A Simple Framework for Building User Engagement Features
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What is a customer engagement framework?
What is a customer engagement framework. A CEF is a high-level marketing strategy overlaying a traditional customer lifecycle. Off the back of a CEF, the marketers within a business should be able to fully map out specific customer journeys, campaigns, automations, triggers, and customer service plans.
How do you build user engagement?
How to increase customer engagement
- Create great customer experiences.
- Make your brand relatable and meaningful.
- Use push notifications.
- Take advantage of conversational marketing.
- Focus on retention.
- Sharpen your social media marketing.
- Capture hearts and minds with video.
What is user engagement a conceptual framework for defining user engagement with technology?
Results indicate that engagement is a process comprised of four distinct stages: point of engagement, period of sustained engagement, disengagement, and reengagement. Furthermore, the process is characterized by attributes of engagement that pertain to the user, the system, and user-system interaction.
What are engagement loops?
“An engagement loop is an experience that a user enters (and cycles through endlessly) that offers incentives and dynamic, positive reinforcement mechanisms.”
What is Project engagement model?
A project engagement model is a plan that describes the specifics of collaboration between a customer and a vendor during the project development. Engagement models specify the way specialists are engaged in the project, areas of responsibility, payment terms, timelines, management issues, etc.
What are the different kinds of engagement models?
There are many kinds of engagement models including the following.
- Time and Materials Model.
- Fixed Price Model.
- Dedicated Team Model.
- Extended Team Model.
What are the 3 most important things that you will consider in creating an engagement with customer and why?
Here are five key tips for companies looking to authentically engage their customers:
- Offer customers real value. “Engagement marketing means leading with content, not products,” Sawhney says.
- Build a community.
- Inspire people.
- Provide entertainment value.
- Keep the conversation going.
What are the skills of engagement?
Key Components for Staff Engagement
- Action using creating problem solving.
- Teamwork in a culture of respect and integrity.
- Health and wellbeing.
- Continuous learning and development.
- Coaching and mentoring.
- What can you do to make a difference today? It might be as simple as saying thank you. Best of luck!
What is an engagement tool?
Engagement tools that help you listen to users More often than not, your users aren’t really speaking your language. That’s where user analytics tools come in—the right user analytics tool can help you translate raw user behavior into feedback you can work with.
How do you increase user engagement UX?
12 UX Tips to Boost your Website Engagement & User Experience for a Better Conversion
- Have an Outstanding Homepage.
- Consistent Branding and Designs.
- Omit Any Distractions.
- Add a Search Feature.
- Make Contact Information Easy to Get To.
- Make the Call to Action Clear and Easy to Understand.
What is product engagement?
Product engagement is about understanding how customers engage with your product at the most granular level and how you can affect that customer behavior to maximize their usage of your application.
How can I increase my website engagement?
10 Actionable Ideas to Increase Website User Engagement
- Reduce page load time.
- Improve your internal linking structure.
- Display related content.
- Simplify navigation.
- Choose your writing style.
- Use a responsive design.
- Study your audience.
- Add a prominent search box.
3 Actionable Customer Engagement Frameworks For Post-Crisis World
In the wake of the worldwide health catastrophe caused by COVID-19, businesses across all industries and regions felt the effects to varying degrees. While businesses are responding to the crisis in their own manner, whether it is by giving free delivery, providing access to premium features, or in some cases, deferring payment, developing meaningful consumer interaction frameworks is equally vital to the success of the response. It is no secret that client confidence has been eroded, with customers unwilling to venture out and vacation as they may have done previously.
In-depth Buyer’s Guide to Customer Engagement Platform Retail Strategies and Omnichannel Engagement Frameworks (as a bonus content) Because of this long-term shift in user behavior, marketers have been compelled to reevaluate their engagement strategies and rethink their approaches.
As you can see in the impact quadrant above, the following industries were impacted in the manner listed below:
- Organizations (and people) are using applications like Zoom and Google Meets to remain connected, which has resulted in exceptional development in several areas including media and entertainment, video conferencing (and chat), and virtual reality (VR) and augmented reality (AR). A surprising decline in commerce has occurred in areas such as travel and hospitality, and transportation and logistics, as a result of lockdown limitations. Depending on the region, some businesses, such as banking and fintech, have seen negligible influence, in the sense that they have neither seen significant growth nor experienced a significant reduction in usage.
Organizations (and people) are using applications like Zoom and Google Meets to remain connected, which has resulted in exceptional development in several industries including media and entertainment, video conferencing (and chat), and other areas. A surprising decline in revenue has occurred in areas such as tourism and hospitality, and transportation due to lockdown limitations. Based on geographic location, certain businesses, such as banking and financial technology (fintech), have witnessed minor influence, in the sense that they have neither experienced significant growth nor experienced a significant reduction in usage; for example
- What strategies do businesses use to maintain their newfound success? The recovery process for sectors that have seen a drop in traffic and income
- What efforts should be taken by brands in order to stimulate growth following a slump
This information was gathered through a collaboration with AppFollow and insights from marketing executives from more than 50 major companies in order to assist our community of marketers and product owners in finding the answers to these concerns. Customer engagement strategies that have been successfully implemented in the field (covered in ourCustomer Engaging Strategies in the Context of a Crisis, which can be found below) have enabled us to create readily available frameworks that will help brands sustain their newfound growth, bounce back to levels seen prior to the Covidien outbreak, and accelerate growth.
