Overview

This article explores the concept of customer engagement, detailing its importance and impact on brand advocacy, customer retention, and sales opportunities. It emphasizes the various forms of engagement and the need for a framework to enhance and measure customer interactions.

Information

Customer engagement is a multifaceted process encompassing all interactions between a company and its customers. It is a critical element for fostering brand loyalty and advocacy. Below are key topics that delve into the essence and significance of customer engagement.

What is Customer Engagement?

Customer engagement is the lens through which customers view your company and products. It occurs over the lifetime of the relationship with the customer — from the first time they hear about your company until they become a client and ultimately an advocate. Engagement can take many forms, including online interactions through discussion threads, blog comments, Twitter chats, and other forums, as well as interactions with customer success teams and participation in user groups, conferences, and advocate marketing programs. Establishing a framework to capture, share, and amplify the stages of engagement is vital to maximizing customer engagement.

Why Is Customer Engagement Important?

Creating a fun and easy process for engagement inspires loyal customers who are more willing to advocate for your brand. Developing a strong connection with customers is critical for building brand awareness and plays a role in acquisitions and retention, as well as cross-sell and up-sell opportunities. Engaged customers are more inclined to represent your brand through blogs and social media, videos, case studies, speaking engagements, and other activities. Companies that have improved engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%.