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14 Alex Marketing Cub, (Customer Engagement) by Dr.Ahmed Saleh, 6 11-2019

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Customer Engagement
Customer Engagement
Dr. Ahmed Saleh
Product Manager
Orchidia Pharmaceuticals
Marketing Club Instructor

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Ahmed Saleh

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14 Alex Marketing Cub, (Customer Engagement) by Dr.Ahmed Saleh, 6 11-2019

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14 Alex Marketing Cub, (Customer Engagement) by Dr.Ahmed Saleh, 6 11-2019
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club

Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP

■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■

■■ *بدون كلام ولا سلام ولا شكرا*■■

فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا

■ اشترك في جروب واحد منهم فقط دوس على اللينك ■

Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD

Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8

■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015

We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years

& now 13 more groups
For Marketing Club Lovers as future Marketers

Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))

Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.

■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group

■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher

■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all

Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers

■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك

#Marketing_Club Group on Facebook

https://www.facebook.com/groups/837318003074869/

Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group

Without disturbing anyone
on our 16 what'sApp groups

To keep what's app groups simple &to the point
Only 2 or 3 posts daily

■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس

اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/

لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP

#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■

14 Alex Marketing Cub, (Customer Engagement) by Dr.Ahmed Saleh, 6 11-2019
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club

Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP

■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■

■■ *بدون كلام ولا سلام ولا شكرا*■■

فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا

■ اشترك في جروب واحد منهم فقط دوس على اللينك ■

Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD

Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8

■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015

We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years

& now 13 more groups
For Marketing Club Lovers as future Marketers

Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))

Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.

■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group

■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher

■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all

Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers

■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك

#Marketing_Club Group on Facebook

https://www.facebook.com/groups/837318003074869/

Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group

Without disturbing anyone
on our 16 what'sApp groups

To keep what's app groups simple &to the point
Only 2 or 3 posts daily

■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس

اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/

لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP

#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■

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14 Alex Marketing Cub, (Customer Engagement) by Dr.Ahmed Saleh, 6 11-2019