Without further ado, let’s dive right into these actionable customer engagement frameworks along with strategies that will help you drive growth in a post-crisis world:
Check out the comprehensiveCustomer Engagement Playbook, which includes expert insights, real-life use examples, tried-and-true methods, and a route assessment checklist to help you determine whether your company need a growth sustaining, bounce-back, or growth accelerating strategy.
Growth-sustaining customer engagement framework
If your company experiences growth during the crisis, it is understandably important to guarantee that the growth curve continues long after normalcy has returned to the business environment.
The emphasis should be on engaging users while also establishing a long-term connection with them in this case. What are the measures that must be taken in order to put the growth sustaining framework into effect?
- Examine your user acquisition patterns to determine the influence they have on your CAC and LTV. In the event that you haven’t already, use an omnichannel approach to acquisition. You must prioritize your acquisition expenditures depending on the return on investment (ROI) of each channel (organic or paid). It is never a bad idea to increase organic growth in your business. If you observe that acquisition across a channel has increased at the same cost, i.e. a drop in CAC, you should pay more attention to that channel. During the peak of the epidemic, the mindfulness app 7Mind, which is based in Germany, experienced a decrease in CPI/CPS when compared to other channels. When the brand realized that the previously mentioned channel and similar avenues to acquire new customers were not working, they immediately doubled down on them. They began tracking user events like app opens and product searches in order to decipher evolving behavior trends, segmenting them into cohorts based on said behavior, and engaging (targeting) them through automated communication. Creating a dynamic user flow map for each client will allow you to deliver communications that are relevant, tailored, and free of spam. OTT platform Shermaroo.me, one of India’s major OTT platforms, took advantage of the chance to provide relevant content by developing a ‘watch from home’ tray to accommodate the increasing amount of time spent watching. In addition, the brand created the ‘AbRumour Nahi Humour Phailega’ campaign, which aims to improve the emotions of viewers by showing them a range of feel-good flicks and comedy. In addition, the entertainment provider demonstrated its understanding of consumers by expanding their material to other countries and keeping the library open for an additional two weeks. Revisit your value proposition and update it to reflect evolving client demands. In addition to helping to differentiate your business from the competition, the value-added perks will also assist in keeping loyal consumers active on your platform. On the basis of the existing reality, a new value proposition may be created that is as easy as waiving extra charges on local deliveries, as is the case with DoorDash, a North American on demand ready-to-eat online food delivery service. The entertainment app Disney+ Hotstar has partnered with Indian fitness firms such as Cult.Fit, Sarva Yoga, and Brilliant Wellness to broadcast tailored-made, workout videos for those who are stuck at home throughout the day, in addition to their normal programming.
Bounce-back customer engagement framework
If the crisis has had a detrimental impact on your brand, resulting in a decrease in DAU/MAU and download statistics, it is imperative that you concentrate on the single most crucial thing: maintaining existing users. It is possible that new user acquisition may be deprioritized as a result of the negative impact on your organization; in this case, maintaining current users makes perfect sense, now more than ever. How do you go about putting together a structure that will allow you to return your business numbers to where they were before the crisis?
- Analyze and optimize your acquisition channels by assessing your paid approach. It is the optimum moment to concentrate on previously undiscovered organic paths such as ASO and to increase the number of app reviews in order to increase user confidence. Simple changes, such as localisation, targeting crisis-related keywords, and making communication more compassionate, can make all the difference in the world. It only makes sense, given that user retention is the watchword, to enhance your best-performing ads in light of current market conditions while also ensuring that you deliver the proper product and a seamless user experience. This is also a good moment to review your prior paid approach and reinvest in the channels that have produced a return of between 50 and 100 percent on your initial investment. A leading Indian mobility business, Zoomcar, which provides self-drive car rentals, modified its marketing strategy during the epidemic in order to stimulate high LTV consumers and keep them, resulting in increased revenue. In order to do this, they refined their previous successful marketing effort, changing the wording from ‘why purchase a car when you can rent one?’ to ‘the current epidemic may not be the best moment to buy a car’
- Why not rent one instead?’ More vehicle rental subscriptions were generated as a result of this adjustment in message, which was added to the brand’s bottom line on top of their most successful campaign. As a business, if you have more than one functioning category, a crisis is the best opportunity to analyze how categories other than your major category is performing. If any sub-category appears to have potential, consider experimenting with it to see if you can engage your existing users. Utilize practical engagement strategies to bring users along the funnel, and rewrite your value proposition if it may alleviate your consumers’ present pain points in order to keep them there. During the crisis, PhonePe, one of India’s major e-wallet and digital payments apps, observed an increase in the amount of activity and the value of orders for bill payment. With little delay, the brand made adjustments to the app’s main page, making the bill payment and recharge categories more prominent and putting the offers/discounts farther down the page, so making the platform more useful and relevant to its consumers at that particular moment
- Any catastrophe, be it a worldwide pandemic or any other, is not the best moment to be promoting sales communication campaigns. Does this imply that you, as a company, will go radio silent? No way, not at all! There is no better moment than now to invest in your user community and establish your brand image. The brands that will emerge from the crisis as victors are those who actively interact with the user community through empathic messaging and make an honest effort to assist them. You may engage consumers and alleviate their anxiety by creating bite-sized content such as films, quizzes, and games. One of the brands that excelled in this area was OYO, which experienced a decrease in business as a result of the nature of their product. Due to the mandated lockdown, they were forced to swiftly include gamification in their app in order to attract inactive users and maintain contact even while their services were temporarily suspended. In addition, the brand distributed newsletters to inform consumers of what other members of the community were doing throughout the epidemic, demonstrating their empathy and readiness to assist amid a global health emergency.
