Between social channels, knowledge bases, blog comments, blog posts and the many other ways to interact with customers, how do you stay “on” in real time, even nights and weekends? Users are online all the time. Article comments, support questions and social posts appear around the clock. And as we have seen time and again, customers are more than willing to take action when companies don’t reply quickly enough.
Here are some places to increase your customer engagement, both inside and outside of your CMS.
Give Users the Chance to Answer Their Own Questions
Most users today browse the web on social channels, and most want to engage. The more opportunities you offer for action — engagement — the more likely you are to solve the user’s need for fast answers. Include call-to-action links ("Read more on our blog," "Check out our video testimonials," etc.), link to your social feeds and forums, and make navigating your website an interactive experience. The goal is to entertain and educate users, even answer their questions, right on your website.
Use Notifications in Select Cases
Push notifications can be annoying when applied to the wrong app — a game, for example, or a social-media website you barely visit — but invaluable when you use them for customer interactions on your own website. While you can place comments into moderation and approve or reply on your own schedule, Facebook posts and tweets require faster action. Apply alerts to the things that require immediate action, avoid them otherwise, so that your customers don’t end up with alert fatigue.
Address Your Global Customers
If someone leaves a comment in Russian on your English website, or you’re hosting a conversation you can’t understand on your Japanese web property, there’s no reason that content should go ignored. By plugging automated machine translation into your CMS workflow, you can immediately see the English version of those comments, respond and have it translated back into the original language. This can transform language from a barrier into an asset.
Customers learn a lot by watching. From video testimonials to case studies to tutorials, a mobile-compatible video can pay dividends when it comes to answering questions and educating customers. It also provides the immediate gratification that today’s online users are looking for: Information without the effort of having to read something.
Be Compatible With Every Screen Size
A website that only works on desktops is another channel for potential complaints. When users have to pinch and zoom to see your content or scroll off the screen, they’ll get frustrated. Considering that this February marked the first time that mobile app users outnumbered desktops for Internet access, it pays not to be left behind. If you’re not already tablet and smartphone compatible, it pays to hurry up and get there.
What worked for Web 2.0 won’t work in our cloud based, mobile first environment. If you’re overwhelmed by real time content demands, a host of tools and plug-ins exist to address precisely that need, including analytics, push notifications, mobile compatible design templates and more. It’s simply a matter of updating your website’s toolbox with equipment that address modern needs.
Title image by Terence Mendoza (Shutterstock)
About the Author
Rob Vandenberg is the president and CEO of Lingotek, a cloud-based translation management system.
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