  1. 1. Customer Engagement Customer Engagement Dr. Ahmed Saleh Product Manager Orchidia Pharmaceuticals Marketing Club Instructor
  2. 2. Customer Engagement
  3. 3. Customer Engagement Customer Engagement Ahmed Saleh
  4. 4. Customer Engagement One of the most profound changes in sales and marketing in recent years is the idea that companies should focus on Engaging customers more than selling products.
  5. 5. Customer Engagement A big part of the customer engagement movement involves using various communication techniques to create a meaningful relationship where the customer values you and your company, independent of what you’re selling.
  6. 6. Customer Engagement
  7. 7. Customer Engagement INTRODUCTION DEVELOP A PLAN RULES (AND TOOLS) OF ENGAGEMENT CONCLUSION Table of Content • Why customer engagement is important • How it’s changing • Before you engage • Be clear about your objectives • Get to know your customers • Create positive customer experiences • Always follow up • Personalize your communications • Use social media wisely • Make the most of mobile commerce • Connect live when you can • Measuring success • Additional resources
  8. 8. Customer Engagement z Definition • CustomerEngagementistheemotionalconnectionbetweena customerandabrand. • Highlyengagedcustomersbuymore,promotemore, and demonstratemoreloyalty. • Providingahigh-qualitycustomerexperienceisanimportant component inyourcustomerengagementstrategy.
  9. 9. Customer Engagement Why Customer Engagement is Important?
  10. 10. Customer Engagement • Customer Engagement as the evolution of Customer Experience and its Voice of the Customer • This is based on the reality that companies cannot really control the customer’s experience. They can influence it, but they cannot control it. • Numerous studies have shown that the buyer completes from 55% to 75% of their purchasing decision journey before they contact the company or sales rep. • That means marketers and customer success teams must be creative in how they engage with potential customers. • If customers aren’t coming to the company, the company must actively reach out to them with the right “touch” to create a connection for that point of the journey. • This is why making Customer Engagement a corporate priority and not simply a sales or customer-service issue is so important to revenue success. Customer Experience v. Engagement
  11. 11. Customer Engagement Type of Customer External Customer is a customer who is not directly connected to that organization • is a customer who is directly connected to an organization, and is usually (but not necessarily) internal to the organization. • Internal customers are usually stakeholders, employees, or shareholders, but the definition also encompasses creditors and external regulators. ***Note: It is important to draw a distinction between external and internal customer types; the methods of engagement and policies of interaction will differ Internal Customer
  12. 12. Customer Engagement What is an external customer? • Pay for and use the products or services your company offers. • is not directly connected to your organization other than by purchasing your product or service. • External customers are also known as “clients” or “accounts”. What is an internal customer? • An internal customer is someone who has a relationship with your company, though the person may or may not purchase the product. • It is often a person who works within the company, such as general employees and managers. • Internal customers need not be directly internal to the company. For instance, you may partner with other companies in order to deliver your product to the end user, the external customer. Such internal customers all have a hand in delivering the product to your end client. Less obvious but certainly significant, stakeholders and shareholders are additional internal customers.
  13. 13. Customer Engagement Importance 1. They spend more money 2. They are easier to retain 3. They refer your company to their contacts
  14. 14. Customer Engagement The Rules (and Tools) for Successful Customer Engagement How to create personalized shopping experiences and customer interactions that drive repeat sales and brand loyalty
  15. 15. Customer Engagement Customer engagement has become a top priority for online retailers, for several reasons. • Highly engaged customers tend to spend more on each purchase and make purchases more frequently, which in turn increases customer lifetime values and decreases customer acquisition costs. • They also tend to give merchants valuable, often unsolicited, feedback for improving the quality of their products and services. • Highly engaged customers are less likely to complain publicly about disappointing shopping experiences, choosing instead to resolve issues with the company directly.
  16. 16. Customer Engagement Most compellingly, highly engaged customers are more likely to encourage their friends and family to become customers. As unofficial brand advocates, these customers can do more to promote trust and confidence in your company than even the best ad campaigns.
  17. 17. Customer Engagement • Before you engage • Be clear about your objectives • Get to know your customers Develop a Plan
  18. 18. Customer Engagement Before You Engage New technologies and tools are enabling retailers to engage with their customers in a variety of ways, and get a more detailed view of their customers so that they can better target their communications. But building a comprehensive customer engagement plan is an essential first step. We’ve identified several “rules” and tools we think can help guide you in creating, updating, and implementing successful customer engagement strategies.
  19. 19. Customer Engagement Be Clear About Your Objectives Just as with any marketing campaign, customer engagement strategies can be tuned for a variety of different purposes, from increasing conversions and revenue to acquiring new customers to building brand awareness. Before you start putting your customer engagement plan in place • Know and prioritize your objectives. • Be specific so that you can effectively target your efforts. • Do you want to nurture brand loyalty? • Generate customer feedback and word-of-mouth advertising? • Increase sales and life time customer values? • Giving customers a platform for contributing product reviews
