When is the Best Time to Engage Customers? Advice from the London CX Summit
March 18, 2016
An interesting takeaway from our London CX Summit yesterday was that, according to industry research, 5:19pm is the best time for a brand to engage with their customers. This is especially true for your customers who have a 9 to 5 job. During the CX Summit, one brand shared that they even have a premium slot in their campaign calendar at 5:19pm that they plan their customer engagement around. So when it does become 5:19pm, what should brands do to ensure they get the maximum exposure and engagement at this magical hour?
Here are the top tips 2 of our speakers from 02 Telefonica UK and consultant Shaun Smith of Smith+Co, had to share:
Have a purpose
Customers like brands that have a clear, distinct purpose, and they want to be loyal to brands that are meaningful. Make sure your core values are understood by everyone in your company, especially customer-facing team members. This way, when you do engage with your customers, be it at 5:19pm or any other time, you can do so in a manner that reflects your brand’s values and personality.
Meaningful brands are true to their beliefs, and according to industry research, they:
- Outperform the stock market by 133%
- On average gain 46% more share of wallet
- Deliver marketing KPI outcomes that are double that of lower scoring brands
Remember, your brand engagement doesn’t always have to be about selling or marketing something, or with social, answering customer questions. Build up your own brand image and bring your brand’s personality to events happening in real life.
It’s not just about having purpose-driven brand engagements, it’s also important to know what channels to use for your customer engagement. When looking at your social program, don’t try to have a presence on all the possible social channels all at once. Start small and pick one channel to start with. Understand how your audience interacts with you and establish a strong relationship with them in one channel. Then, expand on your success by adding one more social channel to your program. By progressively building up your channel strategies, you will build a strong, distinct following on each social platform you choose.
Surprise and Delight
Use your 5:19pm slot to unexpectedly surprise your customers or to launch a personalized engagement campaign. 02 Telefonica, for example, sent a birthday cake to one of their customers who had been with them for 16 years. Engaging with customers one-on-one allows you to create a following of brand ambassadors who are loyal to you because they value your brand’s personality.
To learn more about how leaders in the Customer Experience Management space are engaging with their customers, join us at our C3 event in Las Vegas April 13 – 15.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani