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What Your Small Business Can Learn from the 50 Most Engaged Brands

Amazon is the most engaged company with customers, according to a recent report. And small businesses can potentially draw important lessons from the distribution giant and other big names that focus on customer engagement.

Forbes Insights has partnered with Pega to compile the list of the 50 most engaged companies, including Alphabet Inc., Starbucks, Foot Locker, Alaska Air, FedEx, Southwest Airlines, Marriott, Lowe's and Nordstrom's Google.

Examples of customer engagement

So, what can companies like Amazon, Google and Starbucks do to teach small brands the commitment of customers? These companies do not just sell to their customers. They actively involve their customers in these efforts. They collect ideas. They repost the pictures of the customers. They respond to inquiries on social media.

Bruce Rogers, director of analytics at Forbes Media, said in an email to Small Business Trends: "Customer engagement is the new marketing. No advertising, promotion or discount can overcome a poor experience with the brand, be it the products or the service itself, indifferent customer service or a confusing bill. "

These concepts are important for businesses of all sizes. Even small businesses will have to compete with Amazon and Starbucks. And if these big companies are better at communicating with customers and keeping them online, small businesses may be left behind.

"Forbes Insights research on the subject and developing its list of the 50 most engaged companies offers businesses of all sizes powerful lessons on what it takes to succeed in today's environment where the expectations of Customer engagement customers are invariably compared to the likes of Amazon – no matter the product category – it takes a personalized and thoughtful approach – that it 's all about. an in-person interaction or contact via social media.It makes a commitment to transparency and honesty in every transaction.And it takes a culture that reinforces the notion that customer loyalty and satisfaction are the responsibility of all. "

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However, some small businesses may have a length ahead of larger companies in this area. Small businesses are often more accessible to their customers simply because there are fewer members of the team and processes in place. And businesses that are less receptive to them can be more agile and adapt to customer ideas or concerns.

Rogers says, "Small businesses generally succeed because they are based on these principles. Large companies go awry because they tend to lose sight of these maxims as they develop and create siled organizations for product development, customer service, marketing and sales and marketing. negotiate customer engagement. "

So, essentially, your small business can compete with larger companies by giving priority to customer engagement, even as you evolve. Do not lose sight of the importance of communicating with customers in person and online. And always consider their opinions and insights when making important decisions about your products, services and marketing efforts.

Companies like Amazon, Google, and Starbucks continue to use these methods, even though they have gone well beyond small business. So you can emulate some of these tactics to achieve your own customer engagement success.

Image: Forbes / Pega