  20. 20. Customer Engagement
  21. 21. Customer Engagement Get to Know Your Customers Most retailers already segment customers along geographic and behavioral lines to better target them with personalized product offers. But to create emotional connections and build lasting
  22. 22. Customer Engagement What are their interests? Who and what do they admire? What do they consider most important? The more you can learn about your customers—in terms of who they are, what they believe, and how they live -------- the more effectively you’ll be able to engage them through content and social media, among other channels
  23. 23. Customer Engagement • Building several customer will help you create targeted messages that appeal to customers as individuals. • A persona is essentially a descriptive snapshot of a fictional customer. • This snapshot should communicate the primary values and characteristics that define a specific group of customers. • Marketing experts suggest adding “scenarios” for each persona, so you can further refine your personas in the context of changing circumstances (i.e., new customers vs. repeat customers).
  24. 24. Customer Engagement Topshop and Logitech are great examples of online retailers that use personas and lifestyle content to effectively engage specific customer groups. Logitech, for example, created identifiable personas—to target its office electronics line in a series of YouTube stories. And Topshop, a popular British fashion retailer, created a culturally specific film and limited edition gift card to honor the tradition of giving loved ones “lucky money” during Chinese New Year to wish them prosperity.
  25. 25. Customer Engagement
  26. 26. Customer Engagement The Rules (and Tools) for Engagement • Create positive customer experiences • Always follow up • Personalize your communications • Use social media wisely • Make the most of mobile commerce • Connect live when you can
  27. 27. Customer Engagement Customers can now price compare with a few quick clicks; they can (and do) post reviews within minutes of making a purchase; and they can be easily distracted by competitors’ latest promotions and offerings. With so many choices and information available today, it isn’t enough to simply meet your customers’ needs or offer low prices. You have to create positive shopping experiences that keep your customers coming back. Create Positive Customer Experiences
  28. 28. Customer Engagement Customer engagement efforts used to focus on attracting customers, with conversion being the goal. • But today’s hyper-connected, highly-informed consumer has prompted retailers to shift their focus to retaining customers and maintaining ongoing relationships, with customer loyalty and repeat business becoming the goal. • What this means is that customer engagement now starts once conversion is complete. • From ensuring a smooth transactional email flow to inviting customers to leave feedback or review their purchases, it makes sense to ramp up your follow up. • The interactions you have with consumers after checkout can have a big impact on your customer’s decision to become a repeat customer and recommend your products to their friends. In fact, post-transaction engagement can become a company’s lifeblood. Always Follow Up
  29. 29. Customer Engagement TripAdvisor, for example, relies heavily on its more than 100 million user-generated reviews to convince customers to book hotels, restaurants, and travel services online.
  30. 30. Customer Engagement
  31. 31. Customer Engagement Reevaluate your post-transaction user experience and look for opportunities to invite customers to engage with your brand. Ask your customers to rate their purchases, and create a platform for user-generated content and reviews. Reward customers with invitations to join frequent purchase programs and participate in private sales. Invite customers to join your mailing list, create a wishlist, or extend special offers to their social networks. And make sure you have a system in place for easy returns and swift problem resolution.
  32. 32. Customer Engagement Tools for engaging post purchase: 1. Customer reviews & feedback ratings 2. Reward programs 3. Newsletters & wishlists 4. Private sales & special offers 5. Easy returns
  33. 33. Customer Engagement Marketing studies have shown time and again that consumers respond more favorably to personalized messages than to mass promotions. And in fact, a chief complaint customers voiced in one recent study is that they aren’t marketed to as Personalize Your Communications 3
  34. 34. Customer Engagement Using social media (Facebook, Twitter, Yelp, Pinterest,Instagram) is an obvious way to connect with and engage customers. • But the success of your social media strategy depends on how and what you communicate. • The mistake many retailers make is using their social media channels to talk exclusively about their companies or products. • All they’re really doing is applying the traditional, one-way communication model to a new medium. • To truly engage customers with social media, the conversation needs to be about and include customers. Use Social Media Wisely4
  35. 35. Customer Engagement • The rules for building an effective social media presence are similar to those for building a blog audience. • It’s important to add fresh content daily. • Your content should be relevant, personable, and provide unique insights and comments on topics that appeal to your customers’ interests. • It’s ok to mention products and promotions, but don’t overly pitch.
  36. 36. Customer Engagement The idea is to communicate your brand’s personality and values, so you can reinforce existing brand affinity and attract new customers with whom your brand voice resonates. One of the most “liked” retailers on Facebook, Target does a great job balancing news about their store promotions with humor, interactive games, and conversational observations. To measure the effectiveness of your social media engagement, Social Media Examiner recommends creating a point-based rating system for interactions. For example: Likes, pins, or tweets = 1 point; comments = 5 points; shares or retweets = 10 points. Create different rating systems for different social media channels, so you can see where to focus and fine-tune your engagement efforts.
