{"id":6296,"date":"2024-04-18T06:44:00","date_gmt":"2024-04-18T10:44:00","guid":{"rendered":"https:\/\/canny.io\/blog\/?p=6296"},"modified":"2025-01-10T19:30:55","modified_gmt":"2025-01-11T00:30:55","slug":"drive-customer-engagement","status":"publish","type":"post","link":"https:\/\/canny.io\/blog\/drive-customer-engagement\/","title":{"rendered":"6 valuable ways to drive customer engagement in&nbsp;2025"},"content":{"rendered":"\n<p>We&#8217;ve all felt the sting of publishing content or a campaign, excited to hear raving <a href=\"https:\/\/canny.io\/\">feedback<\/a>, and then \u2026 Crickets. Zilch.&nbsp;Nada.&nbsp;<\/p>\n\n\n\n<p>Not a fan or engaged customer in sight. Except for maybe your mom? (Hi,&nbsp;mom!)<\/p>\n\n\n\n<p>But here&#8217;s the&nbsp;deal.&nbsp;<\/p>\n\n\n\n<p>You need customer&nbsp;engagement.<\/p>\n\n\n\n<p>As a software developer, product manager, or customer support rep, your customers are your bread and butter. They&#8217;re the captains of the ship; without them, your role would look a lot different (as in&nbsp;nonexistent).<\/p>\n\n\n\n<p>However, learning how to engage with customers can often feel like a full-time job. How can you be responsible for managing a team, creating and testing new products, and keeping up with this vital marketing&nbsp;goal?&nbsp;<\/p>\n\n\n\n<p>The answer is to harness customer engagement strategies that align with your company&#8217;s unique growth goals. That&#8217;s&nbsp;it!&nbsp;<\/p>\n\n\n\n<p>Feeling stuck on what or how that could look like? We&#8217;re here to&nbsp;help.&nbsp;<\/p>\n\n\n\n<p>In today&#8217;s article, we&#8217;re revealing what customer engagement is, why it matters, and the benefits of implementing it. We&#8217;re also covering engagement strategies and a formula you can use to measure their&nbsp;success.&nbsp;<\/p>\n\n\n\n<p>Ready to learn how to make the most of customer&nbsp;engagement?<\/p>\n\n\n\n<p>Let&#8217;s&nbsp;begin!<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">What is customer engagement?&nbsp;<\/h2>\n\n\n\n<p>Customer engagement is how present customers are when they stumble upon your&nbsp;brand.<\/p>\n\n\n\n<p>For instance, do they stop and read your blog content (like you&#8217;re currently doing with ours?&nbsp;\ud83d\ude09)<\/p>\n\n\n\n<p>Do they respond to your questions in social media&nbsp;posts?&nbsp;<\/p>\n\n\n\n<p>Do they take the action you&#8217;ve asked them to take in your <a href=\"https:\/\/www.activecampaign.com\/newsletters\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter&#8217;s<\/a>&nbsp;CTA?<\/p>\n\n\n\n<p>If yes, you&#8217;re effectively creating an emotional connection between your brand and&nbsp;customer.&nbsp;<\/p>\n\n\n\n<p>Customer engagement ultimately focuses&nbsp;on:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The quality of your customer&nbsp;relationships<\/li>\n\n\n\n<li>How often customers engage with your&nbsp;brand&nbsp;<\/li>\n\n\n\n<li>How customers engage with your&nbsp;brand&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>When you explore the quality of your customer relationships, you might take a look&nbsp;at:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Context: <\/strong>In what context do customers interact with your&nbsp;brand?&nbsp;<\/li>\n\n\n\n<li><strong>Time:<\/strong> How much time are customers investing when interacting with your&nbsp;brand?<\/li>\n\n\n\n<li><strong>Frequency:<\/strong> How frequent or sporadic are your customer interactions with your&nbsp;brand?<\/li>\n<\/ul>\n\n\n\n<p>Why does customer engagement&nbsp;matter?&nbsp;<\/p>\n\n\n\n<p>Measuring customer engagement lets you know how effective your marketing and product design efforts&nbsp;are.&nbsp;<\/p>\n\n\n\n<p>Without deep insights into how your customers think, feel, and absorb your brand, you&#8217;ll find it difficult to pivot when things go&nbsp;awry.&nbsp;<\/p>\n\n\n\n<p>Customer engagement strategies can help you create a thriving business. They could involve uncovering product design glitches, feature favorites, or even which marketing staples your customers prefer. These valuable insights are very representative of the whole customer&nbsp;experience.