Columnists

Coach’s Corner: How to Keep Your Customers Engaged

ColumnistsSep 02, 2020

Coach’s Corner: How to Keep Your Customers Engaged

Whether it’s live chat or a good old-fashioned phone call, The Jewelry Coach Pat Henneberry explains why keeping in touch is so important right now.

2020_Pat_Henneberry.jpg
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, or on Facebook, Twitter or LinkedIn.
Howdy from Texas! Pat Henneberry here.
 
I wanted to check in with you all (or y’all as we say in Texas) to see how everyone is doing.

I know you’re still experiencing challenging times and it can be difficult to focus on business when so much is going on in our lives and in the world, but our businesses are how we take care of our employees, our families, our communities and ourselves.
 
I want you to ask yourselves, what changes have I implemented to take advantage of the current opportunities available in this strange business climate?

Below, I came up with some ideas for innovation around customer engagement, which is especially important right now.

Hopefully my suggestions will help you at least trigger an idea on how to keep your customers engaged, with minimal time commitment, and maintain top-of-mind presence as we continue to weather this storm.

Customer Engagement
Customer engagement simply defines the relationship you have with your customers. It’s upon this foundation that your customers will form their opinions of you and develop loyalty for your store.

This is the time to make sure you are connecting and checking in with your customers. You already know it is a significant part of building your business; without your customers, you can’t have one.

This is a critical time to make sure your sales associates are touching base with customers to “check in” as well. It shouldn’t be a sales call, just a genuine, “how are you and your family” type of call.

It’s so simple and yet so important.

This customer engagement will:
• Humanize your store even more;
• Keep your relationship with your customers going and top-of-mind; and
• Remind your customers what products and/or services you offer and what’s new at the store.

Be Human
Loyal customers don’t appear out of thin air. 

Their customer journey should be enhanced by customer engagement strategies that make them feel as though they are dealing with real people instead of automated systems and social media (yes, social media is good but it’s not as personal as you think). 

Even if automated systems and social media are used to communicate with your customers, they should be utilized in a way that invokes a human connection. Just like above, be genuine, be real—these attributes build trust and people buy from people they trust. 

There are simple strategies that will help 
you humanize your store even more than it already (hopefully) is.

Some strategies will be as easy as signing your emails and newsletters with a personal signature instead of from your store, while others will require more effort. 

People love video these days, so maybe it’s time you have your own YouTube channel for customers. 

Use it to talk about what’s new in your store—new sales associate, new brand, new paint—but also what’s going on in your community, or include something personal about your family. Make a genuine connection. 

Live chats, customer support and customer feedback also must be considered when developing a customer strategy that will build loyalty and help you successfully engage customers. 

Live-chat supports are all the rage now, but often they are done by bots (robots) or with agents who are not familiar with your store so they are unable to properly answer questions or concerns. A way around this is to ensure your customer service representatives are educated about your business so they can effectively answer questions on your behalf. 

Live chats aren’t necessary, but they are useful for quick responses. 

Ensure it’s done well or don’t do it at all. I’ve clicked on too many of these just to become frustrated because they don’t know what they are talking about, or it’s a bot and that makes it worse!

No matter what you choose, your customers should consistently feel a personal connection with you and your store. 

It’s much easier to keep your customers happy and satisfied to begin with instead of trying to get back into their good graces afterward. Invest in a properly trained team (yep, I just had to bring in training) and you will not have to spend your time dealing with customer concerns or complaints. 

Engaging your customers and making them feel appreciated will help you to build a long line of loyal followers ready to buy your products and services. 

Try to be relatable and approachable. You don’t have to use all your time to speak to your customers, but setting aside some time every now and then will only work in favor of your store. It will be worth it.

Best of luck building more customer loyalty and trust, and hang in there. This will be over, and we will all find ourselves on the other side of these difficult days.
Pat Henneberryis a strategic consultant, speaker, and trainer.

The Latest

Jewelers of America 20 Under 40 graphic
Events & AwardsFeb 11, 2025
JA Seeking Nominations for Its Next ‘20 Under 40’ Class

Now in its fourth year, the program is expanding to include a list of “20 Under 40” for jewelry suppliers.

Police cars with lights on
CrimeFeb 11, 2025
2 Men Charged With Selling Stolen Jewelry, Watches in NYC Diamond District

One of the men is said to be connected to the South American crew charged with burglarizing Cincinnati Bengals QB Joe Burrow’s home.

Bulgari x MB&F Serpenti watch
WatchesFeb 11, 2025
Bulgari, MB&F Launch Reimagined ‘Serpenti’ Watch

The brands immersed one of Bulgari’s most famous historical icons in MB&F’s ultra-mechanical universe of haute horlogerie.

Top Image.png
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored Gems

Colored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?

Boucheron Power of Couture campaign
FinancialsFeb 11, 2025
Boucheron a Bright Spot as Kering’s Full-Year Sales Sink 12%

The luxury titan’s full-year performance was weighed down by struggling sales at its star brand Gucci.

Weekly QuizFeb 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Midas Chain Diamond and Gemstone Jewelry
MajorsFeb 11, 2025
Midas Chain Releases First Diamond Collection

The jewelry manufacturer has launched more than 100 pieces made with natural diamonds.