Growth-accelerating framework for sluggish growth
The focus of your business should be on building brand loyalty and re-evaluating your acquisition channels and spends in order to identify the most ROI-effective channel, with the majority of your efforts being directed there. If your business has neither experienced rapid growth nor rapid decline, your focus should be on re-evaluating your acquisition channels and spends, with the majority of your efforts being directed there. Establishing a strong user community by providing your consumers with a platform where they can actively connect with one another and with your business is an additional strategy for fostering brand loyalty.
- Because your company has been mostly untouched, this is an excellent moment to develop an acquisition plan that incorporates a balanced mix of paid and organic channels to attract new customers. In addition to two established sponsored channels, you should include two organic channels in your mix. Investments should be made in channels that have been proved to deliver a 50-100 percent return on their investment. Finally, but certainly not least, concentrate on low-hanging fruit that will provide the highest return on investment, such as app ratings and reviews
- If you are a business that has an offering that can be shifted online, now is the time to do it. Several brands with offline offers suffered as a result of the COVID-19 outbreak, since people were unable to access their products. When it comes to reaching and engaging your people more effectively, digital transformation is one of the most highly sought-after approaches. You should definitely consider using this strategy. One such example comes from the entertainment business, where Airtel Wynk Music organizes virtual concerts, giving artists and users the option to enjoy themselves while remaining in their homes or on the go. The software built playlists and sent push alerts to users to inform them of the occurrences of these virtual concerts. The brand also took advantage of the lockout to build customised playlists to keep people engaged when they are stranded at their desks at home. Building a long-lasting relationship with your user community is always a good idea, but it is much more critical during a crisis to keep in touch with your customers and users. Make advantage of bite-sized material to engage people through Facebook groups, Instagram handle(s), and other community platforms such as videos, quizzes, polls, and AMA sessions, among other things. This has been effectively utilized by health and fitness firms throughout the world, who have organized live online sessions guided by specialists, where users can talk and workout with one another. By providing services that are outside the scope of your current offers, you may help users alleviate their problems while also keeping the community interested in your company. One such example is the Australian online liquor delivery service Jimmy Brings, which noticed that users were complaining about a shortage of toilet paper and responded by offering on-demand delivery of toilet paper in addition to their usual offering, thereby increasing their business and earning customer goodwill.
Download the entire e-book to read more about the methods and frameworks in greater depth.
6 proven strategies to increase user engagement and fuel growth
Every product has its own engagement model—for example, a travel app will always be used less often than an email—and there isn’t a single engagement statistic that is handed from product person to product person as the gold standard. However, when it comes down to it, engagement is defined as people performing meaningful activities in your product on a consistent basis. A consistent stream of users who regularly use your product is the bedrock of every successful SaaS firm. Without a steady stream of customers who regularly use your product, you don’t truly have a sustainable SaaS business.
This is due to the fact that subscription income from SaaS applications is earned over a period of months, if not years.
It’s vital that your users continue to interact with your product for as long as possible after they first start using it.
What does user engagement mean for SaaS?
Engagement looks different across products—for example, a travel app will always be used less frequently than an email—and there isn’t a single engagement statistic that is handed around from product person to product person as the de facto benchmark. Users doing meaningful activities in your product on a regular basis is what engagement is all about when it comes down to it. An active, engaged user base serves as the core of any successful SaaS firm; without an incoming stream of customers that use your product on a regular basis you don’t have a truly sustainable SaaS business.
This is due to the fact that subscription income from SaaS solutions is earned over a period of months, if not years, rather than days.
Starting to generate positive income can take anywhere from 5 to 7 months, even for the healthiest SaaS organizations. For your product to be successful, it’s vital that your consumers continue to interact with it for an extended period of time.
1. Help users reach their aha moment early
A travel app will always be used less often than email, for example, and there is no one engagement statistic that can be handed around from product person to product person as the gold standard. However, when it comes down to it, user engagement is defined as consumers completing significant activities in your product on a consistent basis. A consistent stream of users who regularly use your product is the bedrock of every successful SaaS company—without a steady stream of customers who regularly use your product, you don’t truly have a sustainable SaaS business.
This is due to the fact that subscription income from SaaS applications is produced over a period of months or even years.
It’s vital that your users continue to interact with your product for as long as possible after they first begin using it.
Takeaways from Duolingo’s onboarding:
- Don’t be afraid to speak up. Construct a user onboarding path that welcomes users and directs them toward your product’s “aha moment” at the earliest opportunity. Use of progress-based approaches like Duolingo is recommended, although a basic onboarding checklist can be equally useful. Make a list of your users based on the activities they’ve completed in the app, and then utilize that information to customize their onboarding experience. As an example, segmenting allows Duolingo to quickly send users to lessons of various complexity based on the users’ language competence.
2. Use UX writing to provide contextual and effective messaging
Don’t put off creating user interfaces till later. Your product’s microcopy (call-to-action buttons, form descriptions, modal dialogs, and so on) may assist users in effectively completing activities, explaining technical aspects in plain language, and encouraging them to continue engaging with your product. Of course, excellent content may also assist in convincing trial customers to upgrade to premium accounts, so boosting your income. Email marketing platform Mailchimpprovides a perfect example of excellent, well-written microcopy that nudges consumers to take action.
