With a multitude of stories about how innovative companies like Gatorade are using Radian6 to monitor customer engagement and sentiment from the “social buzz” on the web, it made me think:
- How do the brands and retailers that I use engage with me – or, their target consumers at large?
Are they aware of their social conversations in a way that can be beneficial? Are they listening?
And, what about technology use? How are they using technology to have a deeper relationship with me that drives brand loyalty?
Thinking about it a little deeper revealed an interesting study of contrasts, based largely on my own experience and historical perspective. Let’s examine two great brands I like, and their approaches to customer engagement.
| Bonobos | Saks Fifth Avenue |
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There’s a lot I like about both. Each has quality products. Each stays current. And each provides a great buying experience.
Where I see a striking difference is in how each brand’s engagement model and approach varies after the sale. Specifically, in how they stay connected with me between one purchase and the next.
| Bonobos | Saks Fifth Avenue |
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Am I more loyal to Bonobos because of this? Unclear. I like both brands and will continue to shop at each one. But, the relevant, easy, and “on my terms” style of Bonobos may provide some advantages over the long haul—especially when brand loyalty these days is so hard to develop.
- First: Their customer engagement is more reflective of their brand and target consumer’s needs. Result: better connection with me
- Second: The continuous touch (vs. 3 every mos.), keeps them top of mind. Result: I am less likely to switch brands, and will continue to be a brand promoter.
- Third, and perhaps the most significant: They are connecting with me in the way I prefer to be reached. Result: It makes it easier, less invasive, and speaks volumes about their service and the way they’ll treat the customer. Not nearly the size of Saks, they’re a savvy operator that’s got my attention.
Oh, and one final, interesting point. Bonobos uses the Salesforce Desk.com product to run their customer service group. Clearly they are living the social enterprise. And, in my opinion, it’s working for them.
How will you use technology (and social enterprise solutions specifically) to help you better engage with your customers?
Thanks for giving us a mention in your article! We appreciate it.
All the best,
Trish, Community Manager, @Radian6
My curiosity got the better of me so I’ve checked out the Facebook page of Bonobos and I like their personal approach.. I guess, people these days are not only after popularity when it comes to brands, but meaningful conversations as well. Besides, each one of us is a journalist these days and spreading the word about a brand is as easy as a mouse click… and these winning brands know how to balance the convo, without being too invasive with all the marketing messages they want to send.