Customer Engagement is like beauty. It is easy to tell that something or someone has it, however it’s extremely difficult to define and is almost impossible to quantify. But it is business which is why Customer Engagement can be a crucial business goal, so to be patient.
One way to define it is to describe it as the connection a company has with its clients that goes beyond the sale transaction. It’s an emotional connection where the customer is desire to see the business perform well over other companies, and is willing to support the company in this process.
Let’s begin by looking at what isn’t.
It’s not “Customer Satisfaction’. If a client is happy that means your business is doing its job however, you don’t know anything more. The promises were fulfilled to the customer, and job completed. But there is no trust established.
It’s not ‘Customer Delight’. By delivering ‘Delight’, your business has provided more quality than you expected, surpassing expectations. “Delight,” but not “engagement” in the fullest sense is an element that contributed to.
It’s not even “Customer Loyalty’. It is typically measured in terms of repeated purchases. The relationship component could be absent or not properly developed.
It’s not. Customer engagement is a subtle mix of a variety of aspects of the emotional connection which is formed between employees of the organization and the customer. People want their voices to be heard and they can respond negatively if they aren’t allowed to. Just think of the beloved 60’s show “The Prisoner” and its cries that reads “I am not just a number, I’m an individual!”? Beware of the tyranny that is this CRM (Customer Records Management) system.
Why do you think customer engagement is crucial?
All it comes down to is the manner of conduct displayed by enthusiastic customers.
- They will recommend your business to their colleagues and friends are likely to purchase from you on a regular basis. They provide feedback about your performance the way you work and will be less costly to serve.
If you’ve got an excellent Customer Engagement, then you’ve got a loyal group of customers who will cost you less to serve and will stand up for you and help ensure the future of your business.
How do I gauge the level of engagement my customers have?
Measurement of Customer Engagement has always been a challenge. Traditional customer surveys don’t cut it. They are able to gauge the feedback of individual transactions or even some attitudes to brand names or other issues related to marketing however they don’t penetrate to the core of the relationship.
Focus groups go quite a way. However, they are expensive and only serve certain groups of your customers.
Additionally, a single measurement on its own isn’t enough. What is the purpose of just a single number? It can show the status of your work and can even track the progress (or decline) from one time to another, but you require data that reveals the things you’re doing effectively (so you can improve it) and also what you’re doing poorly (so you can either stop doing it or change it).
The characteristics of a great Customer Engagement measure method
If you are looking for a method to measure your Customer Engagement, there are a few things to look for.
- Make sure you have a strong’reach’ with your existing customers.It’s not just important listen to the best ones, since you may learn a lot from poor customers as well.
- You should have a light touch, which means it must be simple to manage without affecting the day-to-day activities, and take a tiny portion of your time from providing good customer service.
- A system and company which recognizes that any change will be driven by the top.The approach you choose should draw the attention of your top Team In this way, you’ll be aware of the results will prompt a decision to actions, and the required resources will follow.
- A solid supporting analysis presented in a simple manner.Complex graphs can lead to finger-pointing and ‘I think that’s it’s a good idea’ during the debrief. A clear analysis and clearly identified actions points can lead to an agreement at the table and positive improvement.
- It gives you the opportunity to increase your customer engagement.If you offer feedback to your customer participants as you develop your entire engagement strategy.
Whichever method you decide to use don’t delay the more time you take, the more clients who are not a good fit for you.