Mailchimp’s feature descriptions and calls-to-action are brief and descriptive, allowing users to rapidly find and understand the capabilities they are searching for.
Takeaways from Mailchimp’s UX writing:
- Write as though you were a real person. Avoid using technical jargon, keep sentences short and plain, and, if feasible, use the language of your customers to describe your product or service. Make use of powerful language and design elements such as white space to generate a sense of urgency and make your CTAs stand out. If your company’s culture permits it, put some individuality into your work. If your company is known for being entertaining and pleasant, don’t be hesitant to incorporate that into your microcopy.
3. Gradually expose users to new and helpful product features
That flashy new feature you’re introducing could turn out to be quite useful—but only if people are aware that it exists. When it comes to announcing new product features, emails and blog posts are both excellent methods. However, in order to truly assist your consumers through the discovery and adoption of your new feature, you must connect with them within your app as well. When email marketing toolLitmusreleased an update to their Process HTML function, they turned to Appcuestto develop a simple tooltip informing users of the change.
This is a staggering 22X increase in feature uptake.
Takeaways from Litmus’ new feature announcement:
- Treat every new feature announcement as if it were a mini-product launch, and utilize in-app callouts to direct consumers to your new feature when it is released. It may be beneficial to provide a brief tour or modal dialog to clearly explain how the feature works and how it will benefit consumers during a complex deployment. However, keep new feature announcements brief and to the point. It is your goal to encourage feature adoption in order to improve your users’ experience
- Nevertheless, lengthy or heavy-handed interruptions undercut this goal by interfering with their productivity.
4. Automatically trigger emails based on in-app behavior
User involvement takes place outside of your product as well. A timely email sent out in response to certain occurrences in your product may be a wonderful method to reinforce the counsel you’re offering to consumers in yet another channel, making it more likely that they will take action.
This is due to a phenomena known as the themere-exposure effect, which states that individuals prefer concepts that they are already familiar with. The following are some examples of behavioral emails that you may send:
- Emails confirming registration and activation. Activation rates for welcome emails are among the highest of any sort of email, and they’re the ideal time for you to introduce your business and begin to develop a personal relationship with your consumers. One-time emails sent out in response to certain occurrences. Using certain in-app events, you may send emails to customers that provide more extensive explanations of various capabilities that they are already using—all without interfering with their work in the present. Drip sequences for educational purposes. Teaching your consumers about your product’s capabilities and advantages over time can help them develop a habit of using your product and help them get the most out of your product. Customer satisfaction surveys are conducted. In-app surveys and feedback forms allow you to demonstrate to your users that you appreciate their opinions while also collecting vital feedback. Utilize the AppcuesZapier Integration to send users follow-up emails based on their responses, like Appointlet did with the AppcuesZapier Integration
Make advantage of your behavioral email sequence to guide your consumers through the features of your product, making sure that every action is followed up with a sensible next step at every stage. You can learn more about implementing multichannel onboarding with Appcues + Customer by visiting their website. The Growth Lab’s ioover is as follows:
Takeaways from this Growth Lab formula:
- The importance of timing cannot be overstated. Using triggers in the program, you may send the correct email at the right moment automatically
- Provide users with an easy-to-follow email flow—make sure that each email directs them to the logical next step in your offering. Take the time to make sure you’re rewarding users for each step they take. An example of this reward is a tick in an onboarding checklist, but it may also be as extravagant as an animated modal window.
5. Collect qualitative feedback to find opportunities for improvement
What quantitative data and analytics technologies can tell you about what is and is not working in your product is really valuable. However, it is unable to tell you why. You will need to consult with your users in order to do this. Qualitative data collected through live chat systems, user surveys, net promoter score (NPS) ratings, and session recordings may give crucial insights into how to better engage customers inside your product. Product managers may watch exactly what their users are doing within the product by using session recording solutions such as FullStory: what they are clicking on (or not clicking on), where they are getting stuck, and so on.
Help Scout used FullStory to determine where their users were encountering hurdles throughout their onboarding journey, and they were successful.
Help Scout noted that individuals were not seeing the account owner user above (since it was greyed out) and that they were attempting to add a duplicate user using FullStory as a result.
Featured image courtesy of FullStory Inc.
Takeaways from Help Scout’s feedback collection:
- Feedback should be monitored on a frequent basis. It’s easy to become absorbed in your own product
- Putting aside time to observe your clients or listen to feedback can help you develop empathy and uncover flaws early in the development process. Look for patterns and trends in the data. It is generally more beneficial to hunt for several users reporting the same problem than it is to check for individual user input. This helps you avoid the “squeaky wheel syndrome” and concentrate on the most significant improvements you can do to boost engagement among the majority.
6. Ruthlessly cut features that users aren’t engaging with
Understanding what consumers don’t require might be just as crucial as knowing what they do require at certain times. Release too many additions that do not provide value results in product debt, which may cause your core product to suffer as a result. It can also lead people to assume that you have lost focus on the important features that they signed up for in the first place. Removing features is a difficult decision to make, especially when you’ve invested a large amount of time and effort in their creation.
You can either inquire as to their reasons for non-use or allocate additional resources toward improvement of the underutilized feature, or you can cut your losses and scrap the feature entirely.
Everything is going to be particularly difficult because you and your team haven’t seen or done it before, and because market dynamics are intrinsically constructed to favor incumbents, which will make it even more difficult.
You will lose this vital edge if you lose concentration and urge your small team(s) to take on more things rather than focusing on one item more effectively.
