Please enter your username or the email address associated with the account so we can help you reset your password.
If a brand is only focused on answering phone calls or responding to emails, it may be missing the opportunity to build a community and engage with customers, according to a new report from Accent Marketing.
The report, “Customer Engagement and Today’s Consumer,” reveals that customer engagement is evolving from toll-free numbers to multiple social media channels.
“Our goal was to connect with consumers to discover their preferences for engaging with a brand,” Roger Huff, director, social media and digital strategy for Accent, said in the report. “The survey findings prove that brands need to pay attention, anticipate consumer’s needs, and create natural conversations across all channels, especially social media.”
Here are some key takeaways from the report:
Here are some additional key statistics from the survey:
“Consumers behave differently across channels and if brands are going to create engagement that drives customer loyalty and builds brand advocates, it’s increasingly important for CMOs to understand their customers’ behavior on varying channels,” David Norton, executive vice president of customer analytics and insights at MDC Partners and chairman, Accent Marketing Services, said in the report. “To be a part of the conversation, CMOs need to have a social strategy in place to build a trusted relationship with their consumers and within their social community, ultimately creating a lifetime of engagement on social channels and in person.”
CMOs, according to the survey, need to know what is being said about a brand or current campaigns and promotions.
“Listening is the only way to know exactly how customers want to be engaged with by a brand and taking that information and using it to enhance and modify the brand’s customer engagement strategy,” the report says. “Facebook offers a unique outlet for brands looking to move beyond traditional customer service channels. More consumers are turning to Facebook to interact with brands than any other channel, showing that they expect brands to be prepared to respond and solve customer questions and complaints. Brands looking to take advantage of this opportunity should focus on empowering social media managers to quickly and effectively listen and respond to customer concerns and issues.”
Accent marketing surveyed more than 1,000 consumers in June 2014 through an online survey. Responses were collected from both male and female respondents (aged 18 and older) in the United States.
Thank you for signing up, please check your email for more information.