Why Customer Engagement is Important? Part 1 – Rave Reviews and Rants

Customer engagement has become an important parameter for business success today. In this context, customer engagement is now almost synonymous to customer satisfaction. Customer engagement can happen through both online and offline channels. Positive customer engagement not only boosts your brand’s reputation but can also help drive sales. There are several ways a business interacts with its customers.

Product Review Sections

Customer review sections are some of the most visited sections on e-commerce sites. A product review is like a personal endorsement from a genuine purchaser. New buyers read these reviews for making a decision. The more negative or positive reviews you get the more effect it has on your sales.

Social Media Pages

Buyers also leave reviews on social media brand pages. Facebook, Twitter, and Instagram have become a medium for buyers-seller communication. Popular brands have been engaging with customers on social media for a while now.

Review Aggregators

These independent review sites let people rate their buys and offer advice to new buyers. Users can also rate offline products and services here. For example, TripAdvisor lets users share their experience of hotel stays.

Online Forums

User forums have also become quite popular with first-time buyers. Websites like Quora have become an important source of information for the netizens. Again, these forums are quite useful when you are looking for offline product reviews.

Customer Care

Customer care numbers still get a lot of queries and complaints. Although a bit conventional, this is a more interpersonal medium for customer engagement. Generally, customers can rate their experience through SMS and email questionnaires after the call.

Significance of Rave Reviews and Rants

• The most visible effect of 5-star reviews is that these reviews help drive your sales. The closer you are to a 5-star rating, the more buyers choose your product over the competition. Replying with thank you notes to your customers can further enrich user experience.

• Happy customers not only help improve online sales but can also drive offline sales. Nowadays, social media and word of mouth can spread a customer’s experience like wildfire.

• Unhappy customers can also be a source for driving sales. Timely resolution of user concerns can motivate them to reverse their initial review. This in turn can make a potential buyer confident in trading with you.

• Furthermore, user rants can also be beneficial for your company. Analysing negative reviews can help you understand the ways customers use your products. Based on that you can develop alternative usage scenarios for your product. Also, genuine user concerns can be used as a guide for future product development.

• A good user engagement strategy will also increase brand loyalty. A buyer is more likely to shop for your product if he/she has had a positive experience in the past. Buyers may also look for your brand’s other offerings in such instances.

Concluding thoughts

User experience or UX is fast becoming a key factor in increasing sales/growth for companies. The theory was brought to fore by the late CEO of Apple Inc. – Steve Jobs. The success of Apple all these years later is a testament to the enduring philosophy of UX. Customer engagement forms a large part of UX and is critical for any business’s long-term success.

750% Growth – This is How Success is Defined!

The Curtain Call of Coir – G Sindhu’s Entrepreneurial Story

In 2007, a remote area of Modakupatti in Tirupur saw the emergence of Evergreen Enterprises. As a company that dealt in coconut and coconut products primarily, it wasn’t much of a contrasting setup in the locale. The defining trait in the company was that it was being spearheaded by a woman, being in an industry that is mostly male dominated.

A graduate from the University of Warwick, G Sindhu made a bold move of taking over her husband’s family business. While keen business acumen and dedication were the keys to turning the tables in her favor, this woman entrepreneur opines that having a sharp lookout for the relevant opportunity can go miles in making the best of any situation. While the initial challenge was convincing the family to let her take control of the business that comprises 99% men as suppliers and buyers, there were further business challenges as well.

The challenge of coping with the shortage of human resource was handled in a very smart way. Locals of Modakupatti were trained and recruited to serve as the manpower for the startup. This has resulted in the employment of over 100 uneducated people and now they have a steady livelihood thanks to the company. Evergreen Enterprises works mainly out of Modakupatti, and has a business office in Coimbatore.

For the problems concerning funding, G Sindhu tried approaching banks. But unnecessarily long processes and requirements of collaterals made the entire situation too muddy to cope with. Another bold move on her part was approaching an alternative lender, Lendingkart. The business had taken up all of the pooled capital and she was looking for cash flow. “The speed of processing the loan was very fast, compared to public sector banks”, says G Sindhu. An avid supporter of the role of technology in furthering a business, a fintech company like Lendingkart made more sense to her than traditional banks.

In just a year of taking over the business, G Sindhu has made the company increase its turnover by 750 percent. In the past 2.5 years, the number of clients for Evergreen Enterprises has shot up from 10 to a considerable 140.
Citing a few words on accountability and goal-setting from the successful entrepreneur herself – “(We) follow a system to measure the progress and set the goals every day, every fortnight and every 45 days. This fosters accountability among team members.” Working alongside farmers, clients and team members, she suggests that an amiable environment for all of them is the key to growing a business.