After refocusing their efforts on their main SEO product in 2017, Moz was able to return to profitability and regained its position as one of the industry’s leading SEO tools.
Takeaways from Moz’s regained product focus:
- Removal of unnecessary features can assist consumers in concentrating their attention on the most important and helpful aspects of your product. The fewer alternatives you present consumers, the faster they will be able to identify the most important one
- Large, intricate feature sets also add to the development and maintenance costs for your team, lowering the amount of time available for working on strengthening the core features.
There’s no one-size-fits-all solution for product engagement
Every product and every consumer is unique in their own way. It will take some trial and error to figure out the most effective techniques to keep users interested. And the truth is that even if your product satisfies expectations, some customers may choose to switch brands just for the sake of variety. That is a terrifying concept to consider! The good news is that there are virtually limitless ways for enhancing user involvement. User experience can be improved with every improvement you make, whether it’s optimizing onboarding, tweaking microcopy, announcing new features, or collecting feedback from your users.
In addition, if you’re thinking “wow, I wish there was a complete framework for building a business by maximizing the user experience,” you’ve come to the right place.
7 Proven Models to Increase Customer Engagement
A loyal client base is critical to the success of a SaaS company’s growth and expansion. Furthermore, there is a clear correlation between enhancing customer engagement and increasing customer retention. For the long term, healthy expansion of your company, engagement might be even more beneficial than acquisition in terms of revenue generation. High levels of engagement raise your client lifetime value, make your customer base happy, and assist you in developing your product more quickly. To effectively engage your consumers, you must first understand the basic engagement levers of your product, and then design proactive approaches that will promote engagement and improve the customer experience as a result of that understanding.
What is a customer engagement model?
When it comes to your continuous interaction with your consumers, a customer engagement model is the technique that you employ to approach it. Although this process is commonly referred to as one that begins after the sale, we think that a holistic engagement strategy should begin with the very first encounter with a potential consumer. The stages of consumer engagement may be divided into three categories: pre-sale, post-sale onboarding into your product, and finally continuous product adoption and use.
There may be other stages that are appropriate for your unique product, but we’ll concentrate on onboarding and continuous retention for the time being.
Stages of Customer Engagement
When developing a customer engagement model, it is important to first understand the customer journey, and then to guide customers through each stage of the customer engagement process. We’ll go over the five stages of client involvement in more detail below. While you may opt to employ bespoke stages based on your own product and client experience, these typical stages serve as a decent starting point for most businesses. The initial few phases of the model correspond to the stages of a conventional customer funnel or buyers’ journey, while the later stages are concerned with building deep and enduring connections with your customers and prospects.
Additionally, the phases that you select to manage will have an impact on the customer success metrics that you measure.
The majority of customers (or prospective customers, to be more precise) are completely unfamiliar with your firm and its products at this point in the sales process. They may even be completely ignorant of the solution area in which you are engaged in your business. If you want to attract the attention of prospects and enhance their recognition, you should put your efforts into generating content and developing a brand. When it comes to developing trust with consumers, brand recognition is critical.
When attempting this successfully, it is crucial to understand your target personas as well as their pain issues as well as how they think about and discuss potential solutions with one another.
Prospective clients are beginning to learn about your organization during the exploration stage. In the same way that you raised awareness, you’ll want to create appealing content that is targeted to your prospect profiles. Consider the problems they might have or the solutions they might be seeking for, and then design your content approach to meet their needs and interests. During this step, you may begin to gather information on who these prospects are, what their duties are, and what organizations they work for.
Prospective consumers are really considering investing in a solution during the contemplation stage, but they are most likely comparing your solution to that of your rivals. Here’s your chance to ensure that every encounter a prospect has with your firm is a favorable one, and to position yourself in a way that is clearly distinguishable from your rivals’ positions. The inclusion of content such as testimonials and case studies from existing customers might assist to increase your chances of acquiring new clients.
In the event that you are successful in persuading a prospective client that your solution is the greatest match for them, they will “convert” to being a customer. If you have gained a new customer, it isn’t necessarily the end of your effort. Customers’ satisfaction and retention are even more crucial than obtaining new customers when it comes to building a successful SaaS business. Onboarding is a sequence of stages that includes resources and active support to help consumers integrate your product into their workflow so that they may achieve “success.” Make sure your clients’ onboarding experience is good.
Ongoing engagement (creating evangelists)
As soon as your new clients have been onboarded and are up and running, your objective should be to increase their involvement with your solution and to make your solution an indispensable part of their lives. Make certain that you are listening to and efficiently handling your clients’ input, as this will assist you in making your product or app better and more quickly.
Customers that are happy and engaged are less likely to churn, will provide more lifetime value, and will act as brand ambassadors for your company, assisting you in acquiring additional customers.
How do you choose the right engagement model?
So, now that we’ve discussed the stages of customer interaction, how do you go about selecting the most appropriate customer engagement model for your company? What is the most effective method of engaging customers and ensuring customer success? As we’ll discuss further below, there are three types of models: high touch, low touch, and hybrid methods. The intricacy of your product, the pricing of your solution, and the demographics of your target consumers will all play a role in determining the best customer engagement strategy for your company.
In contrast, if you have a really sophisticated model that requires a great deal of hands-on help or integration to get it up and running, a low touch model will not perform well for you.
