says 28 million of its members have signed up to receive newsletter updates from its brands and chosen creators.
Which is only a fraction of their 800+ million members, but still plenty of people willing to make a more direct connection through the option.
Finally, LinkedIn is also adding the ability for Company Page admins to reply as their brand to any post in the app.
As you can see here, admins will now see an account switch option when they go to reply to a post in the app.
“We know that a brand’s content is just one part of how their voice comes to life on LinkedIn, so we’re introducing the ability for Pages to reply as the brand to any post in the feed, regardless of whether they’re @mentioned or not. Follow the hashtags used in the post. By joining these conversations, brands can share their unique perspective, reach new audiences and grow their following.”
That adds another simple way to drive brand connection and engagement, which could come in handy when looking for ways to establish the brand experience and build a community.
Each update has a variety of potential uses, providing more ways to share your expertise and work. And with LinkedIn engagement at record levels, it’s definitely worth considering how you can improve your connections on the app.
The Products in Profile feature is currently in early pilot testing and will become generally available in a phased rollout in the coming months.
Instagram Stories is one of the most successful formats in social media history. Today, more than 400 million accounts use this feature daily.
For brands, Instagram Stories is so popular that a third of the most viewed stories come from businesses. Including Stories in your marketing strategy is a “must” for many brands. So that you can make the most of it, we leave you with 20 techniques to improve the engagement of your stories on Instagram.
The current context and the need for immediacy on the part of users make it essential for customer service to be increasingly fast, so betting on a chatbot to increase engagement seems to be a primary action.
Many users claim that using virtual assistants and artificial intelligence improves the experience when interacting with a brand. This happens mainly because the chatbot reaches where human labor cannot.
In general, bots are systems that provide a good experience, maintain communication, give correct answers and are available around the clock.
Now, if you’re wondering how a brand can use this strategy to improve their engagement with customers, there are several things you need to consider.
Use a chatbot to increase engagement
Engagement is a way to make customers fall in love with a brand. When it’s effective, people spend more time on it. In this specific aspect, a chatbot can be very helpful.
Knowing that time and interaction with a brand on social networks, or on the web, determines the connection with it, a chatbot can help people stay in interaction longer, without becoming invasive or redundant.
All you need to consider in this case is that the bot you are installing has significant resolving capabilities. There are already bots that maintain consistent conversations and respond to users without human intervention. This is important, since less up-to-date programs can become a chore more than a solution for customers.
You can use push notifications
Among the strategies to improve the connection between the company and the community, many options are available, push notifications being one of the most effective. These can be linked to a chatbot to increase engagement.
When users receive a push notification, they receive a very short and impactful message that is related to offers, promotions, studies of their research or intended to improve the user experience.
The most common is that they are received on phones and tablets. However, there are already some for smartwatches and for web pages. The idea is to improve retention.
These messages are intended to generate a reaction. Most likely, they will prompt you to spend more time in an app or generate a specific action. If your message is focused on improving engagement and invites on your website, the user may be received there by your chatbot.
The idea is to double the time and user retention in your channels. This way, you’ll have more presence in their minds and a better chance of making conversions and sales.
Take into account the personalization of the chatbot
A chatbot to increase engagement must have the right settings to be effective.
All customers want and must receive first-rate attention, completely personalized and aimed at resolving their doubts. It seems a bit complicated with an automatic and standard tool, but the truth is that it is very simple.
If you resort to the help of artificial intelligence (AI), you can achieve many customizations with a bot. These tools are able to quickly process data to anticipate the answers your customer needs.
For this, the configuration is essential. The programming of the chatbot is done with human staff, clearly, which is why you must analyze two factors very well: what are the most frequently asked questions and how you can double your engagement time while answering these questions.
Now, the AI must guide the customer, in the event that his doubt is very specific, it must be transmitted, without detours, to the human staff. Only then will you improve the user experience.
A retargeting strategy can be your best friend
All conversion efforts will be wasted if you don’t have a consistent retargeting strategy. This involves repeatedly impacting the same prospect so that the conversion or sale is finally made.
This is related to the hard work of the chatbot because once the user interacts with you, it will leave traces that you can follow to impact it with the right advertising strategy.
This step applies to both users who visit your website and those who see your emails. The point is to have a previous interaction.
