In today’s busy world, we are swimming in information. Nonstop images and words compete for our attention. To stand out, companies need to click with customers.
You can’t be distinct by blasting promotional messages anymore. Instead, create a real connection with your audience. Every customer interaction is important—regardless of the size of your business or whether exchanges are online or in person.
Meaningful interaction lets companies:
- get closer to customers.
- include clients in their brand’s story.
- increase the number of users.
- build relationships.
Ultimately, it encourages brand loyalty and improves profits. It shows that a company cares about its customers.
So, how can you create meaningful interactions with clients?
Be authentic on your social channels
There’s no way around it: people are hyper-connected. To engage them, you need an online presence. Customers want brands to connect with them. And many see social media as the best way for brands to build relationships. But staged images and ads clutter social feeds—it can be tough to tell what’s genuine. Yet 90% of consumers say authenticity is necessary when they choose brands to support. Social media is a chance to create a dialogue between clients and a brand. So, make sure that communication is sincere.
- Are we posting relatable content?
- Are we sending quick, engaging, and empathetic responses?
- Does our audience feel like we are listening to them? Do they feel understood?
- Do our posts consistently reflect our brand’s story?
Create an emotional connection
Customers are surrounded by ads—whether on the streets, online, or in print. To earn their trust, you have to relate to them. Building an emotional bond allows you to understand a client and deliver the right type of service or action.
- Be empathetic: see things through their eyes.
- Put your clients first: consider what you want their experience to be.
- Find out what customers value.
- Try to understand their needs.
These strategies improve your products and services. You want your customers to feel proud they support you.
Patagonia is an example of a company that builds an emotional connection. They brand themselves as a socially conscious outdoor clothing company. To engage like-minded customers, they support the causes their clients care about. Their business model—from ethical suppliers to fair wages—applies this. They focus on the experience, not just the sale.
Offer support services online or in an app
Our society relies heavily on technology. Customers often want to interact with a brand 24/7. And not everyone has time during peak business hours. Self-service apps and online support give customers faith that help is always available. Being able to check an account quickly through a mobile app can reduce frustration—especially outside of business hours. UPS has a mobile app, for instance, where customers can get shipping info anytime and anywhere.
You can also engage customers on social media support. For example, Amazon offers fast and personal help through Twitter. They have a handle—@AmazonHelp—dedicated to client support. The helpline provides answers in multiple languages. Customer service reps also add a human touch by adding their initials on messages. Amazon actively meets its customers’ needs. And this builds brand loyalty.
Businesses that build relationships with clients stand out from the competition. They become industry leaders. In the end, meaningful interaction breeds brand loyalty. And a brand that connects with customers stays with them.