Depending on the nature of your product and the price range at which it is offered, several onboarding strategies will make sense. It is common for some items to employ a very low-touch strategy, which is appropriate for high-volume, low-price offers. Others want a more hands-on, high-touch approach, which may be more suited for more complicated and expensive items. Many businesses, on the other hand, use a combination of the two ways. We’ll go through each one in detail below.
High touch models
Depending on the nature of your product and the price range at which it is offered, several onboarding models will make sense. In certain cases, items will employ a very low touch approach, which is appropriate for big volume, low-priced products. Others want a more hands-on, high-touch approach, which is more suitable for more complicated and expensive items. A mix of the two methodologies is also used by many businesses today. Below, we’ll go through each.
Low touch models
A low touch engagement model makes more sense for lower priced, greater volume solutions, which are often less sophisticated, as opposed to a high touch approach. While the aim remains the same, ensuring that new customers are onboarded and prepared to be successful in your product, this is often accomplished with very minimal 1:1 human involvement and depends more on automated, scalable onboarding and training tools to do this. It is necessary to understand the stages of onboarding as well as the metrics that will be used to determine success before developing a low touch onboarding approach.
Because this strategy is frequently employed by businesses with a high number of lower-cost contracts, you’ll have a greater volume of data to work with in order to determine whether or not you’ve made progress toward each level.
A well-designed low-touch onboarding methodology will result in high levels of user engagement from new customers who utilize your product or service.
An onboarding approach known as a hybrid onboarding model, as the name implies, incorporates features of both high touch and low touch onboarding. Onboarding models may be thought of as a continuum ranging from high touch to low touch in terms of their interaction. In truth, most businesses employ a combination of the two. The cost and complexity of the solution will most likely define where they lie on the spectrum of possible outcomes. Certain businesses may use a high-touch strategy that is mostly manual, but they may augment it with some automated emails and training resources.
The end aim, like with the models we discussed previously, is to generate high levels of interaction from new users.
As soon as you’ve successfully onboarded new clients and put them up for early success, you’ll need a procedure in place to ensure that they continue to connect with and succeed on the platform. Client retention is just as vital as, if not more so than, a successful customer acquisition strategy in terms of revenue generation. Education to equip users to be successful, communication of product updates to your users, monitoring engagement to understand the health of the customer relationship relationship, and ongoing engagement of users to continuously improve your product are all components of a successful retention model for your product.
There are a couple of distinct models that may be employed, and they can be used in conjunction with one another, just as they can be used in conjunction with one another during onboarding.
Similarly to onboarding models, the resources available for retention tactics are governed by the nature of your product and the cost of the contract. If you want to learn more about onboarding models, click here. An example of a high-touch methodology is the assignment of a dedicatedcustomer success manager (CSM) to each account. The cost and complexity of your product will have a significant impact on the number of accounts per CSM. For contracts with extremely large monetary values, a CSM may only be responsible for a small number of clients.
CSMs will monitor use and experience data for their owned accounts, and then develop programs that are tailored to the specific needs of each account under their supervision.
A CSM-driven approach makes the interactions between products and consumers more personal, therefore improving the connection and, as a result, increasing engagement and lifetime value of the customer base.
A retention strategy’s resource allocation is defined by the type of your product as well as how much you are willing to spend on the contract, just as it is with onboarding models. An example of a high-touch model is the assignment of a dedicatedcustomer success manager (CSM) to each customer. Cost and complexity of your product will have an impact on the number of accounts per CSM. A CSM may only be responsible for a small number of clients on contracts with extremely high value. CSMs will interact with consumers directly in order to guarantee that they are receiving value from the product.
When one account’s use metrics are exhibiting signs of being unhealthy, the CSM may enhance their contacts with that account in order to bring them back into compliance.
Collaborative product roadmap
The usage of a collaborative method to developing your product roadmap is a strong way to demonstrate to your consumers that you value their feedback. You know your product better than anyone else, so why not make it simple for customers to offer product suggestions? By channeling feedback directly to your product team, you may relieve the strain on your support team of having to triage customer comments. After that, you may utilize feedback management tools to uncover themes, rank them based on their business significance, and then validate them with your consumers.
Transparency into forthcoming releases will assist consumers understand what changes you’re concentrating on, and it will demonstrate to them that your product is a live, breathing creature that is continually developing.
A hybrid approach is one that includes some of the features that we discussed before. As with onboarding, most businesses choose to utilize a combination of these retention models, depending on their specific user demands, the complexity of their product, and the price range at which they operate. However you choose to handle the problem, it should be intended to assist your users be successful, to help your product become an indispensable part of your customers’ workflows, and to give users with a simple method to provide feedback on your product.
When it comes to running a successful SaaS business, having an engaged client base is critical to success. Customer engagement models such as the onboarding and retention models covered in this piece can be utilized as part of a customer engagement strategy, but each firm has a distinct product and distinct customer demands that must be addressed.
Consequently, the most crucial thing is to develop a company plan that works for you. A successful customer engagement strategy will result in happier customers, increased retention and lifetime value, and will assist you in making faster improvements to your product.
A Simple Framework for Designing User Onboarding – Candu
When it comes to running a successful SaaS business, having an engaged client base is critical. Customer engagement models such as the onboarding and retention models covered in this piece can be utilized as part of a customer engagement strategy, but each firm has a distinct product and distinct customer demands that must be met. It is therefore critical that you create an operational model that works for your company. An effective customer interaction strategy will result in happier consumers, increased retention and lifetime value, and will assist you in making faster improvements to your product.
