Marketing
Customer engagement
Helps managers answer: To what extent are our customers engaged with our organisation?
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Customer engagement vs Customer engagement analytics
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Marketing
Customer engagement analytics
Customer engagement analytics is a highly evolving field at the moment where businesses are trying to map the entire customer interactive journey on- and offline.
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Use this when.
Answer the key performance question: “To what extent are our customers engaged with our organisation?”
Review the full model at least every six months and monitor leading signals between reviews. Reassess it when a product, service or system changes the experience.
Extracted signals
Strengths, limits, and pitfalls.
Customer engagement
- Use a rolling design—such as surveying 10% of customers 10 times per year—when an annual result is too slow. Add qualitative research to explain the score and compare customer engagement with employee engagement, since the service experience is produced by employees.
Watch for
- Do not assume a stronger engagement score caused the associated financial result. Validate the measure, analyse customer and employee experience together and test which operating changes produce incremental improvement.
Customer engagement analytics
- Identify the few experiences most strongly associated with emotional attachment and repeat behaviour, then test improvements against a baseline rather than trying to please every customer in every way.
- Define engagement for the business and separate emotional state, rational loyalty and behaviour.
- Measure perception through Quantitative Surveys and Qualitative Surveys; use Social Media Analytics for relevant participation and advocacy.
Watch for
- Do not wait for a perfect composite score or treat the first score as truth. Start with a documented model, validate it, monitor drift and refine it without changing definitions so often that trends become meaningless.
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Related templates.
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