Mastering Customer Engagement in the Digital Era

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In the present digital era, customers have access to a vast array of channels through which they can interact with businesses. This presents a significant opportunity and challenge for businesses to astound their customers. Social media platforms like Facebook, Instagram, and TikTok, messaging apps like WhatsApp and Messenger, and many more channels are available for customers to communicate with businesses.

Here are some suggestions on how to amaze customers in the most interactive digital landscape yet:

  1. Meet customers where they are: According to a survey, over half of the shoppers feel it’s important to easily reach customer service in the channel of their preference. With one billion consumers now messaging brands on WhatsApp, Messenger, and Instagram on a weekly basis, it’s critical for businesses to be available on these channels. In fact, in the second quarter of 2022, WhatsApp Business entered the ranks of the top 10 most downloaded apps. Telegram also has over 700 million active global users and is gaining downloads even faster than TikTok. Brands must be conscious of app popularity across regions. For example, while social shopping is more popular in China than any other country, it doesn’t occur on Meta-owned platforms. Instead, WeChat is the most popular app in China, and brands can use its chat interface to send customers promotions and updates as direct chats to keep them engaged.

  2. Chatbots are another way to keep up with the always-online customer. 41% of customers desire live chat while shopping online, and most of them are happy to interact with chatbots, particularly if they have simple questions or don’t want to wait for a human. Brands can keep interactions authentic by programming social media chatbots with their brand voice, as long as customers know they’re using a chatbot.

  3. Simplify the purchasing process: “Buy now” buttons and similar shopping tools on social media platforms were a simple, friction-fighting addition that consumers quickly got behind. Shoppable videos lower barriers to conversion even more, with some companies reporting conversion rates near 30%. Although live commerce in China is so big it eclipses almost every national e-commerce market, live shopping has been gaining momentum in the United States and Europe since 2019. Facebook, Instagram, Pinterest, and TikTok each invested in live shopping capabilities on their platforms over the pandemic. Now, integrations can bring the look and feel of the online store to social media shops. To ensure customers have a fluid, cohesive experience wherever they are, brands can sync inventory and customer care across social and non-social channels. Cross-channel analytics and content management will be key to success with social commerce.

To summarize, businesses can impress their customers in the most interactive digital landscape yet by meeting them where they are and simplifying the purchasing process. By being available on the channels where their customers are and providing a seamless shopping experience, businesses can build trust and loyalty with their customers.

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