Ever wondered why some businesses seem to effortlessly build loyal customer bases while others struggle to keep customers interested? It’s all about how you engage customers.
When they feel valued and understood, they are likely to return and recommend the business to others. Engaged customers will not only make repeat purchases but also become brand advocates, sharing their positive experiences with their networks, which drives new customer acquisition.
Numbers don’t lie: businesses that engage their customers on every available channel can see a 23% higher share of wallet, profitability, revenue, and relationship growth compared to the average customer.
But how can businesses consistently achieve this level of engagement? By making the most of customer engagement platforms. These provide countless tools to personalize interactions, respond quickly to inquiries, and anticipate customer needs.
By the end of this article, you will have a clearer understanding of why customer engagement is vital and how to choose the best platform to suit your business needs.
A customer engagement platform is a comprehensive software solution that facilitates and enhances interactions between a business and its customers across various channels.
It allows businesses to engage with their customers more effectively, personalize communications, gather and analyze customer data, and deliver consistent, high-quality experiences throughout the customer journey.
Here are the key criteria to consider when choosing the right customer engagement platform for your needs.
Ensure that the platform can integrate smoothly with your existing Customer Relationship Management (CRM) system to provide a unified view of customer interactions.
Pro tip: Look for real-time data syncing capabilities to keep customer information updated across all systems.
A platform with a user-friendly interface and intuitive design ensures that all team members can quickly learn and effectively use the system, reducing the time and cost associated with training. Users can perform tasks efficiently without needing extensive technical knowledge.
The platform you choose should be able to handle an increasing volume of customer interactions as your business grows without compromising performance. It should include flexible features and customization options that can evolve with your business needs. This includes adding new users, integrating with other tools, and scaling up functionalities as required.
Look for platforms that offer 24/7 support through various channels, such as phone, email, and live chat. To make the most of whichever platform you choose, make sure that it includes comprehensive training resources, such as tutorials, webinars, and documentation.
Look for clear and transparent pricing models without hidden fees. Understand what is included in each pricing tier and how additional features or users impact the cost. Then, consider the potential return on investment (ROI) by comparing the cost to the expected benefits, such as increased customer satisfaction and higher sales.
Real-world experiences from other users provide valuable insights into the platform’s performance, reliability, and ease of use. Look for reviews on independent review sites and consider both positive and negative feedback.
Also look into expert reviews to get more comprehensive, objective assessments. These reviews often compare multiple platforms, helping you understand how each option stands out in the market.
Image source: Salesforce.com
Service Cloud offers a comprehensive suite of tools for managing customer interactions, streamlining workflows, and enhancing customer satisfaction.
Key features
Pricing
Use cases
Field service: Real-time collaboration and efficient management of field technicians.
Image source: Hubspot.com
HubSpot is designed to help businesses of all sizes attract visitors, convert leads, and close customers. Its user-friendly interface and comprehensive functionality make it a popular choice for managing customer interactions.
Image source: Zendesk.com
Zendesk provides tools for customer service, engagement, and support that enable companies to provide better customer experiences. It integrates various communication channels into a single platform, making it easier for businesses to manage customer interactions and support processes.
Image source: Intercom.com
Intercom enables businesses to engage with their customers through targeted messages, in-app chats, and automated workflows, improving customer experience and support efficiency
Image source: Freshworks.com
Freshdesk provides businesses with a unified platform to manage customer interactions across multiple channels and a range of tools to help support teams deliver faster and more effective customer service.
Image source: Pipedrive.com
Pipedrive focuses on sales pipeline management, offering a visual and intuitive interface that allows users to track deals, manage contacts, and automate various sales tasks.
Image source: Business.Adobe.com
Marketo, an Adobe company, offers a comprehensive suite of tools for email marketing, lead management, consumer marketing, customer base marketing, and mobile marketing.
Marketo’s pricing is not publicly listed on their website and requires contacting their sales team for a custom quote. Pricing vary based on the size of the business, number of users, and specific feature needs.
Image source: ActiveCampaign,com
ActiveCampaign is designed to help businesses of all sizes engage with their customers and grow their sales through personalized, automated marketing campaigns.
Image source: SproutSocial.com
Sprout Social is widely used by businesses of all sizes, from small startups to large enterprises, to streamline their social media efforts and improve customer engagement.
Image source: Klaviyo.com
Klaviyo incorporates powerful automation capabilities and robust analytics, helping businesses deliver effective email marketing campaigns that resonate with their audience.
Image source: Gainsight.com
Gainsight focuses on delivering insights into customer health, driving engagement, and ensuring customers achieve their desired outcomes. It is particularly popular among SaaS companies and other subscription-based businesses that prioritize customer retention and growth.
Gainsight offers customized pricing based on the specific needs and size of your business. Pricing details are not publicly listed and typically require a consultation with their sales team.
Image source: Salesloft.com
Drift enables companies to convert website visitors into leads, enhance customer interactions, and accelerate the sales cycle. It is particularly popular among B2B businesses looking to improve their marketing and sales processes.
Image source: Hootsuite.com
Hootsuite is a powerful customer engagement platform that helps you manage social media and improve your customer service with advanced tools for scheduling, publishing, and analytics.
Image source: Mailchimp.com
Mailchimp offers tools for email marketing, audience management, and marketing automation. It also provides additional features for social media, landing pages, and more, making it a versatile solution for marketers.
Image source: Braze.com
Braze enables personalized, multi-channel messaging across various digital channels, such as email, mobile, web, and more. It is known for its robust data capabilities, real-time interactions, and a strong focus on enhancing user experiences.
Braze offers a customized pricing model based on the specific needs of a business. Factors influencing the cost include the number of active users, the volume of messages sent, and additional features or integrations required. To get a precise quote, you will need to contact Braze directly.
When choosing the customer engagement platform, you should start with defining your goals. What will it help you achieve? Whether it’s improving customer support, driving sales, increasing retention, or enhancing marketing efforts, understanding your goals will guide the right decision.
Choose a platform that can grow with your business and includes multiple communication channels and integration capabilities. Consider the potential return on investment and weigh the cost against the benefits to avoid going over budget.
Take advantage of free trials to test the platform’s features and usability firsthand. If free trials aren’t available, request demos from the platform providers to see how the tools work in real-world scenarios and ask specific questions about your use cases.
Raluca Mocanu is a seasoned content writer, specializing in content marketing since 2016. With a strong focus on customer behavior analysis and SEO optimization, she crafts compelling narratives that drive engagement and boost conversions.
The B2B customer journey highlights all the touchpoints a customer has with a B2B company. From discovery to purchase and beyond, it’s important to have a bird’s eye view of the entire customer experience.
Let your customers leave on a positive note and learn how to reconnect to get them back.
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