Here, the important thing is to take into account the previous point. yesIf a correct personalization of the chatbot is carried out, you will have the necessary data to manage a type of advertising that meets your expectations.
It’s a strategy that targets a very small group but has one thing in common: they are very interested in the brand. According to some professional data, the return on investment of these campaigns is around 300%.
The final key to retargeting is a well-configured chatbot and cookies. Next comes professional interpretation.
The chatbot to increase engagement can also be conversational
Another very viable option is to use a chatbot to increase engagement using a conversational interface, i.e. the bot can talk.
This option is not really new, but it can bring important results. These types of systems also allow a configuration that serves as a filter to solve problems or doubts of users., at the same time keeps the conversation open. Here there is the option to transfer the conversation to a human agent that complements your needs.
This tactic is widely used in so-called telemarketing and also increases interactions.
Complete purchase processes with a chatbot
There are so many possibilities for programming a chatbot that it would be wrong not to take them into account in your marketing strategy. Among them is the guide throughout the purchase process.
As you already know, most people don’t make a purchase the first time they contact a brand, the conversion process requires trust and smooth communication.
Once the sale is made, a brand-customer link is generated, a function of good engagement.
The bot will give your customer a personalized welcome, he will ask all his questions and if everything is resolved correctly, he will become a buyer. If your chatbot inspires the person to decide to buy at that moment, it is already considered successful. However, there are still a few steps to go.
For some visitors, shopping online can be something unfamiliar or complicated, this is an obstacle that your bot can eliminate. A good channel will manage to guide the prospect towards the purchase, for that you need the right questions and options.
Today, around 80% of users need help or advice when shopping online. Can you imagine what you can achieve with a chat that solves everything and guides your users step by step in a personalized way?
This will undoubtedly generate a more pleasant shopping experience, equal to satisfied customers.
Install a chatbot to increase engagement by following up
If you’ve already made a sale, shipping is also key to finishing an experience with a score of 10.
Once your user has made the purchase, they deserve to follow up until their product is in their hands. This is another advantage of the chatbot, which also implicitly improves engagement.
You must collect shipping data and be able to respond in real time on the status of the package. Your bot can also guide your customers through this process so they know how their purchase is going and how long it will take to get to their door.
It’s a bit of an elaborate task, but well worth it, as it will create an unbreakable bond between your brand and your customer.
Other benefits of using a chatbot to increase engagement
In addition to those already mentioned, using this tool will provide you with the following:
- You optimize your team’s time.
- Minimize your payroll costs.
- Capture qualified leads.
- You visualize at which stage of the sales funnel a customer is.
- You collect data to optimize campaigns, segmentation and offer discounts.
- You maintain a fluid and personalized communication.
- You improve the user experience.
- You double the interaction time.
- You increase sales.
- You multiply the recommendations between people.
- You customize push notifications.
- You guide the retargeting strategy.
- You evaluate user behavior.
As you can see, using a chatbot has many important benefits for your digital marketing strategy; it’s all about getting the configuration right. Asking the right questions will help your users improve their experience and connect better with your brand.
In this strategy, everything influences, you just have to execute it correctly. All the previous steps are aimed at improving engagement because they build customer loyalty and, moreover, keep them connected with you, remember that.
If you need advice on installing a chatbot and improving your Digital Marketing strategy, Antevenio We have the solutions you need. Our team of professionals is trained to take your brand to the next level. All you need is to contact us as soon as possible and we’ll start working on your plan for the future.
As it continues to lose ground to TikTok, where people are spending more and more of their time on social media, Facebook is constantly trying to find new ways to keep people engaged and glued to its app.
The Social Network’s latest experiment on this front comes in the form of new Story-like notification bubbles within the Notifications tab, which alert you to new posts shared by your connections.
As you can see in this example, shared by a social media expert matthew navarraSome Facebook users on iOS now see these new alert bubbles at the top of their notification stream, serving as quick links to the latest posts from their connections.
As you can see in the second image, when you tap on one of these profile pictures, you’re taken to a list of the latest posts from that user, making it easy to keep up with updates from that user specifically.
It could be a good way to maximize engagement and remind users that their most important connections are active in the app, while also helping to avoid potential algorithmic reordering issues, which could cause you to miss certain updates.
