As businesses continue to adapt to consumers’ increasingly digital lifestyles, a unique problem has emerged. CEOs and business owners now have to take in and interpret more data than ever before.
How can a business keep track of its customers’ likes, dislikes, and interests across a breadth of web and mobile applications?
It’s a tall task, to be sure, but it’s one that the right customer engagement platform can tackle. Keep reading to discover what an engagement platform is, why it’s the perfect companion to your analytics, and how you can build a platform for your company!
What is a Customer Engagement Platform?
This might be the first time you’ve heard of a customer engagement portal. Not to worry, the idea and implementation are actually quite simple.
Think of a customer engagement strategy as a way to learn more about a visitor as they interact with your brand through a variety of digital avenues such as your social channels, website, and online store.
As soon as a new visitor interacts with your company, the engagement platform tracks a variety of information including:
- What they click on
- What they sign up for
- How much time they spend on a page
- The device they’re using
- What they purchase or how far into the sales funnel they get
In short, it keeps track of just about everything that you as a brand manager would want to know about your customers.
Likewise, your engagement platform can send personalized messages to customers based on these interactions.
How Does an Engagement Platform Differ From Standard Analytics?
At the same time, it’s a little difficult to discern how customer engagement software differs from the analytics tools that you already have access to. Think of it as a supplement, not a replacement.
Your generalized analytics paint a broader picture of customer interactions, whereas the engagement platform tracks the intricate details.
Say you’re installing a retail display, for example. Your analytics would provide data on the number of interactions, while the engagement platform would demonstrate how many clicks per page an item received or if customers used the terminal to sign up for your service.
Practical Ways to Build an Engagement Platform
Before you can build the perfect platform, you’ll need to construct a customer engagement strategy. Ask yourself what you want from your investment, then you can mold the platform around your goal.
Next, think about what your customers would want from an engagement platform.
One of the most popular examples is a rewards system. It’s a great way to collect customer data while still providing something of value to your customers.
And at the end of the day, it’s really about just that — providing something of value. Most consumers are wary enough of advertisers as it is. Think about how you can give back in exchange for their information.
Likewise, be as transparent as possible. Tell customers what information you’re planning to track ahead of time to earn their trust.
Wow Your Customers While Getting the Data You Need
A customer engagement platform can help you take your business to the next level by providing an in-depth analysis of your clients. It’s not too late to start building your strategy, so start thinking about how you can use these ideas to benefit your business!
And if you’re interested in learning more about how you can grow your company, be sure to check out the rest of our marketing content.