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The trick to keeping your customers loyal


Customer engagement breeds loyalty and revenue growth, acting as the most efficient business development capability you could have

Customer expectations are at an all-time high. Your customers are constantly exposed to your competitors and new technology solutions. It’s becoming harder to keep your customers close. But with effective customer engagement you can increase loyalty and your revenue. Here’s how you can do it

Customer engagement is the key driver of loyalty. Customers want to feel connected and when they do, great things can happen for your business. If your business is consistently useful, relevant and available to your customers then you’re winning at engagement. Let’s take a look at how you can engage more effectively, on and off-line.

Define what you want to learn

Start by being clear on your goals and success criteria. You might want to know how you can be relevant in your customers’ worlds, or to develop a deeper understanding of customer perspectives to help you uncover new commercial opportunities. You could be aiming to nurture loyalty or to increasing sales, or both. There may be a problem that you need help to resolve by sourcing innovative ideas.

Your goals can be two-way. You can aim for your customers to feel heard and to contribute to your work at the same time as you receive feedback and find out ways to improve your business.

Once you understand your aims you can begin to make it easier for your customers to get what they need or help you to solve your problem.

Review your current activity

If you’re going to improve your engagement then you’ll need to carry out an honest audit of your current practices. You can use this to make sure you’re optimising the worthwhile activity and replacing redundant, resource-heavy methods. Ask yourself whether your engagement practices are the same across all departments and understand the critical points in sales and account management where engagement is needed.

Look at your customer service function and think about customer service as being delivered by the whole business as a wider customer engagement strategy, not just as a single function of your business.

Customer engagement isn’t a series of one-off contacts, it’s a lifetime conversation. Make sure that your business is listening and is always creating positive customer experiences.

Also consider the relationships that your customers are forming with each other and the potential for a valuable community for peer-to-peer communication.

Be clear on your message, frequency, tone and tactics

The strength of your communications is paramount when it comes to customer engagement. Make sure you’ve got a genuinely engaging value proposition as well as a defined set of key messages that you’ll use across all communications.

Map out your customers’ preferred volume, tone and platform for communications and cross-reference this with the tools and techniques that you know will deliver the best return on investment.

Make sure your tone is genuine and human, in particular on social media where businesses engage with their customers in a more relaxed way. Make the most of social technology to build relationships.

Make a plan

Align your business goals with what you want to learn from your customers and develop a structured customer engagement programme. Do you need a customer advisory board, engagement workshops, a relationship management process, or all three? Do you need to up your relationship-building game on social media?

Claranet, a business specialising in simplifying the management of IT services, recently ran a customer engagement workshop to create a close-knit customer community that would advise on business direction and strategy. The workshops uncovered innovations that have strengthened Claranet’s businesses. Claranet’s Managing Director, said:

“The Customer engagement workshop was the best one that I have attended. Feedback from customers that I spoke to was universally positive with specific reference to the well thought-through workshops”


Bart Delgado, Managing Director of Akixi Ltd said:

“The world has shifted from a capex model of large and infrequent capital purchases to an opex model of smaller, ongoing subscriptions. So why aren’t suppliers keeping step?”

Once you’re confident that your sales force is up-to-speed, you can begin to change your offer to meet evolving customer demands. You can introduce new target markets or solutions to your portfolio and be confident that your salespeople are ready to sell.

If you need some support to develop your sales teams, Larato can help.

If you can listen closely to your customers you can improve your product and their experience. Your customer loyalty will increase as a result. If you need some support to build relationships with your customers, Larato can help.

Larato are experts in helping technology companies to grow. We can help you to take the guesswork out of customer engagement and create you a tailored plan.

We’ve helped businesses to win over £300 million in new business. That’s why I’m ranked as one of the UK’s top 5 business advisors.

We can help you with:

  • Customer engagement
  • Customer listening
  • Market development
  • Market analysis
  • Revenue growth
  • Go-to-market strategies and action plans

Get in touch

If you’d like to talk to me about how Larato can help your customer engagement or more generally about how we can help your business to grow, then call today on 01494 216201, email enquiries@larato.co.uk or find out more about what we do on our website

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