10 ways to enhance customer engagement 031514


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10 ideas on things you can do to further engage your best customers and make an emotional connection with your brand.

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  • It depends on what their goals are as to what data they need to be collecting.

    If they want to drive double the number of average visits per week by customer, they need to know which customers are coming on a regular basis and how frequently they are coming.

    Once they have that information they can test different incentives/emails to see what has the greatest impact on their goal.

    I have not seen any evidence of Chipotle measuring individual customer activity; hence, their inability to recognize their most loyal customers.

    Qdoba is actually doing this with a frequent buyer card. They're still sending me emails one a week promoting a BOGO but it's never convinced me to move from Chipotle back to Qdoba.

    On another front, I hope Chipotle is running brand perception studies pre/post their 'Farmed and Dangerous' campaign since I believe this has the potential to harm their brand and fails to reinforce their brand promise in a positive way.

    We did this for a campaign for Blue Cross and Blue Shield of North Carolina and were able to reduce negative perceptions by 38%, increase positive perceptions by 18% and double leads.

    I was able to show a direct positive correlation between their campaign spending and consumer perceptions.
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  • Hi Tom,
    I hear alot about how analytics is used in retail these days. how would a restaurant chain like Chipotle use analytics? what kind of data would they require to really make use of customer data among other data?
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  • Well done!
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10 ways to enhance customer engagement 031514

  1. 1. 10 Ways To Enhance Customer Engagement
  2. 2. As many of you know, I'm a raving fan of Chipotle. I've been eating there every day for more seven years. I've written a number of blogs about them and brought them a lot of new customers by introducing friends, family, colleagues and business associates. © Tom Smith, Insights From Analytics, 2014
  3. 3. If someone wants to meet with me at lunch, they know the best place to do so is at Chipotle. Any Chipotle, I'm not picky. In fact I like seeing their different restaurant designs and configurations. © Tom Smith, Insights From Analytics, 2014
  4. 4. When I travel, I know where the nearest Chipotle is to where I'm staying and where I'm working. A burrito bowl has 300 fewer calories than a burrito and I can get my daily serving of protein and vegetables. © Tom Smith, Insights From Analytics, 2014
  5. 5. However, Chipotle, and many other firms, are missing the boat on keeping their loyal customers, promoters and raving fans engaged the way companies like Zappos, Apple, USAA, Ritz Carlton and Nordstrom do. Following are 10 things any company can do to recognize their loyal customers and convert them into raving fans and more active promoters. © Tom Smith, Insights From Analytics, 2014
  6. 6. 1. Give them branded clothing. Ask them what they want. Some people like hats, others shirts. I've asked for a Chipotle dri-fit polo. I'm told they're only for managers -- really? You don't want me wearing my Chipotle polo when I go to the NCAA Tournament? Colleges and universities do a great job of getting alumni and fans to promote their brands, and paying Nike, Adidas, Under Armour and Rawlings a lot of money to do so. Why don't all companies with loyal followings do the same? © Tom Smith, Insights From Analytics, 2014
  7. 7. 2. Give them a behind the scenes look at how things run. Again, some people may like this, others may not. I'd love to see how Chipotle prepares for the day. Others might like to be in one of your daily team meetings. Imagine how much your customers would learn and be able to inform others about your company and what you'd learn from your customer. I look forward to going on a tour of Zappos when I'm in Las Vegas for a conference. They're even picking me up at my hotel for the tour. © Tom Smith, Insights From Analytics, 2014
  8. 8. 3. Let your best customers speak to employees and tell them why they like your brand so much. Let your employees ask the customer questions and let the customer ask the employees questions. Again, think of what you'll learn from the exchange and how much of an emotional connection the customer will have with your brand when they get to know the people that are your brand. © Tom Smith, Insights From Analytics, 2014
  9. 9. 4. Recognize loyal customers, promoters and raving fans -- publicly in your place of business and on social media. A free drink, putting their name on the welcome sign, using their name will go a long way to making a long-term positive impression on the customer. © Tom Smith, Insights From Analytics, 2014
  10. 10. 5. Handwritten thank you notes. In today's world of email, text messages and tweets, a handwritten thank you note speaks volumes about how much you really care about the person as an individual. After my wife was in an auto accident she went to Panera for her daily coffee and received a "get well" card signed by all of the employees. That card is still atop our kitchen counter nine months after the accident reminding my wife how the folks at Panera feel about her. © Tom Smith, Insights From Analytics, 2014
  11. 11. 6. Tchotchkes. Give them little gifts every now and then to remind them of how much you value their business. Think about what's relevant to your customer and will associate your business to them. An accounting firm may use a letter opener, a law firm or optometrist a screen cleaner. Amazon.com used to send bookmarks with books. Brainstorm with your employees what your best customers might like to have from you. © Tom Smith, Insights From Analytics, 2014
  12. 12. 7. Discounts/gift cards. When I first started eating at Chipotle every day, I'd get comped, once every 10 times, or so. I visited. Not any more. They know I'm going to be there every day, regardless. Don't ever take your customer for granted. Let them know you value their business and think of other things you can do to simplify their lives. © Tom Smith, Insights From Analytics, 2014
  13. 13. 8. Invite them to your annual meeting. What would you and your three biggest customers gain if those customers came to your annual meeting? Both parties would end up with a lot of insights. Since you would have more employees interacting with your three largest customers, you would be coming away with even greater insights and your employees would have a better understanding of your customers. A "win-win“ for all concerned. © Tom Smith, Insights From Analytics, 2014
  14. 14. 9. One-on-one's with managers, executives and researchers. Do you think your best customers might have some ideas on ways you could serve them, and others like them, better? Your best customers want to see you be successful. Ask them what you can do. They may also ask you what they can do to help you. Be prepared to tell them how they can best help you. © Tom Smith, Insights From Analytics, 2014
  15. 15. 10. Rewards. What is the ultimate reward you could give your best customers? A trip? A laptop case with your logo on it? A simple thank you? Ask your best customers what you can do for them to show them you value and appreciate their business. Asking them shows you care. © Tom Smith, Insights From Analytics, 2014
  16. 16. 80:20 Twenty percent of your customers account for 80% of your revenue and profit. If you look more closely, I would bet that 4% of your customers account for about 64% of your revenue and profit (the 20:80 of the 20:80). Do you know who those 4% are? You need to. Also, have you identified the influencers that are passionate about your brand? These customers do more marketing for your brand via word-of-mouth and social media than you’re aware of. Make it easy for them to do so and give them awesome experiences to share with their family, friends and colleagues. © Tom Smith, Insights From Analytics, 2014
  17. 17. Want to discuss how to enhance customer engagement? Call Tom Smith at 919-306-5876 or send me an email at tsmith@insightsfromanalytics.com Thank you. Download the Free e-book "Customer Bonding Programs: How to Get, and Keep, Customers for Life" © Tom Smith, Insights From Analytics, 2014