&nbsp;<\/p>\n\n\n\n<p>Measuring customer engagement can help you learn how&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create personalized&nbsp;experience&nbsp;<\/li>\n\n\n\n<li>Refine or redesign your&nbsp;product&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/canny.io\/use-cases\/feature-request-management\">Make adjustments to product features<\/a> and&nbsp;pricing<\/li>\n\n\n\n<li>Tailor your communication style to your&nbsp;audience<\/li>\n\n\n\n<li>Prevent customer service and experience&nbsp;mishaps<\/li>\n\n\n\n<li>Match and even exceed customer&nbsp;expectations<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Customer engagement benefits&nbsp;<\/h2>\n\n\n\n<p>Measuring and applying customer engagement strategies comes with a whole host of&nbsp;benefits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Building trust and loyalty<\/strong><\/h3>\n\n\n\n<p>Like with any relationship, the more interactions your customers have with you, the more they&#8217;ll begin to know, like, and trust you. You can nurture this trust by consistently showing up and delivering tremendous value. Many businesses are now creating engaging <a href=\"https:\/\/www.hopperhq.com\/blog\/ultimate-guide-instagram-stories\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram stories<\/a> to build customer trust and engagement. This leads to engaged customers and brand&nbsp;loyalty.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Developing meaningful customer relationships<\/strong><\/h3>\n\n\n\n<p>Building trust over time can help your company develop meaningful customer relationships. Do you offer tailored onboarding, demos, and meetings? Use these crucial customer-facing moments to learn names, solve pain points, and form ongoing relationships. This helps with the overall customer&nbsp;satisfaction.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Encouraging repeat purchases<\/strong><\/h3>\n\n\n\n<p>One of the best things about customer loyalty is reaping its monetary rewards. A loyal customer is notorious for repeat purchases\u2014that&#8217;s why they&#8217;re considered &#8220;loyal.&#8221; \ud83d\udc95 Explore what customer behavior leads to a repeat purchase and try to replicate that customer&nbsp;experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Gaining valuable feedback<\/strong><\/h3>\n\n\n\n<p>When customers engage with one of your product polls, surveys, or questionnaires, you get <a href=\"https:\/\/canny.io\/\">valuable feedback.<\/a> Use it to improve your product and business. Customer feedback is a goldmine \u2014 don&#8217;t overlook&nbsp;it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Customer engagement strategies&nbsp;<\/h2>\n\n\n\n<p>Here are six customer engagement strategies you can employ to kick off your next&nbsp;campaign.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1792\" height=\"1024\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/DALL\u00b7E-2024-03-29-15.40.37-Create-a-visual-step-by-step-guide-infographic-for-setting-up-an-effective-email-marketing-campaign.-Include-simple-flat-icons-and-elements-that-repr.webp\" alt=\"Customer engagement strategies\u00a0\" class=\"wp-image-6307 lazyload\" style=\"--smush-placeholder-width: 1792px; --smush-placeholder-aspect-ratio: 1792\/1024;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/DALL\u00b7E-2024-03-29-15.40.37-Create-a-visual-step-by-step-guide-infographic-for-setting-up-an-effective-email-marketing-campaign.-Include-simple-flat-icons-and-elements-that-repr.webp 1792w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/DALL\u00b7E-2024-03-29-15.40.37-Create-a-visual-step-by-step-guide-infographic-for-setting-up-an-effective-email-marketing-campaign.-Include-simple-flat-icons-and-elements-that-repr-768x439.webp 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/DALL\u00b7E-2024-03-29-15.40.37-Create-a-visual-step-by-step-guide-infographic-for-setting-up-an-effective-email-marketing-campaign.-Include-simple-flat-icons-and-elements-that-repr-1536x878.webp 1536w\" data-sizes=\"(max-width: 1792px) 100vw, 1792px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">1. Use SMS\u00a0<\/h3>\n\n\n\n<p>SMS \u2014 or text messaging \u2014 is one of the only ways to communicate directly with your customer besides email. We&#8217;ll discuss email marketing in a&nbsp;bit.<\/p>\n\n\n\n<p>As text messaging increases responses by <a href=\"https:\/\/www.luisazhou.com\/blog\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">45%<\/a>, it&#8217;s considered one of the most engaging ways of customer&nbsp;interaction.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Collaboratively design and develop products with a CMS platform<\/h3>\n\n\n\n<p>Engage with your customers in powerful ways by bringing them along for the product development&nbsp;ride.