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A framework for building online customer engagement

by Bernie Johnson
22 Oct 2014
3 min read
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A framework for building online customer engagement

Accelerate customer engagement in 5-easy steps.

 

 1. Define Goals & KPIs

KPIs should both be measurable and attainable, along with being reflective of an expected growth in customer retention over time. Short-term goals should be focused primarily on lead-generation and conversion targets, however very quickly there will need to be targets set around brand sentiment, social sharing, advocacy and, most-importantly, customer loyalty. Examples of KPIs for an online  retail company might be:
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2. Brainstorm Quickly 

You don't need to spend longer than an hour to come up with amazing ideas. The key is to have the problem clearly defined (and validated) prior to starting the session. Once the problem is presented to the wider group (5mins), create 2-3 teams of 3-4 people in each, to brainstorm ideas (30mins) and then verbally present back to everyone (25mins).   

 

3. Rapid Prototyping

The objective here is to rapidly prototype (or wireframe) your idea and then create a low-fidelity working version (be it a website or online campaign), which you can quickly take to market and test. Don't get too caught-up on pixel perfection at this stage, but rather focus on capturing the essence of the idea. 

 

4. Test & Measure

Pick a small sample of your target audience to test your prototype against. Use AdWords to wash targeted traffic against the prototypes and create different variations using split and multivariate testing tools. Then analyse the results and structure follow up tests to build on the learnings. Succeed quickly or fail-fast (and quickly roll-out improvements).

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5. Drive Retention through Personalisation

Once you have a proven model to convert, use personalisation to retain your most valuable customers. "Active" loyalists become brand champions, willing to refer and recommend the brand to others. "Passive" loyalists, on the other hand, become impartial in their advocacy for the brand and will be open to switching or changing at a future date. It's important to focus on building Active loyalists through the creation of meaningful personalised experiences which serve to extend your customer's Lifetime Value.  
 

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