8 Practical Customer Engagement Examples to Take Inspiration From

by Sahil Tyagi

Customer Engagement

What defines customer engagement?

Customer engagement refers to creating long-lasting relationships with fulfilling and frequent contact points throughout the entire experience. It begins with the first hello and proceeds to acquisition and support, whereby people feel valued throughout the process.

Getting engagement right enables brands to deliver on-point experiences as they glean hints on what clients are into. Those insights make it easy to customize the communication and deliver precisely what buyers desire.

The companies that take care of customer experience tend to experience actual growth as the others lag behind, as suggested by a study that more than 80% of businesses that focus on improving customer experience witness a jump of around 6%, on average, in revenue.

8 proven customer engagement examples from real brand

The customers that are engaged with a brand may actually generate even more revenue than the ones that have not interacted in a while. As a rule, it all depends on the quality of the experience and the intimacy between a company and its customers.

That interaction manifests itself in so many forms: tailored conversations, community activities, and whatnot. The following are some of the real-life customer engagement examples you can use as a standard:

Personalized customer interactions

One of the most suitable ways of building stronger customer relationships is through personalization. Whenever businesses utilize the information about customers to craft messages and suggestions, they tend to make the interactions more purposeful. Such relevancy makes people feel known and important, which increases the likelihood of them staying put.

Spotify is a great example of how to utilize personalized content. Each year, the platform releases Spotify Wrapped, which is a personalized glimpse of what you have listened to throughout the year. It includes the most-listened-to artists, common genres, and hours of jamming.

Individuals anticipate these insights since they have a personal glimpse of their music preference, and the ability to post this online increases the exposure of Spotify, thus generating additional hype.

Spotify Wrapped image, an example of personalized customer engagement.

Key takeaways:

• Continue to refine recommendations based on behavioral data to ensure that users continue to have new content
• Make personal touches shareable so as to increase word-of-mouth buzz
• Send individualized recommendations to customers and make them feel like unique personalities rather than just a number in the crowd

Loyalty rewards

Another excellent method of retaining customers in the long run is through reward programs. Organized loyalty schemes cause individuals to continue purchasing and become closer to the brand.

Sephora, for example, demonstrates this through their Beauty Insider loyalty program. It is based on the tiered membership with Insider, Rouge level, and VIB.

Members earn points whenever they make purchases, and the points can be exchanged for products, samples, or special experiences. The higher the tier a customer gets, the more they unlock.

Sephora’s Beauty Insider program is an example of tailored customer engagement approach.

Key takeaways:

• VIP privileges will create an emotional attachment to the brand that is not limited to discounts
• Well-defined reward tiers will encourage customers to be active and shop more
• The idea of progression provides a sense of achievement that makes people engaged with the brand

User-generated content

It is a good idea to build trust with authenticity by asking customers to create and share their own stuff. Individuals tend to respond more to the true stories of other people than to the rigid advertisements run by a business itself.

A company that did this amazingly is GoPro. GoPro hit it with user-created content in the campaigns, such as the #GoProMillionDollarChallenge. Fans posted self-created videos with a chance to win prizes, which generates a huge amount of authentic user-generated content.

These videos demonstrate actual product application and bend the capabilities of the cameras in a more natural way. The buzz increases the visibility and credibility, as it comes not only directly from the users, but also not from the brand.

Key takeaways:

• These are the real-life stories of customers and tend to be more believable than a conventional marketing campaign
• Community engagement has the advantage of spreading the brand without overly investing in paid advertisements

Social media engagement

Engaging in online activities and chatting directly with customers enables the brands to create personal relationships with their social media followers. Regular interaction causes the brand to be welcoming and accessible rather than being distant.

Splendid Ice Creams by Jeni has received a positive reputation for communicating with its customers on social media platforms. They respond to the comments and DMs regularly in order to maintain consistent communication.

Key takeaways:

• Interactive conversations make the followers become long-term brand advocates
• Periodic back-and-forth chats will build awareness and trust
• Publicly yelling at customers increases customer engagement further

Interactive activities

Interactive material is one of the best ways to capture attention as you get to know more about customers. Quizzes are combined with entertainment and customization; hence, individuals enjoy interacting with them.

BuzzFeed is known to have quizzes that provide personalized outputs based on customers’ interests. They become viral as users enjoy getting the results that would feel special to their answers.

Buzzfeed quizzes are a fun way to engage your customers.

Key takeaways:

• Interactive types of content ensure that users are interested for longer than traditional marketing
• Brands can get unique insights into customers’ behavior when they get involved
• Fun experiences cause brands to stay relevant in the minds of the people

Chatbot-driven automation

Chatbots or virtual assistants provide 24/7 assistance, and therefore, a customer does not have to wait in a queue to be answered by a human rep. They also ensure that customers receive help with their inquiry promptly, irrespective of the time of day or business hours.

HDFC Bank implemented AI assistants known as Eva to provide full-time assistance to its account holders.

Key takeaways:

• Immediate responses increase the level of reliability
• Automation maintains the quality without adding excessive workload to the customer-facing teams
• 24/7 assistance simplifies the experiences of customers living in different time zones

Referral-based engagement

Referral programs cause people to tell more about a product or service and receive rewards for it. They are an excellent method of growing naturally, as the recommendations are shared by customers who are potential leads and can be trusted.

Dropbox, for instance, provided additional storage to the referring customers as well as to the new sign-ups.

Dropbox’s referral program boosted customer engagement.

Key takeaways:

• Mutual rewards boost the invitations
• Referral expansion tends to exceed conventional methods of attracting clients
• Small incentives can trigger strong adoption when presented as part of what the product is about

Customer feedback cycles

Listening to customers and doing what they say is a major aspect of any customer engagement strategy. Organizations that ask for customer feedback on a regular basis are able to refine their services and rectify problems more quickly.

Zappos has become notorious in regard to its customer-first atmosphere.

Key takeaways:

• Gathering customer feedback allows brands to improve their offerings more easily
• High-quality customer service brings customers back

Take advantage of these customer engagement examples to decide on your approach

Good customer interaction happens not by chance. The customer engagement examples demonstrate that the actual relationships are built on data-driven decisions to create moments that truly count.

Regardless of the approach, the goal remains the same: establishing relationships that go beyond a one-time purchase.

Begin by selecting one or two tactics that can work with your business and then stick to them. When customers feel noticed and backed up, they will revisit a brand and refer you to others.

The most effective engagement methods vary over time. Keep listening to your customers and keep getting better. That consistently makes one-time customers into lifelong supporters.