Digital Engagement – How do you get started? (Part II)
Last week, I discussed having the right mindset when it comes to deploying a digital engagement solution. In this blog, let’s explore how best to do “active contextual engagement.”
There is a strategic and a tactical concept. Strategically, the first thing is to realize that customers will require different types of engagement depending on where they are in the customer journey.
Right off the bat, businesses need to dispense the typical, robotic, and proactive chat invitation that fires after a customer has been on a certain page for a number of seconds – one that shows the same text and graphic wherever a customer is in the process. That old-school approach just screams: “I don’t really know what you need right now, but I know that fishing for chats like this works sometimes.”
To really be targeted and contextual, an engagement solution needs to have the analytics ability to know where customers are in their journey, and deploy a message that speaks to what customers are experiencing as you offer to assist.
For example, when they are struggling, acknowledge it with as many specifics as you can when you approach: “Sorry you’re struggling with promo code. We’re standing by to help.” If you want to help them pick the right product because they are bouncing around product pages, acknowledge that as you approach.
See a pattern forming here?
To make this as simple as possible, begin by dividing up the journey into at least four basic categories, and then, develop a couple of engagement strategies for each.
Customer Journey in Four Stages
- The awareness stage: this is the stage at the beginning of the journey where the customer may be connecting with your brand for the first time or may just want to figure out if you have products that may match what they’re looking for. The help here should be subtle and just point the customer in the right direction.
- The consideration stage: when a customer has settled on a product category, but may be showing some indecision and needs help picking the right product for them. This step is a great chance to get a customer into the “virtual dressing room”. This could be a chat invite, or a video that helps them understand which product may best meet their needs.
- The conversion stage: when the customer has decided what product and services they would like and they just need to be able to make it through the labyrinth of check out forms. This is all about being on the lookout for, and responding to, different types of struggle.
- The service stage: this is for all of the post sales engagements that are improved dramatically by understanding what the customer went through in other three stages.
In my final blog next week, I’ll explore specific engagement strategies based on the four stages of the customer journey. Until then….