Technology is at the core of a business growth by providing it with the ability to collect, manage, use and store data from a variety of sources. In a competitive market, there is no other solution for businesses than to adapt and embrace tech evolutions, especially when it comes to managing customer engagement. The word of mouth days are not dead, but you won’t be surprised to find out that the majority of your customers interact with your brand online. In fact, since the rise of eCommerce functions, a lot of entrepreneurs might be tempted to believe that customer interaction can be reduced to a click to buy functionality. This would be a costly mistake. As technology has evolved into a digitalized market world, businesses need to invest more efforts than ever in establishing and retaining positive engagement strategies. If you remember the old days before every company had a website, all one needed to engage with potential customers was a sign on the door to promote your best products. Adding digital to the mix has forced businesses to not only develop smart and interactive solutions to maintain high interaction levels but also to change their commercial behaviors to satisfy the customers’ expectations.
Tech changes the brain and the way we see the world
As Neuroscientist, Prof Susan Greenfield, warns: The brain is a constantly changing entity. At a microcellular level, the brain hides a complex network of nerve cells that react and change in response to specific stimuli or experiences. While everybody knew for sure that the brain was able to deteriorate and change shape with age and with neuro-debilitating diseases such as Alzheimer’s, the fact that your brain could continue to change throughout your life might come as a surprise. Over the previous centuries, the brain has adapted to new stimuli and situations over time. But the extensive introduction of technology in everyday life might increase the pace at which the human brain adapts to its surroundings. Under the influence of video games, websites, and wireless networks, it is possible that the human brain might increase its natural malleability to ingest the notion of self and creates a notion of cyber society instead. For modern generations, what has been posted on social media platforms doesn’t exist in the real world: Reality is defined by social media presence. While the time of human cyborgs has not come yet, it’s important for businesses to understand that 21st-century customers think and reason differently from 20th-century ones.
A full-on solution to keep your customers engaged
As the brain has naturally evolved to expect digital interactions to define the presence and the reality of an offer, it’s essential to build an interactive and reactive marketing engagement strategy around the website. From capturing leads effectively through an optimized lead capture page to integrating your website to a variety of business platforms — CRM, invoicing, etc. —, maintaining constant engagement is hard work. Unless you have a fully dedicated and trained team to manage the task, you might want to work with professional MSP marketing systems that can manage all service providers, IT consultants and VARs for your digital presence. The advantage of working with a dedicated team is that you’ve got time to develop your services while they engage with your customers.
Gaming is not just for fun but money too
As the quality of gaming experiences has evolved, it’s now possible to develop entire engagement strategies using only gamification experiences to interact with your customer base. Playfulness is a natural behavior in intelligent creatures — not only us but animals too — so it’s only natural that the idea of games is part of an engagement campaign. Virtual reality, while it remains an expensive environment to develop, has enabled companies such as YouVisit and Live Nation to share new offerings with the young generation. The result? A rapid increase in engagement and sale! Other companies, such as fitness trackers, use gamification to retain existing customers.
People want immediate results
The first downside of our extensive use of digital technology is the fact that people are now used to the famous click and buy process: They click and the product is immediately dispatched. In other words, instant gratification is becoming a digital habit. The main issue about this is that customers don’t need to be patient anymore. You can click to buy, and Amazon will still deliver your parcel before the end of the day. Consequently, any event that delays the immediacy of the process is frowned upon. The problem with this behavior is that customers can’t bear to wait a day or two as they would have in the past.
With everyone and their dog using digital devices, it’s only natural that companies explore digital solutions to establish customer engagement. From managed services to gamification, they are plenty of ways to engage with your customers. Beware, though, technology is dramatically changing our brains and expectations!