In recent years, Customer Engagement has become a valuable metric for Sales, Marketing, and Customer Success departments. Juan Andrés Corrales Apr 15, 20 | 9 min read what-is-customer-engagement-and-how-to-increase it In the midst of today’s competitive business environment, the philosophy of customer orientation is increasingly ingrained in organizations, Venezuela Phone Number List allowing their actions and strategies to be aimed at meeting customer needs. At the same time, the humanization of brands makes companies more friendly, close and accessible, generating solid, constructive and lasting connections with users. Thus, they become captive audiences and brand ambassadors, which is a source of profitability, business opportunities and future income. Specifically, Customer Engagement is a thermometer that allows you to measure whether these Marketing strategies for customers are having an effect and determines how positive the results have been. As it is such a valuable metric and with so many edges, what we have mentioned so far is not enough for you to understand it in its proper dimension.
For this reason, in the next few lines we will explain in detail what Customer Engagement consists of, why it is so important and how to develop strategies to increase it. Join us! So what is Customer Engagement? To define, for sure, this metric, you first need to understand what engagement is . It is an Anglo-Saxon term widely used in the world of Digital Marketing , which refers to the mutual commitment between a brand and its audience, demonstrated especially through interactions and communications with each other. This means that Customer Engagement is a metric that allows you to know how well the customer is with your brand . Logically, the higher this indicator, the better! If we define it in a more formal way, it could be explained as the commercial connection that a consumer or user has with a company through different communication and correspondence channels. Is Customer Engagement the same as Customer Experience? The answer to this question is overwhelming: no! Customer Engagement is the customer’s commitment and Customer Experience is the customer’s experience .
Specifically, the Customer Experience encompasses the set of consumer perceptions after interacting with a certain company. If we value this concept as a metric, we can say that the customer experience is “poor”, “fair”, “good”, “excellent” or any other adjective that describes their perception. On the other hand, if we want to determine the degree of Customer Engagement, we would have to use adjectives such as “moderate”, “medium” and “high”. You see it? These are metrics and indicators that don’t ask for the same thing, so that’s the big difference! But, what is a reality is that both concepts are very valuable and have a direct relationship with each other, since an excellent Customer Experience is the main factor to have a high Customer Engagement . What makes Customer Engagement so important in today’s context? If you have read this far, you already know that Customer Engagement is synonymous with captive audiences and brand ambassadors , which at the same time contribute to the expansion of the client portfolio and greater profitability. In addition to this, generating solid connections with customers allows each one to have a high Lifetime Value (LTV) , an indicator that refers to the liquid profit generated by a consumer as part of their life cycle within a company.
But, beyond this, why is it so important to take this concept into account in today’s world? The answer to this question is in the people. And it is that this interconnected era, with a wide range of goods and services and easy access to information, has empowered users, who no longer focus almost all their attention on the quality of products and their prices. We must understand that we are entering a new dimension! Today’s customer wants and needs added value and many of those values are directly related to solid, sustainable and long-lasting relationships. For example, 63% of consumers and users globally prefer to maintain business relationships with companies that share and promote their values, while 65% recognize that their purchases are influenced by the words companies use and the actions they take. their leaders .
On the other hand, 59% of consumers are willing to share personal data in exchange for more personalized products, services and experiences. This tells us that a large part of current users want close and sustainable business processes that foster long-lasting, friendly relationships based on mutual commitment , that is, the basic “ingredients” of engagement. Therefore, constantly monitoring this metric is very important to determine the effectiveness of business strategies and the viability of the business itself. In addition, it is key to promote actions and projects that increase Customer Engagement . How to do it? Let’s go! What actions increase Customer Engagement? Now that you know the advantages of promoting Customer Engagement and the importance of taking this metric into account, it is time to explore those actions and tactics that make up a strategy capable of increasing customer engagement. Specifically, to increase this indicator, we recommend that you go through these 4 key steps:1.
Analyze your customer data and promote personalized experiences Any strategy aimed at improving marketing begins with understanding the target audience. In this case, the target audience is not the consumers of your niche that you want to capture, but those clients that you have already won with effort and that you cannot afford to lose. Take advantage of the information you already have about your consumers to clarify what their profile is like and, above all, how they perceive your company, the products or services and the business process in general. Based on this knowledge, you will have greater possibilities of defining actions and tactics that individualize customer service and attention in general, which is key to promoting a high level of commitment. 2. Detect friction points and remedy them As we mentioned earlier, the customer experience has a direct relationship with Customer Engagement.
For that reason, a strategy focused on improving this metric must incorporate actions that optimize the Customer Experience and it is here that the friction points come into play. These points are all those stages, phases and aspects of the customer’s interaction with a brand and its products or services that are not entirely satisfactory and that, therefore, generate annoyance, displeasure and dissatisfaction. That is why detecting what these negative factors are and taking action on the matter is key to promoting a solid and sustainable connection with customers . To do this you need, first of all, to be clear about all the contact points that a user has with your company, and then take advantage of evaluating the perception of the customer in general and detecting critical aspects. Although each case has particular characteristics, in many of them the frictions experienced by clients are related to complications in interacting with companies and raising concerns, as well as a lack of support. Therefore, do not hesitate to use the multiple digital and physical media that exist today to simplify interaction and maintain constant communication with your users.