Choosing the right engagement model for your business

What are engagement models?

Engagement models, when relating this to customers, is a framework used by businesses to enable them to effectively interact with customers. Using an engagement model helps to encourage positive interactions with customers with the aim to build long-lasting relationships and improve the overall customer experience. An engagement model will outline the ways which a business engages with a customer and details how they plan to create strong relationships to improve customer retention. Having a customer engagement model is key in a business to ensure they can keep track of customer interactions ensuring that all customers receive the same, excellent service to help build up their trust and loyalty to your brand.

Why are engagement models important in a business?

Ensuring your business creates and implements an engagement model is key for many reasons. One reason an engagement model is important is that it ensures that all parts of the customer journey are considered. For example, one of the parts of the customer engagement model is the customer support pillar. This is important to implement and maintain with your customers to maximise customer retention. Using an engagement model can also help you to track statistics relating to your customer’s activity, allowing you to focus on improving and adapting your business for the better.

‍Choosing the right engagement model for your business

It can be tricky when it comes to choosing the right engagement model for your business as there is not a one size fits all model. When it comes to choosing the right engagement model it will depend on your business goals and preferences. Below we outline just some of the customer engagement models:

‍High touch models - This model focuses mostly on one-to-one interactions with customers which is usually through face-to-face interaction. This is often used for businesses who offer complex or high-ticket products and services aiming for the customer to be provided with a completely personalised approach.

‍Low touch models - This model uses automation with limited human interaction. This model is usually used in businesses that sell lower priced, less complex products and services. This is usually implemented by using chatbots and emails as well as offering a support line where customers can get help from a representative from your business.

Hybrid model - this model uses a combination of techniques from both high touch and low touch models. This is the model that most companies use, this depends on the complexity of the product or service you are offering. For example, some companies provide more of a high-touch model, and then follow up with low-touch techniques such as follow up emails.

‍Retention model - This model focuses primarily on customer retention. It aids in understanding the needs of customers and providing them with everything necessary to effectively utilize your product or service, while also encouraging further engagement to encourage repeat purchases. Additionally, this model contributes to establishing trust in your brand, and therefore promoting greater customer loyalty.