Defined plainly, customer engagement is the profundity of the association a consumer has with a brand. Needless to say, the better the customer engagement is, the better the customer experience is and thus greater customer loyalty. Consumer is King and exercises more power over any business with his access to unlimited information and choices making customer engagement all the more significant.
Whether its buying a product, reading a post on social media, getting updates via email, reading an online review or seeing an ad on a billboard, with every exposure to a brand, customer engagement is either built or destroyed with the customer’s every move.
How to you define a customer who’s highly engaged?
Below are different personalities that embody an engaged customer’s performance:
- Buyers– Obviously, a highly engaged customer with your brand will buy from you and not your competition. If kept highly engaged, they will keep buying from you.
- Advocates – They promote your brand name to family and friends via word-of-mouth marketing. They not only consume from you but also announce your brand content across various channels including social networks.
- Responders– When a customer is highly satisfied by the customer experience they receive, they deliver continuous feedback and have constant interchange of ideas with the brand. The feedback they provide is extremely vital for a business’s wellbeing and brand development. They feel they’re part of the brand.
- Devotees– They’re not just customers, they will stick to your brand loyally. They purchase, advocate and respond to become loyalists.
So, why is customer engagement imperative?
Here are some stats to demonstrate how and why customer engagement and experience and so crucial for the growth of a business.
- When Econsultancy conducted a survey forDigital Marketing Trends, they asked companies to state the single most exciting opportunity for 2016. The results? Customer experience topped the list by defeating content marketing and mobile marketing.
- According to a Walker study, by the year 2020customer experience will overtake price and product as the key brand differentiator.
- Gartner predicts that by 2018,more than 50% of organizations will redirect their investments to customer experience innovations.
- Accenture found that89% of customers get frustrated because they need to repeat their issues to multiple representatives.
- Kampyle claims, 87% of customers think brands need to put more effort into providing a consistent experience.
- According to PricewaterhouseCoopers, by 2020 the demand for an omni-channel customer experience will be amplified by the need for near perfect execution.
- WOW Local Marketing says,52% of customers are less likely to engage with the company because of bad mobile experience.
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