The

Marketing Executive

Roundtable

Marketing Roundtable February 2020 meeting

Customer Engagement

Strategies to Increase Customer Loyalty

and Brand Growth

 When:             Thursday, February 27, 2020                                                       Click HERE to register.

8:00-10:30 a.m.

 

 Where:           Zonar Systems                                                                    

821 2nd Avenue, Seattle; 6th floor

Rick Bechtel:  (206) 351-8604

Host:                 Susan Corscadden:  (206) 466-7638

Rick Bechtel:  (206) 351-8604

 

Moderators:      Aimee Damman - Swanson's Nursery

 Misty Ford - QCash Financial

                             NOTE: The timing of this particular session will be from 8:00 to 10:30 a.m.

 Description:

Customer acquisition and customer retention are pillars of business health and growth, and while customer acquisition may get more attention, sound strategies for retention can provide spectacular results. Exceptional customer service and support are proven ways to inspire customer loyalty, but in an age of social media, conscious consumerism and multi-channel advertising, brands need to think creatively about developing authentic relationships that go beyond transactional.

Gallup defines customer engagement as the "emotional connection between your customers and your company."  According to Hubspot, “The point is to offer customers something of value beyond your products and services. High-quality products initially attract customers; relevant content is what keeps them around.”

But we’re all experts at customer engagement, right?  Evidently not, according to Salesforce, which reports that “54% of customers think companies need to fundamentally transform how they engage.”

At our February Roundtable meeting, Aimée Damman of Swansons and Misty Ford of QCash Financial will lead a discussion of customer engagement as a strategy to increase customer retention and inspire brand growth in both B2C and B2B environments. What, exactly, do we mean by customer engagement? How does it intersect with, or differ from, customer loyalty and the customer experience? Why focus on increasing engagement by existing customers?

This roundtable discussion is meant to be a conversation, so please come with your questions, issues and examples of successful (or not-so-successful) customer engagement initiatives.

Discussion questions:

  • How can brands create meaningful connections that foster trust and loyalty?

  • What strategies are you employing to create customer engagement (influencers, thought leadership, advocacy, loyalty programs, community involvement, etc.)?

  • How do you measure customer engagement?

  • In terms of customer engagement, where does marketing end and customer service begin?

  • How can we implement engagement strategies at all levels of the organization?

Directions:

 

Zonar’s Seattle office is in the Exchange Building in downtown Seattle @ 821 - 2nd Avenue, between Marion and Columbia Streets. We will be meeting in the 6th floor conference room. 

From the North, via southbound I-5, take Exit 165A toward James Street.  Turn right onto Columbia (prior to James). Follow Columbia to 1st Avenue.

From the South, via northbound I-5, take Exit 164A for Madison Street.  Turn left onto Madison and follow it to 1st Avenue.  Turn left onto 1st Ave.

Google Maps or Waze are accurate as far as the best way to get to our building.

Parking options:

  • The Norton parking garage, located on the east side of 1st Avenue, between Marion and Columbia Streets (same side of the street as the Exchange Building).  Hand your car keys to the attendant, then walk north up 1st Avenue to the Exchange Building entrance at the corner of 1st & Marion.

  • Parking garage on 1st Avenue, just south of Columbia (between Columbia & Cherry), on the west (water) side of the street.

  • Parking garage on Columbia between 1st and 2nd Streets, on the south side of the street.

  • Parking lot next to the garage on Columbia (3).