How to Read The Depth/Breadth Framework for User Onboarding
You’ll see that the horizontal axis represents the breadth of usage in this case (how many users on an account are engaging with your product). The depth of usage is shown by the vertical axis (the rate of repeat logins and how well these core users access your product features). The difference between breadth and depth is that breadth is measured in terms of numbers, whereas depth is measured in terms of the amount of value a single user derives from your product. We’ve further subdivided each axis into three groups of users for your convenience.
- New users: These are just people who have activated, reflecting the moment when they have realized the value of your product for the first time. Users who are engaged with the product are those who return to it on a regular basis and complete the same functions each time. Power users: Power users are those who promote your product and (ideally) serve as customer champions. They are employing your product in ways that are far greater than the typical user use case, frequently by a factor of ten. They are highly likely to be product administrators who are familiar with the most complex aspects of your software and who understand the subtleties of how their business utilizes it. As a result, their colleagues will seek to them for assistance using your tool.
The vertical axis, sometimes known as the “Breadth” axis, is broken down as follows:
- First user: Usually a trialist or an administrator, this is the person that logs into your product for the first time. Their knowledge and expertise are essential since they will serve as the public face of your product. They are likely to see the early screens of your app, like as splash screens, and interact with it before it is fully loaded with data. Persons who have been invited by the first user: These users are often invited by the first user. In most cases, they look and act like your original user. If your first user is a developer, for example, it is quite probable that they will invite other developers to utilize your service. By the time invited people sign up for the account, the product’s configuration has most likely been completed. Personas that have been added: Personas that have been added are new categories of users (teams) that have begun to utilize your product. Often, they are brought in by an account executive following a planned push or by a marketing engagement effort to draw in new sorts of consumers. These consumers are likely to have requirements that are significantly different from those of either of the preceding two use cases.
So, where should you be concentrating your efforts inside this framework?
1. Initial InstallsTrialists
It is highly expensive to recruit new clients, and it may be just as difficult to keep them satisfied once they have been acquired. Furthermore, not only is a user’s initial impression important, but getting the settings correct will impact the long-term profitability of the account as a whole. If your users aren’t activating on their first session, you already know where to begin your investigation into the problem. A badly setup account might be tough to spot at first, but your support team will be able to inform you whether or not you need to put in further work in this situation.
Have you checked to see whether they grasp the how and why of your product, as well as the problem that they’re attempting to solve by implementing it?
Account Setup Checklist is an example of a project.
2. Engagement (Feature Discovery)
User expectations are continuously shifting, and you must be prepared to satisfy them as they increase in importance over time. The ability to raise rates as a consequence of providing ever-greater value to consumers is dependent on the ability to do so. If this is not achieved, customers will leave your company. If you see that your usage has reached a plateau, pay attention to engagement. If your new features are only being used by a small percentage of your users (for example, less than 20%), this might indicate that you are failing to fulfill their expanding demands.
When it comes to feature discovery and adoption, how well does your product experience work, and where are you losing consumers along the way?
Engaging reactive people by including nurturing programs into your product experience may be a terrific strategy to increase sales. Example of a project: Splash Page for New Feature
3. Broadening Usage
The greater the number of different categories of consumers that derive value from your product, the higher the price you may charge in an enterprise transaction. A diverse group of users also helps to safeguard you in the event that your power user(s) choose to leave your organization, which is unfortunately unavoidable. Providing a single landing page with a single experience to all consumers is a waste of effort; instead, you should concentrate on widening your scope. A one-dimensional experience attracts one-dimensional users, and if you are unable to build a larger base of support, you run the risk of losing your account.
Consider how you might customize your product experience to welcome these new consumers and provide them with valuable features and functions.
The Conundrum Every B2B SaaS Company Must Face
You will be able to charge more in an enterprise sale if you have a greater variety of consumers who are receiving value from your product. If your power user(s) decides to go on, having a diverse group of users will safeguard you in the event that they do. Unfortunately, this is an unavoidable scenario. Providing a single landing page with a single experience to all consumers is a waste of effort. Instead, you should concentrate on widening your scope. A one-dimensional experience attracts one-dimensional users, and if you are unable to build a larger base of support, you run the risk of losing your account altogether.
Consider how you might customize your product experience to welcome these new consumers and provide them with valuable features and functionality.
What is Product Engagement?
Things have changed since then. There has been a significant shift in the way products are developed in recent years. The Agile methodology is used by many product teams today, which means they create, test, and iterate in order to better fulfill client demands and remain ahead of the competition. As a result, the way we learn from and teach clients must evolve as well in order to keep up. Product engagement is the study of how consumers interact with your product at the most granular level and how you may influence that customer behavior in order to enhance their use of your application, according to the company.
Product adoption is about encouraging the use of–and engagement with–the appropriate features and workflows in order to achieve success. Make use of this framework to efficiently measure and enhance the uptake of your product.
Why is Product Engagement Essential?
It takes a lot of effort to create excellent items. Customers desire goods that meet or surpass their expectations and change in response to their changing demands.
And it’s not just about developing the correct features; frequently, the most difficult part is educating consumers on how to properly use the features (or even just letting them know the features exist).
How Do You Improve Product Engagement?
It takes a lot of effort to create amazing things. Products that exceed customers’ expectations and change in response to their changing demands are in high demand. And it’s not just about developing the correct features; frequently, the most difficult part is educating consumers on how to properly use those features (or even just letting them know the features exist).