Or it could be a handy way to catch up with your best friends and what they’re posting, but at the same time, you feel a bit needy from the app, using Stories-style notifiers to drive engagement in the app.
I mean, it seems to have some practical value, so it’s useless. But as noted, with more recent statistics showing users spending much more time on TikTok, Facebook really needs to work on providing some more compelling reasons to keep people around, rather than just checking in every day and sticking around. . to stay on top of the latest important news from friends and family (or just make sure they don’t miss someone’s birthday).
This is the key element missing from Meta’s own reporting: As Meta shared last week, Facebook added 31 million more daily active users in the first quarter of 2022, bringing its total DAU count to 1.96b.
Which is great news for Facebook, especially considering that it reported a quarterly decline in daily activities in its previous update. That announcement sent Meta stock crashing, and while it’s now seemingly back on track, with the trend graph pointing up once again for users, the data Meta hasn’t shared is how much time these people are spending on the app.
Are they just signing up and then moving to other platforms? Because if they are, that greatly reduces the value of Facebook’s unrivaled reach, because if people don’t spend a lot of time on the app, that means less ad exposure, and it might as well be that TikTok, with fewer users but potentially more time in app, it is now a better location option in terms of reach and increased brand awareness.
Meta hasn’t shared an official update on the time spent on its apps since 2016, when it reported that people were spending 50 minutes per day. using Facebook, Instagram and Messenger.
The fact that Meta has chosen not to update this figure seems to suggest that it’s not increasing, as it would be interested in all that kind of information, while the amount of time people spend on TikTok is clearly on the rise, overall. , based solely on total downloads.
That’s why activations and tests like this are interesting. Does this improve time spent on the app and make people stick around longer, or is this just another ad to boost Facebook’s numbers and make it look like it’s driving more ‘engagement’?
In some ways, the format also aligns with Meta’s push to increase appeal among younger users, with the Stories format now more native to many than the traditional feed.
But still, it’s more just tweaking the edges, probably with no real impact.
But maybe I’m wrong, maybe this is a valuable and practical tool that will help Facebook users stay in touch and improve the app’s usefulness.
The new notification format is being tested with some users, and no word yet on a full implementation plan.
Microsoft has shared its latest performance update, which also includes the latest information on the state of LinkedIn and how it’s growing amid the changing post-COVID job market.
And it seems that LinkedIn is doing quite well, with Microsoft reporting a 34% year-over-year increase in LinkedIn revenue to $3.44 billion, while also continuing to see ‘record levels’ of user engagement.
As you can see, active LinkedIn sessions grew 22% in the quarter, underscoring its steady rise, while Microsoft has reported “record levels” of app engagement growth for eight consecutive quarters.
Also interesting is that LinkedIn saw session growth of 22%, exactly the same amount you saw in the previous LinkedIn report.
Microsoft has not shared any specific information about LinkedIn’s total membership (not users), which currently stands at 810 million members.
I’m not sure China will still be there, considering LinkedIn removed its main China app late last year, but it may still include users from its replacement ‘InJobs’ app.
Microsoft says LinkedIn’s revenue strength is due to higher demand for its Talent Solutions offerings, in line with a strong job market, while Marketing Solutions is also doing well as more companies look to tap into that increased engagement.
A big focus for LinkedIn this quarter has been adding more tools to help independent creators and entrepreneurs maximize their opportunities, especially in the post-pandemic phase. ‘The Great Reshuffle’, as LinkedIn has dubbed it, which has been accelerated by working from home, provides new opportunities for LinkedIn to act as a connection platform, allowing users to showcase their professional capabilities, at the same time that helps employers find better matches. for your open roles through its evolving HR tools.
Building on this, LinkedIn has added new profile video and analytics options, along with improvements to its ‘Services’ listings for freelancers.
LinkedIn also recently launched a new ‘Career Pathfinder’ tool that highlights in-demand skills and training opportunities, connecting LinkedIn’s unmatched professional insights with its LinkedIn Learning training tools.
There is a huge opportunity within this new shift for LinkedIn to become the essential platform for career advancement, while these new tools also ensure a constant stream of unique content, fueling that continued growth in engagement.