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Encourage safe and secure engagement<\/h3>\n\n\n\n<p>Data privacy awareness has rapidly risen and shaped the online world&#8217;s&nbsp;trajectory.&nbsp;<\/p>\n\n\n\n<p>As a result, businesses rely on data protection to manage data availability, security, and integrity. This also helps prevent data&nbsp;misuse.&nbsp;<\/p>\n\n\n\n<p>Why does this&nbsp;matter?<\/p>\n\n\n\n<p>For customers to engage with your brand, you need to make sure they feel safe enough to do&nbsp;so.&nbsp;<\/p>\n\n\n\n<p>Laws like General Data Protection Regular (GDPR) and the California Consumer Privacy Act (CCPA) help here. They provide data guidance on improving users&#8217; rights over their private information. This requires businesses to have a comprehensive data privacy&nbsp;policy.&nbsp;<\/p>\n\n\n\n<p>Product businesses increasingly rely on data analytics to drive decisions. Therefore, creating a comprehensive and transparent privacy policy about how you collect data is&nbsp;crucial.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Fall in love with email marketing\u00a0<\/h3>\n\n\n\n<p>In 2021, US users spent nearly <a href=\"https:\/\/www.statista.com\/statistics\/1332517\/time-spent-checking-emails-us-users-daily\/\" target=\"_blank\" rel=\"noreferrer noopener\">172 minutes<\/a> checking their personal emails and around 149 minutes checking their work emails daily. Given this usage, it&#8217;s no wonder brands can&#8217;t afford to ignore the power of email&nbsp;marketing.<\/p>\n\n\n\n<p>Segment your email marketing campaigns by customer group to boost your email engagement rates. Then, personalize each campaign accordingly to form a strong customer&nbsp;relationship.&nbsp;<\/p>\n\n\n\n<p>You can send welcome emails to welcome a new customer, help an existing customer make the most of your product, and even create a real brand advocate with an effective email strategy. Do you have an actively disengaged customer? A tailored email marketing campaign can help bring them back,&nbsp;too.<\/p>\n\n\n\n<p>Using CTAs and questions to encourage customers to talk back to you and complete an action is&nbsp;crucial.&nbsp;<\/p>\n\n\n\n<p>For instance, <a href=\"https:\/\/canny.io\/blog\/ask-for-feedback-saas\/\"  data-wpil-monitor-id=\"19\">ask your customer base what they think about a product<\/a> feature you just rolled out. To nudge them along the sales funnel, you might ask them to download a freebie or sign up for an upcoming webinar. You can also use email to measure your net promoter&nbsp;score.<\/p>\n\n\n\n<p>Email is an effective user engagement tool. Use it&nbsp;wisely.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Take video marketing seriously\u00a0<\/h3>\n\n\n\n<p>Digital video-on-demand viewers in the US keep growing every year. In fact, the number of viewers in the US is projected to increase from 177.3 million in 2021 to <a href=\"https:\/\/www.statista.com\/statistics\/455730\/digital-video-users-type-digital-market-outlook-usa\/\" target=\"_blank\" rel=\"noreferrer noopener\">202.6 million<\/a> in&nbsp;2027.<\/p>\n\n\n\n<p>In other words, using video content continues to be an effective customer engagement strategy. For example, it can boost brand awareness. A potential customer can discover your brand. A new customer can watch product tutorials. An existing customer can learn more about your services. This also helps your customer success team \u2013 educational videos can take some of the work off their&nbsp;plate.<\/p>\n\n\n\n<p>One of the best ways to take advantage of this&nbsp;strategy?&nbsp;<\/p>\n\n\n\n<p>Create short-form videos to feature on social media \u2014 especially TikTok, Instagram, and&nbsp;YouTube.<\/p>\n\n\n\n<p>For instance, the following YouTube video by <a href=\"https:\/\/www.tailorbrands.com\" target=\"_blank\" rel=\"noreferrer noopener\">Tailor Brands<\/a> has 2.9 million views. It is an excellent example of an engaging video. In just 44 seconds, the brand shows how its platform can help aspiring entrepreneurs set up their online&nbsp;businesses.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<center><iframe width=\"650\" height=\"315\" align=\"centre\" data-src=\"https:\/\/www.youtube.com\/embed\/mtu5zeK7hDk\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/center>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Use social listening and respond to comments\u00a0<\/h3>\n\n\n\n<p>Use a social listening tool, like Brandwatch, to track and respond to all social media comments referencing your&nbsp;brand.