5 Ways to Authentically Engage Your Customers

Monday, April 11, 2016

Customer EngagementIn case you hadn’t noticed, customers are more likely than ever before to complain about your organisation, using their personal and social media networks to “spread the word”. They are also acutely aware of their options – they can walk away from you and engage with another organisation just as easily.

Mohanbir Sawheny of the Kellogg School at Northwestern University has researched this phenomena (read it here) and found that the number one thing customers are interested in is a positive relationship. Now customers is a big word, and includes not just people who buy a product, but also who may attend a school, are residents at an aged-care facility, donate to your organisation, volunteer their time or make a commitment to follow your values. They all have options and are not afraid to exercise them.

In exploring this engagement with customers, Sawheny recommends five things organisations can do to enhance this relationship. The full details are found in the article, but in summary they are:

  1. Offer customers real value
  2. Build a community
  3. Inspire people
  4. Provide entertainment value
  5. Keep conversation going

The best time to change is now, so this week think of two things from the above list that you could do to better engage with your customers.

The Avondale Business School can help you with change management in your organisation – find out how by contacting Warrick Long at the Avondale Business School.

E: [email protected]

P: 02 4980 2168