Microsoft’s backing has seen LinkedIn go from strength to strength, with its parent company largely allowing LinkedIn to grow and develop, without forcing it into its existing product suite, save through integrations into its various Office products.
In fact, Microsoft has enabled users of Outlook, SharePoint, OneDrive and, more recently, Teams to merge their LinkedIn data into their in-app experience, providing more context and information within email exchanges and meetings. On the back end, Microsoft is no doubt also using LinkedIn data to maximize its own marketing and promotional efforts, but for users, the merging of the two platforms hasn’t been overwhelming, giving more space to LinkedIn to focus its core elements. and seize your opportunities.
Which is clearly working, and with more users increasing interest from advertisers, helping further drive LinkedIn revenue growth.
Upcoming opportunities, then, will likely focus on the same areas, with better integration of live streaming events and tools that will enable new kinds of expression for creators. LinkedIn Stories was not maintained, but you can expect other video tools to be worked on, along with newsletters and additional subscription options, to aid in professional development and increase engagement in the app.
It may not be the best fit for marketers, but the stats speak for themselves, and if you’re looking to reach consumers in these areas, LinkedIn could offer some great opportunities, beyond the B2B reach it’s known for.
If conversions are happening on your site that aren’t easy to identify, measuring the interaction can be difficult. A new approach can help improve the quality of measurements and better understand the interaction on your site.
Measurement for sites without e-commerce
Usually, E-commerce sites are easier to measure and evaluate, at least compared to those who do not. In the case of e-commerce sites, revenue, data coming in, etc. can be measured.
But on sites that do not sell products or have an easily identifiable conversion full users, what can we measure? These types of sites are more common than you might think.
Global brands in industries like packaged food, energy, financial services and others have low conversions and they are not consecutive. You might be able to download a coupon, find a nearby location, watch a video, or do something that indicates engagement, but many organizations don’t consider these actions to be conversions.
Analysis in this type of environment is difficultWhat does success mean in this case? For example, brands like Chanel let you see photos of the products and read about them, but not buy them directly. On the site of Unilever’s famous Ax brand, there are good videos, the products can be reviewed and there is a Buy Now… button which leads to a list of retailers that carry the product.
on these sites large investments are made to maintain the brand image on the siteencourage users to share content on social media and that there is digital advertising of the product on the web, but not for a product to be purchased on an e-commerce site.
These brands often expect interaction and a long-term resultmaybe more brand affinity, offline selling, or something else.
Interaction, a difficult ‘metric’
These types of sites claim that an ill-defined engagement is not a realistic metric. And that can happen because they have no conversions on their site and find themselves overwhelmed with unclear data. The hypotheses to be optimized are based on ambiguous data.
In the absence of concrete conversions, how do you measure engagement in a meaningful way? To demonstrate the value of digital, organizations are challenged to get creative with the tools they use to measure success and the definition of success itself.
A special case
In one specific case, an analyst analyzed a global technology company site with hundreds of unique pagestargeting various audiences including individuals, IT managers, developers, job seekers and investors.
With so much content defining the interaction was difficult, especially thinking about the interaction that could be extended to the whole organization. The challenge was to help this business understand how the site added value to the business. To do this, they had to redefine what “success” meant to them.
Although at first they measured simple actions, such as when someone clicked on a link, scrolled down a page, watched a video, etc., this organization had to resort to a new measure.
The solution was to take the same actions, but analyze their value against each other., and then assign a weight to each action. For example, by aggregating page scrolls, video views, and other actions, each action was given a value, such as subscribing to a newsletter, higher than a page scroll.
With this approximation, not only pagesviews or pageviews would be seen, but what type of action occurred on each page view. There might also be stocks with more weight than others on that same page. Every action could be analyzed to see if what was desired is happening. Were people just scrolling down a page? Ignore the PDF files they wanted to download?
With this type of approach, it is possible to be more precise in measuring the interaction. This has led, in the specific case of the technology company, to more specific and targeted optimizations. And this type of measurement can be linked to more traditional KPIs and brand data.
Brands have significant analytics challenges, especially if they have a content-rich website that doesn’t have a lot of conversion activity. To measure, a key may be to make these measurements more sophisticated. Thus, better reports can be generated, having a better understanding of how, when and why the interaction occurs and applying measures accordingly.
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