<\/p>\n\n\n\n<p>When responding, do so with&nbsp;intention.&nbsp;<\/p>\n\n\n\n<p>Respond using four or more words and ask a question to keep the conversation&nbsp;going.&nbsp;<\/p>\n\n\n\n<p>When possible, always present solutions to customer pain points. And don&#8217;t forget to respond to negative comments with a professional tone. If you notice spam, bots, or cyberbullying, report and delete those comments if they&#8217;re attached to your&nbsp;posts.<\/p>\n\n\n\n<p>You can also use your social listening tool to grab valuable brand mentions and <a href=\"https:\/\/canny.io\/blog\/saas-businesses-visual-social-proof\/\">visuals for social proof<\/a> in future marketing&nbsp;campaigns.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How do you measure customer engagement?&nbsp;<\/h2>\n\n\n\n<p>One of the most pivotal aspects of any customer engagement strategy is a hard focus on recorded customer&nbsp;data.&nbsp;<\/p>\n\n\n\n<p>Recording and referencing customer data is essential to designing customer engagement campaigns personalized to your&nbsp;audience.&nbsp;<\/p>\n\n\n\n<p>Using tools like <a href=\"https:\/\/hightouch.com\/blog\/what-is-a-customer-data-platform-cdp\" target=\"_blank\" rel=\"noreferrer noopener\">customer data platforms<\/a> can provide you with a 360-degree view of your customers, their pain points, and their&nbsp;needs.\u00a0<\/p>\n\n\n\n<p>It&#8217;s also important to measure your engagement efforts so you can make adjustments when&nbsp;needed.<\/p>\n\n\n\n<p>Thankfully, measuring customer engagement is pretty&nbsp;straightforward.&nbsp;<\/p>\n\n\n\n<p>Here&#8217;s a simple formula you can&nbsp;use:<\/p>\n\n\n\n<p><strong>Engagement rate formula = active users in a customer segment over a specific time period \/ total users in the customer&nbsp;segment<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1520\" height=\"800\" data-src=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Glossary-Covers.webp\" alt=\"Engagement rate formula\" class=\"wp-image-6303 lazyload\" style=\"--smush-placeholder-width: 1520px; --smush-placeholder-aspect-ratio: 1520\/800;width:650px\" data-srcset=\"https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Glossary-Covers.webp 1520w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Glossary-Covers-768x404.webp 768w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Glossary-Covers-760x400.webp 760w, https:\/\/canny.io\/blog\/wp-content\/uploads\/2024\/03\/Glossary-Covers-209x110.webp 209w\" data-sizes=\"(max-width: 1520px) 100vw, 1520px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n<\/div>\n\n\n<p>For instance, if you created a project management app, you might measure customer segments,&nbsp;like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Project&nbsp;managers<\/li>\n\n\n\n<li>Business&nbsp;analysts<\/li>\n\n\n\n<li>Project team&nbsp;members&nbsp;<\/li>\n\n\n\n<li>Project&nbsp;planners&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>From there, you can measure engagement more granularly, for&nbsp;instance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>By&nbsp;channel&nbsp;<\/li>\n\n\n\n<li>By month, week, or&nbsp;day<\/li>\n\n\n\n<li>By&nbsp;feature&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Applying this formula to your business and product will and should depend on your company&#8217;s unique growth and engagement&nbsp;goals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The future of your customer engagement&nbsp;<\/h2>\n\n\n\n<p>Customer engagement is the key to unlocking your brand and product&#8217;s&nbsp;potential.&nbsp;<\/p>\n\n\n\n<p>By understanding how your customers feel and think, you can create more opportunities for them to engage with your&nbsp;brand.<\/p>\n\n\n\n<p>Customer engagement will continue to change over the years. But some things, like recording and referencing customer information, will stay the&nbsp;same.&nbsp;<\/p>\n\n\n\n<p>So, stay data-focused. Stay goal-focused. And always, always stay&nbsp;customer-focused.<\/p>\n\n\n\n<p>That&#8217;s it for today,&nbsp;friends.&nbsp;<\/p>\n\n\n\n<p>Are you ready to boost your customer engagement efforts in&nbsp;2023?&nbsp;<\/p>\n\n\n\n<p>We hope today&#8217;s article has inspired you to do just&nbsp;that.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn the latest strategies and tools to improve customer engagement and grow your business in 2025. 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