Product engagement resources
Getting people to find our apps may be difficult and expensive, whether it is done through advertising, word-of-mouth, search engine optimization, or a mix of these methods. Once we’ve attracted new users to our platform, our next task is to keep them engaged until our software becomes a part of their everyday routine. Successful, long-term app engagement requires three things to be done very well: Creating a fantastic mobile application. User expectations for mobile applications are high, with exceptional usability and performance, as well as the capacity to deliver a compelling solution to a problem or a need that they have.
- Making adoption as seamless as possible.
- Any barrier placed in their path, such as time-consuming onboarding forms or difficult payment processing systems, might force users to exit an app before fully appreciating its worth, according to research.
- It takes time for a new app to get integrated into a user’s daily routine.
- In this post, I’ll give an example of each piece of a retention framework, starting with the first:
- Developing an excellent app by increasing the usefulness of the app through predictive text input
- Adoption will be made more easy by connecting with existing password managers. Users are being prompted to re-launch our app using Siri Shortcuts.
Using incremental changes like these, we can assist users progress from initial app awareness to everyday habit by gradually enhancing each of the three framework objectives. Despite the fact that mobile devices are designed with touch input in mind, the vast majority of applications require the user to enter text. Text input is frequently required for search keywords, login credentials, and comments. While predictive soft keyboards are useful, they are not a perfect substitute for a physical keyboard for typing large amounts of text, and limiting keyboard input remains a design aim for touch-screen smartphones and tablets.
Many programs, such as those that handle billing, shipping, and user profile creation, need the entering of address information.
It is very uncommon for addresses to need the human entry and confirmation of 5–6 fields of information.
Because postal services are already aware of every deliverable address in their delivery region, address autocompletion depends on the fact that this information is often available for application development.
Incorporating this previously collected information into the mobile data input process allows us to transfer the data entering strain away from the user and onto the device itself.
- A billing address must be entered into a user profile before the user may proceed. Reduce the quantity of text entering that the user must perform using the software keyboard.
- Provide a choose list as a first step, with the default nation selection determined by GPS position
- Next, prompt for the country
- And finally, prompt for the country. In response to the user entering data in theStreet Address 1field, a web service should be used to predict the following address fields (the prediction should be updated as the user inputs)
- Allow the user to choose the right address from a scrolling list that is organized by the likelihood of it being a match
The following is an illustration of how a screen design may look in this situation. It is important to note that when the user picks an address from the projected list (on the left), the program automatically fills in the remaining blanks (right). No one should underestimate the significance of protecting corporate and user information with robust identification and security systems; users must have confidence that their personal information is secure. App providers must also preserve the privacy of their users — as well as the information held by our firm in its databases — for the sake of ethical and legal compliance.
- When a user encounters a login page at an unsuitable time, they may choose to exit our program, with no guarantee that they will return later.
- There are various techniques to this procedure — some of which can even be used in conjunction with one another to provide the greatest results.
- When app users have the option to use the password manager that they are already familiar with and like, they feel completely at home.
- Apple provides the iCloud Key Chain (for iOS devices), whereas Google provides its own Google Password Sync/Smart Lock service (for Android devices) (Android).
- After setting a new password during the onboarding process, users may choose to store the new password in their favorite password manager in order to be able to recall it when logging into our app.
- iCloud synchronizes credentials stored in the keychain across all Apple devices that are linked to the same iCloud account.
- Similarly, Android provides a capability that makes integration feasible through its Smart Lock APIs.
- Several B2C applications (for example, a ride-sharing app), as well as practically all B2B apps (for example, a CRM app), are installed by users who may already have crated app credentials in their possession.
- If users have previously stored their credentials in a password manager — which is highly likely — we can make the app onboarding process easier for them by granting them access to those credentials within the application.
- Because of this direct linkage, we no longer have to construct individual integrations for each password manager that users may use – the password manager publisher will generate the necessary connectors for iOS and Android devices.
Using password manager integration features for iOS and Android has a couple criteria for our apps:
- It is necessary for users to enable password manager functionality in their device settings. At the time of development, it is necessary to label which fields represent users and passwords on an app login form.
The majority of us have had the experience of discovering a fantastic program, downloading it, running it once, and then completely forgetting about it for a period of time. Later on, we’re reminded about it, and it’s relaunched — and we recall why it’s so fantastic. Hopefully, we will ultimately get into the habit of utilizing it on a daily basis. What if there was a method to gently remind users that they needed to return to an application? There are a variety of options, including local push alerts and e-mail reminders, to choose from.
Using Siri Shortcuts, users can easily add deep connections to app features and content to their home screens, as well as make voice-activated commands available to them at any time.
- A stock market application may allow users to create shortcuts to see equities that they often visit. To examine the current price of IBM stock, users may either touch on a home screen icon or use a voice query like as “Hey Siri, what is the current price of IBM stock in theAwesomeapp?” to access the shortcut. It is possible that a pizza app may allow users to repeat a frequent order by saying “Hey Siri, get a pepperoni pizza fromAtomic Pizza”
- However, this is not guaranteed.
A stock market application may allow users to create shortcuts to see stocks that they often visit in order to save time. Using a Siri Shortcut, users could touch on a home screen icon to check the current price of IBM stock, or they could use a voice query, such as “Hey Siri, what is the current price of IBM stock in the Awesomeapp?” It is possible that a pizza application would allow users to repeat a frequent order by saying “Hey Siri, get a pepperoni pizza fromAtomic Pizza”; however, this is not guaranteed.