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Five Ways Brands Are Screwing Up Customer Engagement: How You Can Get It Right

by Brandon Carter  |  
May 22, 2017
  |  3,724 views

You'd think customer engagement wouldn't be all that difficult.

They're customers, after all. They're already sold enough on your brand to have made a purchase. Now you just need to hang on to them, ping them with the right messages at the right time, and the rest just takes care of itself, right?

If that were really the case, there wouldn't be such a growing demand for engagement solutions, and more than only a quarter of the population would consider themselves loyal to a brand.

Customer engagement really isn't all that complicated. At its core, it's the act of keeping a brand in front of someone on a consistent basis in a way that adds meaningful value to the relationship.

What's so hard about engaging people who are already convinced enough about you to have made an initial purchase?


In my view, these are the five big mistakes companies make in their relationships with their customers.

1. They sell when they should give

Pop open your email inbox right now, and most of what you'll open is designed to convince you to buy more stuff.


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Brandon Carter is a loyalty and engagement writer and analyst for Access Development. He covers customer loyalty and engagement and employee engagement.

LinkedIn: Brandon Carter

Twitter: @bscarter

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  • by Evelyn Puerto Mon May 22, 2017 via web

    Love some of the points you make in this article. It's so important to keep in mind that our customers are real people with real needs, not just a bunch email addresses or numbers on a credit card.

    And I'm going to keep your question in mind: What's the most important thing someone can do to get the best experience from your product or service, or your brand?

  • by Eddy Hagen - insights4print.ceo Mon May 22, 2017 via web

    Here is also another one where they screw up: making the wrong conclusions when tracking emails...
    Last week I got an email from a publisher who claimed I didn't read his newsletters. But I did read them!
    The problem: tracking of email opening is fundamentally flawed. You can read more about that in this blog post: https://www.insights4print.ceo/2017/05/email-opening-rates-are-fundamentall...

  • by Rebecca Mon May 22, 2017 via web

    This sums it all up! Too bad it is missed so often.

    "Engagement is all about relationships. Most great relationships aren't built by keeping secrets or selling things to each other. Relationships are about belonging to your customers' tribe and adding value that makes their lives better and easier."

  • by Bill Lennan Mon May 22, 2017 via web

    You missed huge one - maybe the hugest.

    Brands don't answer when customers reach out to them on social media.

    Relationships are never one sided - relationships include conversation.
    Assuming that sending "the right" email is a relationship is short sided - and won't actually build loyalty.

    Conversations build loyalty - aka answer on social media...

  • by Monica Pitcairn Mon May 22, 2017 via web

    What you put in is what you get out. Heartening to know that the really good advice never goes out of fashion.
    "Quick buck Nick" take a number and stand in line, the real money and sustainability is in the relationship.

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