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Keeping users engaged after the initial onboarding can feel like juggling multiple priorities, each demanding your attention in different ways. As a Customer Success Manager (CSM), you’ve probably tried a variety of strategies – some successful, others less so.
The reality is, there's no one-size-fits-all solution. What works for one user might not work for another, and it’s your job to figure out how to keep everyone actively involved and satisfied.
This guide is designed to help you with just that. We’re diving into actionable, field-tested practices that will improve your engagement metrics and enhance customer satisfaction and retention.
If you’re new to the concept, check out our blog explaining the basics of user engagement. With that, let’s get right to it.
1. Personalize every interaction at scale
To truly engage your users, you need to meet them where they are. Not every customer will have the exact needs or goals, so segmenting them based on factors like industry, company size, product usage, and lifecycle stage is essential. This allows you to tailor your communication and support to be more relevant and impactful.
2. Proactive outreach
Proactive outreach is key to keeping users engaged and informed throughout their journey. Instead of waiting for users to encounter challenges or lose interest, take the initiative to reach out at pivotal moments.
This could mean celebrating milestones like onboarding completion or offering guidance when they haven’t fully adopted key features. The goal is to keep users actively engaged without overwhelming them.
Automating these touchpoints is a practical way to maintain consistent communication. Tools like Velaris enable you to set up behavior-based triggers that send timely emails or in-app notifications.
This ensures that users receive relevant information exactly when they need it, helping them get the most out of your product.
3. Encourage feature discovery and deeper product usage
Encouraging users to explore and adopt new features is crucial for maximizing the value they get from your product. However, bombarding them with too much information at once can backfire, leading to confusion and disengagement.
Instead, guide users through a gradual discovery process using in-app messaging and product tours tailored to their needs. Start by introducing new features with short, contextual messages or tooltips as they interact with the platform.
This allows users to explore new capabilities without feeling overwhelmed. Using behavior-based triggers, you can ensure that these messages appear when users are most likely to benefit from them, such as when they first access a relevant feature or complete a specific task.
4. Create a feedback loop and act on user input
Creating a feedback loop is essential for understanding your users’ needs and continuously improving their experience. Conduct regular pulse surveys using methods like Net Promoter Score (NPS and Customer Satisfaction (CSAT) to gauge user sentiment and identify areas for enhancement.
Automate these surveys to trigger after key interactions, such as completing a task or adopting a new feature. This way, you get timely insights without burdening users.
Velaris makes this process seamless with in-app and email surveys, allowing you to collect, aggregate, and analyze feedback in one place.
5. Build and nurture a user community
Creating a strong user community can significantly boost engagement by allowing customers to learn from each other and share their experiences.
A community space like a forum or user group enables users to exchange best practices, solve common issues, and build connections that foster loyalty.
To encourage active participation, consider offering incentives like rewards or recognition for top contributors and hosting regular events or webinars to spark discussions.
6. Offer continuous education and value-add content
Continuing to educate your users beyond the initial onboarding is key to keeping them engaged and helping them unlock the full potential of your product.
Develop learning paths tailored to different user roles and use cases, offering resources like webinars, tutorials, and certifications.
This not only empowers users to achieve their goals but also strengthens their connection to your product. To keep users engaged with this content, use email drip campaigns that send information based on their progress.
7. Monitor and act on user engagement data
Keeping a close eye on user engagement data is essential for understanding how customers interact with your product. Regularly track key metrics like active days, feature adoption, and early signs of churn.
These indicators can help you gauge the overall health of your customer base and identify areas where users may be struggling or losing interest. To avoid potential issues, use customer health scores to flag at-risk users.
This allows you to take proactive steps, such as reaching out with targeted support or personalized resources, before disengagement becomes a bigger problem.
Velaris’s customizable customer health score provides a clear and comprehensive view of user engagement, helping you make informed decisions quickly.
8. Foster a culture of customer advocacy
Turning your most engaged users into advocates can significantly boost your product’s visibility and credibility. Start by identifying customers who are consistently active and vocal about their positive experiences.
Offer them opportunities to participate in referral programs, gain early access to new features, or enjoy exclusive perks as a way to recognize their loyalty and encourage advocacy.
Invite these users to join an exclusive customer advocacy group where they can share their experiences and provide valuable feedback.
Fostering a strong network of advocates not only strengthens your customer community but also amplifies your product’s value through authentic user endorsements.
Conclusion
Driving user engagement requires a thoughtful and consistent approach that goes beyond onboarding.
By personalizing interactions, automating outreach, encouraging feature discovery, gathering feedback, and building a community, you can create a more meaningful and impactful experience for your users.
Transforming engaged customers into advocates is the final step in this journey, helping you foster loyalty and strengthen your user base.
If managing all these aspects feels overwhelming, consider how a tool like Velaris can simplify the process. With features like automated email sequences and sentiment analysis, you can effectively support and engage your customers at every stage.
Book a demo today to see how Velaris can help you streamline your Customer Success efforts and boost user engagement.
