Without engagement, companies end up losing visibility, but above all, counting on customer feedback is a fundamental practice for defining marketing strategies and promoting continuous process improvement.
So, follow these engaging actions to encourage your customers to interact with your brand!
1. All hands support
First, many Software as a Service ( SaaS ) companies are implementing a new approach to customer support . They’re taking turns ensuring that all employees, from developers to product managers, are helping customers.
So all hands on deck drives growth for many SaaS art director email list companies. These programs keep the entire team in touch with the personalities, pain points, and desires of customers and free trial users.
Effective all-hands support focuses on making life better for your customers. But it can also change the way you and your team think about and build your business.
In other words, this does not mean that companies discard the Customer Success department.
Some companies find it advantageous to have a full-time support team that “owns” the process and uses the entire team to contribute on a regular schedule .
2. Measure product engagement with an analytics system
With the emergence of affordable, off-the-shelf analytics systems like Mixpanel , Amplitude , or Heap Analytics , it’s easy to measure customer engagement with your product.
With analytics systems like these, you can visualize consumer engagement through product usage.
You can even generate reports and create dashboards with all sorts of metrics, like which features are being used by which people, how long a user uses the service, and what a new user uses the product for before churning.
These metrics provide valuable insights into how successful your product is and where it may be falling short.
By analyzing the data, you'll know exactly where you need to experiment or execute a customer development process so that users can get the most out of your product or service.
Try to take it beyond quantitative analysis. Combine it with qualitative analysis to create a flywheel for continuous product improvement .
First, use quantitative information, such as the reports above, to draw attention to the biggest problems and opportunities;
then “get closer” to the user level through qualitative research to complete your understanding and solve the problem.
3. Engage your power users
You have a highly engaged user base that wants to align with your company. These are some of the most mutually beneficial relationships a company can have. Nurture them and you both win.
Engaging power users is especially helpful for product launches . Give your users a sneak peek at your new product and ask them to help you spread the word by tweeting (create an official hashtag ), mentioning, or re-blogging once the product is live.
Additionally, you can engage your power users by asking them to perform user testing .
Since power users likely know your service inside and out, they’re best suited for new product user testing. Get them involved early and incorporate the feedback you hear over and over again.
This is usually done loosely through a beta group, but why not pull a few out of the pile and spend half an hour on the phone watching them explore?