  37. 37. Customer Engagement
  38. 38. Customer Engagement Examples of engagement-friendly social media content: 1. Soliciting opinions & feedback 2. Voting for product favorites 3. Asking customers to help co-create ad campaigns 4. Videos of live events or product demos 5. Coupons, giveaways, & contests 6. Sharing articles, quotes, & images
  39. 39. Customer Engagement Mobile is growing rapidly as a retail channel and becoming increasingly valuable as a tool for engaging customers. According to BI Intelligence, 29% of mobile users have now made a purchase with their phones, and mobile commerce retail sales are expected to top $67 billion by 2015.1 Early research has shown that mobile web advertisements—largely because of their extremely small size—don’t work. But apps, with which smart phone users spend at least 80% of their time, hold more promise for engaging customers. The challenge for retailers is learning how to best engage customers via social, gaming, lifestyle, productivity, and branded apps—given that smart phone customers typically use only a select few of the apps they download. The trend presents significant challenges and opportunities for retailers, who are now tasked with optimizing their sites for mobile and finding new ways to reach and engage customers on their mobile phones and tablets. 5 Make the Most of Mobile Commerce
  40. 40. Customer Engagement As a first step in engaging mobile customers, make sure your store site is optimized for a variety of mobile devices. Make a point to continually re-evaluate your end-to-end mobile shopping experience to accommodate your mobile customers’ changing behaviors and needs. Is your mobile interface intuitive? Are images and pull-down menus resizing correctly? Is your search function easy to see and use? Are ratings and reviews displaying prominently? Checkout, too, should be optimized for mobile devices. It should also be easy for customers to share products and purchases with their social networks.
  41. 41. Customer Engagement • Whether or not you decide to build a branded app for your store will depend largely on the size of your customer base. • If you’re a retailer with more than a few retail store locations, for example, it may make sense to invest in building a branded store app. But store apps should do more than just recreate the same shopping experience you already offer online. • To increase the odds of success, you’ll need to offer customers a new level of convenience or value that they can’t get from their mobile browser. • Walgreens, for example, has an app that makes it easy for customers to fill their pharmacy prescriptions without waiting in line. • Pizza Hut lets customers order food for delivery and take advantage of mobile-only coupons and deals.
  42. 42. Customer Engagement As online sales continue to replace in-store sales, digital interactions are increasingly replacing live interactions with customers. But live interactions—in the form of online and offline events—can prove a valuable way for retailers to build loyal customer communities. Connect Live When You Can 6
  43. 43. Customer Engagement Not all community building needs to involve expensive live events, however. Virtual events, webcasts, and online community forums, while not free to offer, can be much less expensive to host, market, and maintain.
  44. 44. Customer Engagement Tools for engaging live: 1. Webinars 2. Webcasting 3. Community forums 4. Live events
  45. 45. Customer Engagement
  46. 46. Customer Engagement
  47. 47. Customer Engagement Conclusions • Measuring success • Additional resources
  48. 48. Customer Engagement Conclusions: Measuring Success Developing a successful plan for customer engagement may seem like a significant and expensive undertaking, but it doesn’t have to be.
  49. 49. Customer Engagement Often, it's the most basic, fundamental changes that produce the biggest impact:
  50. 50. Customer Engagement Beyond these fundamentals, there are endless strategies and technologies you can use to create signs of successful engagement campaigns that complement the marketing and advertising campaigns you already have in place. • The key is to integrate your efforts, so that your communications reflect a cohesive strategy and brand voice. • The rules and tools outlined here should help get you started. • Monitor your customer engagement success in terms of repeat sales, higher average order values, • customer satisfaction surveys, social media mentions, and lower customer acquisition costs. • The more interactions you can cultivate with customers, the more you’ll see your investment in engagement strategies pay off.
  51. 51. Customer Engagement Signs of Success Engagement Metrics · Duration of visit · Frequency of visit / # repeat visits · Depth of visit (% of site visited) · Sales · Newsletter sign ups · Bookmarks, tags, ratings · Page views · Registrations · Content sharing / downloads · Customer reviews Actions
  52. 52. Customer Engagement
  53. 53. Customer Engagement Quick Guide to Rules (and Tools) of Customer Engagement 1 . Create Positive Shopping Experiences • Customer service excellence • Live chat • Creative shipping options • Intelligent product recommendations • Unique site views 2 Always Follow Up • Customer reviews & feedback ratings • Reward programs • Newsletters & wishlists • Private sales & special offers • Easy returns 3 Personalize Your Communications • Email offers & promotions • Reward programs • Video, games, & lifestyle content • Blogs & community forums • Giveaways & community forums
  54. 54. Customer Engagement 4. Use Social Media Wisely • Soliciting opinions & feedback • Voting for product favorites • Asking customers to help co-create ad campaigns • Videos of live events or product demos • Coupons, giveaways, & contests • Sharing articles, quotes, & images 5 Make the Most of Mobile Commerce • Mobile analytics • Mobile checkout or express checkout • Mobile apps • Location-based marketing 6 Connect Live When You Can • Webinars • Webcasting • Community forums • Live events
  55. 55. Customer Engagement Q & A Thank You
  56. 56. Customer Engagement
  57. 57. Customer Engagement
  58. 58. Customer Engagement

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