Customer Engagement Strategy

The mistake many retailers make is using their social media channels to talk exclusively about their companies or products. All they’re really doing is applying the traditional, one-way communication model to a new medium. To truly engage customers of Curry's PC Worldwith social media, the conversation needs to be about— and include—customers.The rules for building an effective social media presence are similar to those for building a blog audience. It’s important to add fresh content daily. The content should be relevant, personable, and provide unique insights and comments on topics that appeal to the customers’ interests. It’s a good idea to mention products and promotions, but don’t overly pitch.4. Making the Most of Mobile CommerceAt the moment the case company doesn’t use the Mobile Commerce to its capacity. Mobile is growing rapidly as a retail channel and becoming increasingly valuable as a tool for engaging customers. According to BI Intelligence, 29% of mobile users have now made a purchase with their phones, and mobile commerce retail sales are expected to top $67 billion by 2015.The trend presents significant challenges and opportunities for Curry's PC World, who is now tasked with optimizing its sites for mobile and finding new ways to reach and engage customers on their mobile phones and tablets.Development of the online customer community will help the company to enhance its customer engagement. In its turn, the growing customer engagement allows the company to get more revenue, increase customer loyalty. 4. Recommendations for implementation a new strategyTo enable the new strategy to be implemented Curry's PC World should follow the recommendations:1. Conduct employee training for interactive communication with the customers. To implement the proposed strategy of the investigated enterprise personnel will need more time and effort. The author believes that the company's employees can cope with the new responsibilities to monitor comments on the Internet. However, enterprises' personnel will be required to undergo special training.This training will include the patterns of responses when communicating with customers.2. Make the content of blog posts, the Curry's PC World group’s of social networks posts more client-oriented. To date, the company's posts in the social networks, as a rule, contain information about its products, promotions, contests, but not about how the proposed Goods and services will help to improve the lives of customers. It is necessary to place more articles about how using electronics in a particular area of ​​life will enable customers to be more happy and successful people. Thus, the use of electronics in everyday life can reduce the time spent on cooking, cleaning, laundry - and saving the time for hobbies and family. Also, the electronics allows to diagnose the state of health and to maintain it in good condition.Thus, for the formation of the company's online community it is necessary to give customers more interesting and useful information with the opportunities of the comments.3. Create applications or games on Curry's PC World’s websites, clearly demonstrating the improvement of life through the use of electronics. The application can be called "Your perfect day." In this application- game the visitor will be asked to perform daily activities using the high-tech electronics. So, the visitor can be engaged in fitness by monitoring his heart rate, measuring and comparing the results of the last exercise. This application will serve as an example of how the customers can effectively organize their own lives in order to achieve all the set goals and objectives. Customers can also share in the comments, how they want to change their lives through the use of electronics. In this case, the feedback is very important. At the same time there is a formation of a buyer's image as a high-performance people who value their time.The effectiveness of the new strategy can be assessed on the following parameters:Duration of visitFrequency of visit / repeat visitsDepth of visit (% of site visited)Click-through ratesSalesLifetime value.The author believes that the proposed strategy of customers engagement will allow the company to meet their interests better, and due to a larger volume of sales to improve company’s own financial state.5. Executive summaryAn audit of existing customer engagement practices of Curry's PC World has shown, that now the website and groups of the company in the social nets is still oriented to its product and services, but not to the clients and their needs.In this paper a new customer engagement strategy for Curry's PC World was proposed. For implementation of this strategy the author recommends:1.To conduct employee training for interactive communication with the customers. 2. To make the content of blog posts, the Curry's PC World group’s of social networks posts more client-oriented.3. Tocreate applications or games on Curry's PC World’s websites, clearly demonstrating the improvement of life through the use of electronics.The effectiveness of the new strategy can be assessed on the duration, dept and frequency of visit, click-through rates,sales, lifetime value.List of referencesAshley, C., Noble, S., Donthu, N., & Lemon, K. (2010). Why customers won't relate: obstacles to relationship marketing engagement. Journal of Business Research, 749-756.Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management.Strategy and Leadership, 30-37.Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., et al. (2010). Analytics for Customer Engagement. 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