Tacori Stilla ring
SurveysFeb 10, 2025
Jewelry Resilient in 2024 Even As Luxury Sales Slipped, Says Bain & Co.

Bain & Co.’s latest report on the luxury market examines why the market’s customer base is shrinking and how to appeal to consumers in 2025.

Resolutions - 2025.jpg
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers

The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeFeb 10, 2025
Counterfeit Jewelry Kept Kentucky Customs Agents Busy in January, CBP Says

Officers in Louisville seized 28 shipments of fake jewelry and watches that would have been worth more than $27 million if genuine.

Hearts On Fire Inside Out Collection Bracelets
CollectionsFeb 10, 2025
Hearts on Fire Flips Jewelry ‘Inside Out’ in New Collection

The collection centers on the art of tailoring, inspired by designs that feature folded fabrics, such as a tuxedo lapel.

JW Marriott Hotel in Nashville Tennessee
Events & AwardsFeb 10, 2025
Select Jewelry Show Heads to Nashville

The trade show has added a new location to its fall line-up.

Jade Trau Ladybird Charm
CollectionsFeb 07, 2025
Piece of the Week: Jade Trau’s ‘Ladybird’ Charm

From the brand’s latest collection of lucky charms, the ladybird is seen as a bearer of good fortune and a ward against negative energy.

Rough diamonds from De Beers’ Gahcho Kue diamond mine in Canada
SourcingFeb 07, 2025
De Beers’ Production Guidance Slashed, Anglo Anticipates Another Writedown

The moves come amid a prolonged period of lower demand for diamonds, particularly in China.

Stuller Bench Jeweler Workshop
Events & AwardsFeb 07, 2025
Registration Opens for Stuller’s Bench Jeweler Workshop

The workshop returns in March, along with the “Battle of the Benches” mini challenge series.

Windsor Jewelry in Indianapolis, Indiana
IndependentsFeb 06, 2025
106-Year-Old Jewelry Store Saved by New Owners

Two attorneys purchased Windsor Jewelry, which was set to close, and will retain all existing staff at the downtown Indianapolis store.

Two images of Adam Heyman in Sri Lanka
MajorsFeb 06, 2025
Oscar Heyman Employee Celebrates 60 Years With the Company

Adam Heyman joined the family business in 1965, just weeks after graduating from Columbia Business School.

De Beers Jewellers Embrace Bracelet
CollectionsFeb 06, 2025
De Beers Jewellers’ New High Jewelry Pays Homage to the Beauty of Trees

The “Essence of Nature, Chapter One” collection echoes trees and roots, literally and figuratively, through three sets of high jewelry.

Hamilton Jewelers Worth Avenue interior
IndependentsFeb 06, 2025
Hamilton Jewelers Revamps Palm Beach Boutique

The fourth-generation, family-owned jeweler has given its Worth Avenue store a new look.

Stock image of a gavel
CrimeFeb 05, 2025
‘The Timepiece Gentleman’ Sentenced to 5-Plus Years Behind Bars

Luxury watch dealer Anthony Farrer pleaded guilty late last year to defrauding clients in a scheme with Ponzi-type elements.

Pandora sparkling bow necklace
FinancialsFeb 05, 2025
Pandora Posts Double-Digit Growth After Strong Holiday Season

In its full-year results, the retailer shared its 2025 outlook and an update on the global rollout of its lab-grown diamond collection.

Seal & Scribe “Freedom Moon” Ring
TrendsFeb 05, 2025
Amanda’s Style File: Feeling Fabulous in February

Celebrate February birthstones and the gem shows in Arizona this month with a versatile stone like amethyst.

Diamond Council of America logo
MajorsFeb 05, 2025
DCA Promotes Kristen Scheetz to Director of Education, Membership

Scheetz has been with the nonprofit since 2007.

Trucks at the Orapa diamond mine in Botswana
SourcingFeb 04, 2025
New Deal With Botswana Is Done, De Beers Confirms

The agreement will allocate an increasing proportion of the country’s rough diamonds to the government of Botswana over the next decade.

Van Clef & Arpels Diane (Diana) Clip
Events & AwardsFeb 04, 2025
Van Cleef & Arpels’ Astronomy-Inspired Jewelry to Land at AMNH

“Cosmic Splendor: Jewelry From the Collections of Van Cleef & Arpels,” opens April 11 at the American Museum of Natural History.

Chocolate box ring by Mined + Found
SurveysFeb 04, 2025
Valentine’s Day Jewelry Spending Forecast to Hit Record High, Says NRF

Those celebrating Valentine’s Day this year are expected to spend a record $27.5 billion on jewels, flowers, candy, and more.

Lady Gaga Tiffany & Co.  necklace worn to the 2025 Grammys
EditorsFeb 03, 2025
Best Jewelry Moments From the 2025 Grammy Awards

From Lady Gaga’s 1930s Tiffany & Co. necklace to Taylor Swift’s “T,” Michelle Graff recaps the night’s most memorable jewelry looks.

HSN+ QVC+ logos on a television, laptop, and phone screen
MajorsFeb 03, 2025
Qurate to Close HSN’s Florida HQ Amid Restructuring

Layoffs will reportedly start next month as HSN plans to move into QVC’s location in Pennsylvania.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy