How brands can drive customer engagement, loyalty in the digital age

An online presence is non-negotiable for brands today, especially as the world becomes increasingly digital-focused. But it's not enough to simply have a website. It must appeal to consumers and give them a good experience, whether that be easy functionality or a smooth purchase process. Not doing so can have adverse effects. According to research from Zippia, 75% of people judge a company's credibility based on its website, and poor user experience leads to 76% of users switching to competitors.

As the digital marketplace expands and UX grows more essential, brands are charged with finding ways to stand out among the fray and keep users engaged, loyal and satisfied. That's why brands need to prioritize customer experience.

The importance of CX today

CX, which refers to everything an organization does to deliver superior experiences, value and growth for customers, has become a key differentiating factor for brands today, especially online. With so many options at their fingertips, consumers have endless choices for where they want to shop. And they're choosing the brands that put them first. Research from Emplifi shows that 86% of consumers will leave a brand they trusted after only two poor customer experiences.

The era of one-dimensional customer relationships is over. For companies to survive today, they need to center CX by keeping customers engaged and inspiring loyalty from them. Here are a few ways brands can do this:

Implement interactive shopping experiences into online strategies

Interactive shopping experiences enable consumers to engage with and learn about a company and its products and services before purchasing. These experiences can help build customer engagement, which is growing more crucial for businesses. In Twilio's "The State of Customer Engagement Report," 40% of engagement leaders were more likely to report their customer retention rate was "much higher" than the previous year.

The data shows that engaging customers is linked to retaining customers. If consumers aren't engaged when visiting a brand's website, they'll find little reason to return in the future. While getting a transaction is every brand's goal, engaging with consumers establishes loyalty in the long run. And brand loyalty is what turns casual consumers into staunch customers. Failing to do so can run consumers into the arms of a competitor offering the interactive and engaging experiences they seek.

Brands that want to integrate interactive shopping experiences into their online strategies should consider surveys, videos and trials. These activities allow consumers to share their opinions, watch supplemental information while shopping and explore products and services without the long-term commitment. Brands can encourage consumers to participate in these activities through incentives, like a reward system where they can earn coupons or points towards their purchases.

As a bonus, customers aren't the only ones who'll benefit from interactive shopping experiences. Brands can use them as an opportunity to gather more data and insights, enabling them to deliver a more personalized experience and better serve their customers.

Ensure transparency and trust during customer interactions

The most essential part of keeping customers loyal is being transparent and truthful. All too often, brands don't clearly communicate with customers or sell them a dream but do little to nothing to follow through with it. This is how mistrust enters the picture. And once that trust is gone, it can be hard to get back, which will impact customer retention.

Brands can avoid this by upping their communication efforts with customers. This means offering around-the-clock customer service availability and responding to any queries in a timely manner, allowing customers to get support when they need it. Brands can also go the extra mile and reach out to customers first with any issues that may arise and offer solutions. For instance, if a package delivery is delayed, brands can inform the customer and give them the option to cancel the order.

These transparent communication efforts can also be paired with interactive shopping experiences. When asking customers to take a survey, brands should be clear on what actions participants need to take, what the survey will be used for and what participants will get by completing it. This lets customers know what to expect and can help them make a more informed decision.

Being transparent and truthful can be fruitful for a company's bottom line. In Salsify's "2022 How to Meet the Demands of Omnichannel Shoppers report," 46% of consumers will pay more for products and services from trusted brands. The more people trust a brand, the more they're willing to spend.

Standing out in the digital age requires brands to go the extra mile with their online presence. That means prioritizing customers and giving them an experience that keeps them engaged and inspires loyalty. By implementing interactive shopping experiences and being transparent and truthful with customers, brands can cultivate a customer base that keeps coming back to their website.