Customer Engagement: The Modern Strategy for Business Growth

Recently, a millennial-driven strategy has emerged in the business world — customer engagement. While the term may still sound unfamiliar to some, it plays a crucial role in today’s competitive market.

There are many ways to define it. According to Forrester Consulting (2008), customer engagement is about building deep connections with customers that drive purchasing decisions, interactions, and participation over time. Meanwhile, Sashi (2012) emphasizes that customer engagement focuses on satisfying customers by delivering superior value compared to competitors — to build trust and long-term commitment.

From these perspectives, we can conclude that customer engagement is the ongoing interaction between a brand and its customers — and the effort to maintain that relationship.

Why Customer Engagement Matters

Customer engagement begins with the first interaction between a customer and your brand and continues through to the purchase stage and beyond. These interactions occur across digital platforms such as websites, blogs, social media, and email — as well as through offline touchpoints.

While many businesses focus on attracting customers, interacting with them, and repeating the cycle, that alone is not enough. To grow sustainably, businesses need to build emotional connections with their customers — strengthening loyalty while expanding their customer base.

Here are six effective ways to improve customer engagement:

1. Create Memorable Customer Experiences

Customers are the lifeblood of every business. Whether you offer products or services, no business can survive without them. Creating memorable and meaningful experiences is key to building loyalty. According to Verint (2015), 61% of consumers share their experiences with friends and family, while 27% join a company’s loyalty program after a positive experience. Delivering an outstanding experience means carefully mapping customer interactions — from your store and website to social media and customer service channels.

2. Implement Loyalty Programs

The more you interact with your customers, the more trust they build in your brand. A loyalty program rewards this trust by offering bonuses, discounts, or exclusive deals to returning customers. This strategy helps retain loyal customers while also attracting new ones who are drawn to your offers.

3. Apply an After-Sales Service Strategy

After-sales service refers to the support a company provides customers after purchasing a product or service — ensuring their continued satisfaction. According to Kotler and Armstrong (2010), businesses must provide superior after-sales service to maintain and satisfy customers. This strategy builds an emotional investment, reminding customers of their positive experience with your brand. Examples include special offers, warranties, customer support, and satisfaction surveys.

4. Focus on Existing Customers

While acquiring new customers is exciting, retaining existing ones offers far greater benefits. According to Gallup (2019), customers who actively engage with a business buy more, are more likely to remain loyal, and are more profitable than one-time buyers. Focusing on existing customers also reduces marketing costs, as they already understand your brand’s value. It also helps them feel appreciated and recognized — strengthening long-term relationships.

5. Encourage Customers to Share Their Experiences

In today’s competitive market, product visibility and brand awareness are essential. Businesses must both maintain and expand their presence to remain relevant. Social media serves as a powerful platform for interaction between brands and customers. It enables businesses to run campaigns, encourage user-generated content, and create two-way communication.

For example :

• Launch hashtag campaigns.

• Host giveaways or contests.

• Encourage customers to share their experiences or reviews.

Most importantly, engage with both loyal and potential customers. Create a friendly and interactive online presence to build and maintain customer engagement.

6. Leverage Technology and Digital Tools

As commerce increasingly shifts from physical stores to online marketplaces, it’s vital to use technology to attract, retain, and engage customers effectively.Here are some key digital tools and platforms to strengthen customer engagement:

a. Social Media

Be consistent with posting content — not just for selling, but also for sharing insights, educational tips, and interactive posts. Regular activity helps build brand awareness and trust.

b. Website

Your website is more than a sales channel — it’s your brand’s digital identity. A professional website builds credibility and can host loyalty programs or exclusive offers.

c. Email Marketing

Email remains one of the most cost-effective digital marketing tools. Personalized emails can attract attention and build stronger relationships. Use engaging subject lines like:

• “Hey, there’s something new just for you!”

• “Thank you for your purchase — enjoy this special offer!”

• “Psst... open this email, we’ve got a surprise for you!”

d. Online Marketplaces

Take advantage of online marketplaces and activate all available features. These platforms often attract hundreds of thousands of potential customers daily.

Conclusions

There are countless ways to build customer engagement — and with that comes endless opportunities for brands to attract and retain customers. To succeed, brands must actively connect and communicate with their audience across multiple touchpoints. Today, customers are a company’s most valuable investment, and maintaining meaningful relationships with them is essential for long-term business growth.

References

• Simona et al. (2014). Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives, 16, 621–630.

• Bansal, Rohit & Kuldeep Chaudhary. (2016). Customer Engagement – A Literature Review, 2(1), 15–20.

• Ali et al. (2011). Impact of After-Sale Service Characteristics on Customer Satisfaction, 3(6), 360–365.

• Brigilia, Casey. (2020). Why Customer Engagement Is Important. Gartner.com. Accessed September 14, 2021.

• Kloot, Laura. (2021). 7 Customer Engagement Strategies That Marketers Can’t Ignore. Outbrain.com. Accessed September 15, 2021.

• Vogel, Kate. (2020). 10 Customer Engagement Strategies from Real Small Businesses. Ringcentral.com. Accessed September 15, 2021.

Writer : Javanic Triyo Goldiny

Editor : Annisa Qonita Andini dan Langgeng Irma Salugiasih

Read more at https://lpmopini.online/naikkan-penjualan-bisnis-dengan-meningkatkan-customer-engagement/

"Customer engagement as a lead to gain new customer"